After forty years of shining neon red on Sydney’s famous Kings Cross strip, the vintage Coca-Cola billboard residents have come to know is finally getting a makeover.
The billboard was erected in 1974. That’s over 40 years of prime real estate as far as branding goes, and Coca-Cola has managed to fuse itself with the identity of one of the most famous locations in Australia today. Pretty impressive, if you ask us!
What started as a simple execution in advertising grew into something more. This is a perfect example of where branding, advertising and marketing can transcend being “disruptive” and actually become culture.
But all things must come to an end. Sadly, the enormous billboard, affectionately known as “the Gateway to the Cross” was never heritage listed.
But it’s not all doom and gloom. Coca-Cola South Pacific spokeswoman has stated that the sign will be modernised with energy-efficient LED lighting and should be back up by early 2016.
“The Kings Cross Coca-Cola sign has been a beloved feature of the Sydney skyline for more than 40 years. We are currently working to restore it to its former glory and improve the energy efficiency,” she says.
The billboard demonstrates the power of simply being cool. A huge glowing red sign illuminating the street at night, reminding night owls of the ice-cold beverage they’ll more than likely be mixing their drinks with when they hit the local bars and pubs.
Now that’s cool.
Can you think of any other instances where a piece of advertising (a jingle, a billboard, even a headline) transcended its “duty” and became pop culture?
Let us know in the comments if you can! We can think of at least three.