Breaking the Seal on Culture: How Coca-Cola Earned It’s Place in the Conversation

Few brands have tapped into culture as consistently and authentically as Coca-Cola. From Sprite becoming the first brand to partner with hip hop artists, to unforgettable campaigns like last year’s horn-playing girl in India, to global partnerships with Marvel and Disney, Coca-Cola has always been ahead of the curve. They don’t just borrow culture—they help shape it, time and again. This fireside chat explores how Coca-Cola has earned the right to “break the seal on culture” and what it takes to authentically engage communities, forge iconic partnerships, and stay relevant across generations and geographies.