Post by The Coca-Cola Company

In parts of Argentina, some football communities have never accepted Coca‑Cola red. The color belongs to the rival club. "You Must Love Coke" is a creative campaign that was built with that constraint in mind — zero red pixels across every execution. The designs work as optical illusions because after 140 years embedded in football culture, fans' brains supply the color themselves. The campaign ran across supporter routes and stadium perimeters in Argentina — places where Coca‑Cola red had never appeared before, made visible only by the fans themselves.