Coca‑Cola marks 50(ish) years of its neon Kings Cross sign with nostalgic campaign
In February 1974, Coca‑Cola erected a massive billboard at the top of William Street in Kings Cross, a flood of red and white lights which has been seen as the literal and metaphorical gateway to the Cross ever since.
The sign turned 50 last February – not that Coke’s local marketing team noticed, or anything. Despite missing the anniversary by a good year, Coca-Cola Australia is nonetheless celebrating the sign’s 50th birthday in 2025, with “a special makeover and a collection of ‘meet me at the Coke sign’ moments.”
The new campaign will see a QR code added to the billboard next to the sign — the idea of which will no doubt rankle the traditionalists that reside in the Cross — which is intended to prompt passers-by to “share their personal stories of meeting friends and loved ones at the sign”.
Kate Miller, marketing director at Coca‑Cola Australia says of the sign, “from first dates to epic nights out, it has truly become the cornerstone of many incredible stories of meaningful connection.
“Coca-Cola extends its gratitude to the people of Kings Cross and the city of Sydney for embracing the sign as a symbol of community and celebration.
“Here’s to 50 more years of bright memories and may the sign continue to be an iconic meeting point in Sydney.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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Now bring back the Manzil Room and Bourbon & Beefsteak!
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Aren’t QR codes meant to be in majority pedestrian environments, not a billboard facing multiple lanes of traffic on one of Sydney’s busiest roads?
A bit unfair to the rest of us that are knocked down by publishers (and maybe the OMA?) because a QR code would encourage drivers to pick up their phone, but a big spender gets to put out a press release celebrating QR codes on billboards
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