To celebrate Coca-Cola’s new visual identity and its enduring iconicity, we went back to the archives.

Rather than inventing another promotional reward, we brought back some of Coca-Cola’s most iconic prizes from the past, from yo-yos and mini coolers to jackets and other branded classics.

The idea taps into the growing power of nostalgia. For older generations, these objects bring back memories of Coca-Cola’s cultural presence and the moments they grew up with. For younger audiences, the same objects tap into the growing appetite for retro, analogue design and vintage fashion, turning Coca-Cola’s history into something new to discover and own.

It also celebrates the cultural symbols Coca-Cola has created over the years. By digging through the archives and reimagining these icons for today, we turned the brand’s past into a fresh reason to engage with it in the present.