Coca-Cola is bringing art to life in their new Masterpiece campaign. Through the use of classic and contemporary art, the brand is “highlight[ing] diverse creators and elevat[ing] its core Coke beverage as a source of upliftment.” Accompanied by a series of digital collectibles, 3D billboards, and an online gallery highlighting new artists, the brand’s two-minute YouTube video shows the classic Coke beverage being passed around by various (suddenly sentient) art pieces in a museum; which solidify Coca-Cola’s ongoing Real Magic initiative. While old work like Andy Warhol’s 1962 Coca-Cola bottle painting are included, the brand also made sure to represent a diverse group of Gen Z and Millennial artists, like WONDERBUHLE’s 2022 piece “You Can’t Curse Me.” (Marketing Dive)
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