No one is better than Coca-Cola at having all its communications—down to the very packaging—embody the brand promise of happiness and sharing.
Leo Burnett in Colombia had the latest clever idea in that department. It dreamed up a design for Coke's plastic bottles featuring a cap that could only be opened when fit together with another bottle's cap and twisted. Thus, you have to pair off to be refreshed.
To show off the design, the brand found people in most desperate need of a little friendly conversation: college freshmen at the beginning of the school year. It put a stash of the bottles on a campus, and the students had to partner with someone if they want to open their Coke.
The idea is reminiscent of last year's sharable can, which split in half (created by Ogilvy France and Ogilvy Asia-Pacific), except this time the eager freshman got to have a whole Coke—along with a small exchange that got the ball rolling.
CREDITS
Client: Coca-Cola
Agency: Leo Burnett, Colombia
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