Wieden + Kennedy Amsterdam’s new global campaign for Coca-Cola launches this month, sporting new tagline, Coke Side of Life. “It was really difficult to put a tagline on this brand, it’s had 120 different tags before,” explain creative directors Rick Condos and Hunter Hindman. “It’s got to the point where the brand is so ubiquitous that you stop noticing it. A lot of our job is not to walk away from Coke’s brand values, but to create something where you feel you see the brand for the first time.”