Celebrating a connection that stretches back more than 80 years, Coca-Cola® and Lee Jeans are launching a new fashion collaboration, inspired by the official Coca-Cola Bottler uniforms which Lee created in the 1930’s.
This collection is being supported by an integrated campaign that will run across Asia Pacific. Themed “Real Buddies”, the campaign is a salute to the long and lasting friendship between two brands that have an authentic connection. The work takes a refreshingly retro approach to fashion advertising that defies category conventions. Inspired by vintage Coca-Cola and Lee Jeans posters from the 1940’s and 1950’s, the campaign features modern day moments captured using vintage illustration techniques instead of fashion photography. Titled “Real Buddies Since 1930”, the four painted images evoke the classic nature of the two brands, showing moments between buddies that reflect the close nature of Coca-Colaand Lee’s relationship. Each of the four images is a classic homage to their shared cultural
history, showing iconic moments of friendship – girlfriends dancing in front of their townhouse at a block party, riding down Ocean Drive in sunny L.A. with a BFF, an idyllic afternoon at the county fair, and creating shared memories with a group of friends at a music festival. While the images have an authentically vintage vibe to them, hidden elements in each scene hint that this is not some lost moment from long ago, but a timeless moment that could be happening now.
The integrated campaign includes print, event, in-store, social, digital, and public relations. In a surprising twist, these vintage visuals were brought to life to create video content, giving their old-world charm a modern interpretation that echoes Lee’s long history of innovation and reinvention. Social activations and content celebrate real world “Real Buddies”, drawing people into the story. These are supported by on-ground events such as flash mobs featuring Coke® X Lee Bottlers reminiscent of the original 1930’s bottlers, challenging friends on the street to demonstrate their “Real Buddiness”.
Lee will open a pop-store store at Kiosk 107B & C , 1/F, Mira Place, Tsim Sha Tsui on 4th
January 2020 together with the launch of the marketing campaign.