Coke Side of Life

Coca-Cola – “Coke Side of Life” x Lupe Fiasco:

To connect with a younger, urban audience, we teamed up with Lupe Fiasco to remix Coca-Cola’s global “Coke Side of Life” platform. This wasn’t just about featuring a rapper, it was about letting hip-hop culture color outside the lines and redefine what optimism looks like through its own lens.

For the first time in Coke history, we turned the iconic red bottle white, transforming it into a blank canvas for expression. Then, we built a digital world where teens could explore, design, and color their own Coke Side of Life experience. It was a choose-your-own-vibe universe powered by music, art, and identity.

Lupe represented more than music, he was a cultural architect. We didn’t just tap into hip-hop, we handed it the brush. This campaign invited a generation to see themselves in the brand, not through slogans, but through space, creativity, and control. Coke wasn’t just part of the culture, it was a platform for it.

• We made history, literally. From the bottle redesign to the immersive world we built, this campaign broke Coke tradition and invited a new generation to paint it with their voice. It was bold, it was different, and it was theirs.