Pause — Trink Coca-Cola, Herbert Leupin (1953)

‘Trink Coca-Cola’ was a campaign led by Swedish designer Herbert Leupin during a time of the brand’s expansion into Europe and attempted to dissociate with its new given symbol of post-war prosperity.

Coca-Cola as a brand already had accomplished marketing technique through hiring photographers to take images of celebrities drinking their product. However, after World War Two part of the world rejected Coca-Cola which even sparked campaigns for the soft drink to be banned in countries such as Switzerland. It was Swiss law at this time that phosphoric acid, an ingredient in Coca-Cola, was not allowed in any items meant for human consumption. Despite this fact the ‘Pause — Trink Coca-Cola’ was designed and produced in Herbert Leupin’s home country of Switzerland.

In the 1950’s when this poster was created, Herbert Leupin was already an established advertising designer who mainly specialised in posters and ads for other product campaigns such as toothpaste and shoes. He also created content for a Swiss newspaper named ‘Die Weltwoche’.

Herbert Leupins simple visual style is consistent through out all of his designs using bold childlike images and colours, this was very different from other contemporary designers of the 1950’s who were much more austere. Leupins was entirely set apart from the Swiss designers who followed Neue Grafic which was typically laid out in four columns across the page with strictly no illustrative or artistic aspects to them.

The main poster for this ‘Pause — trink coca-cola’ was blown up to a billboard size at 128x90cm. It has a naive and almost childlike aspect to the main images of the page which contrasts to the photomontage used to highlight the logo of Coca-Cola and their iconic bottle sitting on the chair. Consistent with Leupin’s other advertisement posters bold, block, primary colours are used to create a bright fun poster. Both the aspect of contrast and photomontage draw the eye straight to Coca-Colas branding without ruining the overall aesthetic of the poster. The trumpet and music stand both help to suggest a musician taking a Coke break which was a very important marketing technique for the brand. Herbert Leupin helped sway the people of Switzerlands thoughts on design and Coka-Cola which helped the brand reach global exposure and create what it is today.