oca-Cola is trying to bring back the days when the brand was woven by artists such as Keith Haring into the popular culture. With the help of production shop, the Ebeling Group, Coke has recruited shops in five continents, that include Designers Republic from England, MK12 from Kansas, Lobo from Sao Paulo, Brazil, Caviar from Japan, and Rex & Tennant from South Africa, to achieve the goal.

Coca-Cola "has grown apart from the art world" and the company wants to "get back to that essence," said an Ebeling executive. "It�s more than packaging," said a Coca-Cola spokesman. "It�s an experiential concept." The company�s plan is still in the nascent stage. With very few rules but lots of discussion on how to reintroduce Coke to Generations X, Y and Next, Coke and the designers are charged with creating an iconic experience for clubbers using collectible packaging, videos and music.... more