Coca-Cola, the world’s most democratized brand, partnered with Gallaudet University to create the first official American Sign Language (ASL) name sign for a global brand. To celebrate, Coca-Cola reimagined its iconic Hilltop ad as a silent ASL performance, proving that music, like Coke, is for everyone.
We Want to Teach the World Sign
Coca-Cola partners with Gallaudet University to create the first-ever official ASL name sign for a global brand
Client
- The Coca-Cola Company
Office
- Atlanta
Coca-Cola is a brand built on universal connection, shared across every culture, language, and community. However, in American Sign Language, the brand’s informal name sign did not reflect its inclusive values or show respect to the deaf and hard-of-hearing community. This contradiction needed to be addressed to ensure Coca-Cola’s message of connection truly resonated with everyone.
In deaf culture, name signs are not chosen but earned—they are given as marks of respect and identity. Coca-Cola’s informal ASL name sign was not inclusive, creating a disconnect with the brand’s core value of universality. By collaborating with the deaf community, Coca-Cola had the opportunity to create a meaningful, authentic connection and demonstrate that its brand truly is for everyone.
Coca-Cola partnered with students from Gallaudet University, the world’s leading university for the deaf, to co-create the first-ever official ASL name sign for a global brand. The new name sign, inspired by Coca-Cola’s iconic ribbon, was designed to be an authentic representation of the brand and a symbol of inclusion. To launch the name sign, Coca-Cola reimagined its legendary Hilltop ad as a silent ASL performance, proving that music, like Coca-Cola, transcends barriers and can be enjoyed by everyone.
The campaign sparked an outpouring of pride and support from the deaf and hard-of-hearing community, who embraced the new name sign as a symbol of inclusion and respect. The reimagined Hilltop ad, performed entirely in ASL, resonated deeply with audiences, demonstrating that Coca-Cola’s message of connection is universal. By creating a meaningful cultural moment, Coca-Cola strengthened its position as a brand that truly belongs to everyone, regardless of language or ability.
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