Designed as part of Coca-Cola’s M5 initiative in 2006 — 21st century Coke’s attempt to re-align with its Warholian pop-cultural past. TDR were invited to represent Europe joining 4 other globally dispersed creative agencies in ‘exploring the improbable to throw up some very exciting possibilities’. Love Being was a TDR™ idea ignited by Coke’s ‘Better World’ manifesto. 

While cynicism remains key to the analytical process, it is optipositivity which inspires and effects progress as distinct from change. Following on from Life Before Death (for Liberty, London) and TDR™/ Pho-Ku Corp’s own Kill Yourself project, the core concept behind Love Being was deliberately equally ambiguous — either modus operandi or personal affirmation — the medium and the message. It’s the lightbulb flashing in your head and the warm glow of your beating heart.

Coca-Cola gave us the opportunity to continue infecting our commercial work with our own ‘high ideals and crazy dreams’. The alu-bottles themselves were developed as a result of global research which found that the uniquely shaped Coke ‘contour’ bottle was seen by consumers as the most iconic element of the brand’s assets, above even the Spencerian script logo. The majority of Coca-Cola’s sales of individual units were in cans, which are the same standard shape and size as any other soft drink. To recapture the brand essence of the contour bottle the company explored the possibility of creating a ‘contour can’. TDR’s Love Being design, as part of the M5 project, was one of five limited edition alt-bottles created to launch the new format globally. Technical problems in the mass production and distribution of the alt-bottles as a new standard format meant that they were always restricted to special / limited editions.
We have just a handful of file copies of these desirable ‘pop cultural’ Coke / design collectors items available (without Coke in them!).

(Measures 50x180mm)