Over 2,000 people attended the 'Always an Icon' event at Las Setas on July 24, where the company officially presented its renewed image. The following day, the campaign extended to the 80,000 attendees of La Velada del Año VI at the Estadio de La Cartuja.
Seville has been chosen by Coca-Cola to kick off its new visual identity in Europe. The American company celebrated a double event in the Andalusian capital last weekend, combining music, urban culture, and community under the slogan “New image. Same great taste.”
The first event took place on July 24 in Plaza de la Encarnación, where the iconic Las Setas monument hosted the free event ‘Always an Icon’. More than 2,000 people gathered to witness performances by Jerez artist Raule, singer Marta Santos, and DJ duo Mëstiza, in an evening that officially presented the renewal of the iconic logo and the drink's packaging.
The choice of Seville was not coincidental. Company sources highlighted that the city symbolizes values of tradition and modernity that align with the brand's narrative. Additionally, Coca-Cola allocated more than 35% of the project's budget to local suppliers and employed 50% local staff for the event's development, according to company spokespeople.
The event featured the presence of content creators and influencers, who shared the experience with their followers on social media. Until the performances began, attendees enjoyed various interactive experiences and sampled the drink.
The following day, July 25, the campaign moved to the Estadio de La Cartuja, where La Velada del Año VI took place, a massive event organized by streamer Ibai Llanos. In front of 80,000 people, Coca-Cola created one of the most talked-about moments of the night: the entire stadium lit up in unison with red flashes, creating a spectacular image. Two attendees discovered that their flashes were golden, allowing them access to the VIP area of the event.
Music once again took centre stage with a performance by Yami Safdie, who sang ‘Always Coca-Cola’, a song celebrating excitement and unity. Viewers following the event via streaming – which surpassed 7.9 million simultaneous viewers – could obtain exclusive Coca-Cola x La Velada VI t-shirts by scanning a banner on screen.
With this double event, Coca-Cola reaffirms its commitment to a renewed identity that enhances its most iconic assets: the characteristic red, Spencerian typography, and the dynamic wave, while maintaining the same taste. The company aimed to turn a corporate milestone into a celebration of the city, strengthening its bond with Seville and local talent.
For the people of Seville, this event represents an opportunity to see how a global brand chooses their city as an international showcase. Furthermore, the commitment to local suppliers and staff has generated a positive economic impact in the area. Attendees at both events enjoyed a unique experience that combined music, culture, and the iconic drink.
The new Coca-Cola image is now available at retail outlets across Spain, being the first European market to launch it. It is expected to roll out to the rest of the continent in the coming months.
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