What a brand should strive for in the long run is flexibility — the ability to move beyond simply reappropriating and repeating the same graphical elements. Coca-cola is one of the few who have achieved this. But it hasn't happened overnight.

Years — decades even — of putting serious tender, loving investment into their brand have helped to engrain Coca-Cola red into our minds. We can identify immediately with a glance of the ribbon or the script.

Their marketing efforts have never really been about the product, or competitive products (ahem, Pepsi) and simply focused on creating a feeling of joy. No matter the method or channel, the message is always the same.

Perhaps their greatest strength has been their steadfast avoidance of gimmicks and trends. Coke has repeatedly shown their appreciation for (and dedication to) design (commissioning the ‘Coke Side of Life‘ poster series, innovative and quirky commercials). While Coke is out having fun and making us feel good, The-Other-Cola-Brand continues to struggle and play catch up by riding the latest fad. (Free advice: the worst thing one can do to appeal to the youth market is to try and be cool. Ask Scion).

With that said, let's celebrate the season with a nice little set of limited summer cans.

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