Coca-Cola has launched its new “Classic” campaign, celebrating the brand’s presence in some of the world’s most beloved books.The integrated campaign taps into literary nostalgia, highlighting Coca-Cola’s appearances in classics such as The Shining by Stephen King, Extreme Metaphors by J.G. Ballard, and A House for Mr. Biswas by V.S. Naipaul.In this Analysis episode, we explore if this campaign is a stroke of genius or a nostalgic echo chamber, and whether other brands attempt something like this.This analysis piece is written by: Dhanya Vimalan

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