NEW YORK – For the first time in nearly 100 years, The Coca-Cola Company is using its iconic Times Square sign to promote the full breadth of its beverage portfolio.

Creative premiering this month on Coke’s new 3D billboard showcases the many drinks Coca-Cola USA makes and sells – from the new Coca-Cola Zero Sugar and smartwater, to Core Power and fairlife, to Honest Tea and Odwalla – to Big Apple commuters and tourists. Video content also highlights the local, human touch of Coke’s U.S. business.

“Our new sign in Times Square is the perfect platform for us to tell our total beverage company story – the amazing array of brands we offer for all occasions and lifestyles – in an engaging way and in one of the world’s most marquee locations,” said Caren Pasquale Seckler, vice president, social commitment, Coca-Cola North America. “We’re also taking this opportunity to highlight the localness of our operations and the value we bring to communities and economies across the country through the voices and faces of our people.”

The content brings #CocaColaRenew content currently airing on TV, online and in print to the 300,000 people who pass through the busy Manhattan crossroads each day. The multi-channel #CocaColaRenew storytelling initiative comes at a pivotal time for Coca-Cola, which by the end of 2017 will wrap up a decade-long process to return ownership of local bottling and distribution operations to independent company partners across America.

Coca-Cola unveiled the six-story Times Square sign – which features 1,760 independently moving LED screens, choreographed to the content on display and which holds Guinness World Records for the first and largest 3D robotic billboard – in August. The towering display uses proprietary, first-of-its-kind motion technology to create a multisensory experience. Each high-resolution LED cube is programmed to independently extend and retract, extending out into the crowd and creating a multisensory experience.

From its pioneering use of painted wall murals in the 1890s, to iconic neon spectaculars in Piccadilly Circus in London to King’s Cross in Sydney, Coca-Cola has always been at the forefront of outdoor advertising innovation. Coca-Cola’s first Times Square sign was installed in 1920, making it one of the world’s longest-running billboards and helping the colorful intersection earn its reputation as the global hub of 24/7 advertising. Read more about Coke’s history in Times Square.