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Anthem Wins in Global Beverage Package Design Competition

Wednesday, December 03, 2008

Press release from the issuing company

SAN FRANCISCO, CA, Dec 02, 2008   -- Anthem Worldwide, a Schawk Strategic Design Company, announced that Anthem and its client, the Coca-Cola Company, were awarded SILVER for the Coca-Cola Beijing Olympic Games packaging by Beverage World's Best In Beverage Packaging, honoring the best in global beverage package design.

"We're very proud of our partnership with the Coca-Cola Company," said Michael Coleman, managing director of the Chicago office of Anthem Worldwide, "and honored that Anthem was engaged to help Coke create and develop the package design system and standards for the company's special packaging that was deployed before, during and after the Beijing Olympic Games."

Coca-Cola's road to Beijing began with its first Olympic sponsorship in 1928 and continued 80 years later with a 150-country Olympic marketing blitz. In their largest effort ever, Coke turned to Anthem's parent company, Schawk, Inc., and to Anthem to translate its Olympics communications strategy to packaging. Faced with balancing the company's visual identity standards with the International Olympic Committee's standards, the "Coke Side of Life" campaign principles, as well as the Beijing Olympics identity, Anthem found its own challenges of Olympic proportions.

With a team drawn from Anthem Worldwide offices globally, Anthem collaborated with a consortium of Coke's global design partners to inspire people to live on the "Coke Side of Life" coupled with the notion of Olympic possibilities. The package guidelines and standards incorporated brand elements drawn from East and West to position Coca-Cola as an active participant in the Beijing games, not a passive sponsor. The guidelines offered freedom for localization within a framework of global consistency that was adopted by key regions around the globe.

"This was a great opportunity to showcase Anthem's creative community from around the world," said Chris Plewes, global executive creative director of Anthem Worldwide. "In keeping with the Olympic spirit, our offices from Asia Pacific, North America and Europe participated to deliver a true 'East meets West' design."

"A critical element of the program's success was leveraging a wide range of our Company's talents," said Anne Marie Pagliacci, executive vice president, managing group director of Anthem Worldwide, "from strategic to creative to executional. It's a real world example of a progressive client's embrace of brand point management to deliver a compelling and consistent brand experience. With millions of consumers engaging with the Olympic packaging, Anthem helped Coke realize its bold, empowering and positive vision for the Beijing games."

Anthem Worldwide, a Schawk Strategic Design Company, is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services to our clients including Campbell's, Coca-Cola, E-Mart, Foster's, General Electric, Hbc, Kimberly-Clark, Microsoft, Nestle, Procter & Gamble, Revlon, Safeway and Unilever. With our network of world-class design professionals in 11 offices, Anthem is presently located in Chicago, Cincinnati, London, Melbourne, New Jersey, New York, San Francisco, Singapore, Sydney, Toronto, and York (U.K.). For more information on Anthem, please visit http://www.anthemww.com




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