What’s the latest weapon in the cola wars? Web fonts! Well, perhaps I shouldn’t go that far, but I can say that both Coke and Pepsi have launched sites leveraging the technology.
Coca-Cola’s Live Positively® campaign represents the company’s commitment to making a positive difference in the world. The livepositively.ca website features ideas and programs for balanced living, protecting the environment and benefiting local communities. Coca-Cola bolsters the rounded typeface resurgence by delivering its message through the VAG Rounded™ design.
Pepsi.se brings to Sweden the latest ideas, and stories from the Pepsi Refresh Project® – a campaign which funds ideas voted most likely to move our communities forward. The site looks ahead with the Futura® typeface, used for virtually all text across the site.
While the fact that the companies launched similar campaigns at the same time may raise eyebrows, it’s refreshing to see marketing dollars being directed at community enrichment. And I can’t think of a technology more appropriate than Web fonts to support programs aimed at driving change.