自販機にセットされた、よく見かける赤のコカ・コーラ缶。しかしよく見ると真ん中に切り込みが入っており、引っ張ってみると中に2つの小さな缶が現れます。1つで2つのコカ・コーラを親しい人とシェアできるので、より相手との絆を深めることができそうです。
In the past years we have all been exposed to the “Share Happiness” plateform by Coca-Cola. They just pushed it a step further.
There was one thing you couldn’t share yet. And it is the best iconic marketing asset of the brand : the can. Now you can.
This is a nice and clever initiative by Ogilvy & Mather Singapore and Ogilvy & Mather France (Yes these are two posts on Adverblog in a row today for Ogilvy, but they deserve it).
Efficient marketing and best advertising concepts always come from simple ideas. I like this one. I am sure it must have been very complicated to touch the product design, then produce it. But at the end, the result looks very simple and this is why, in my opinion, it works. They managed to bring their concept (sharing happiness) to the ultimate reality, by applying it to the product. And they created a powerful new gimmick : Twist, turn and share.
At this point I don’t know if it is only a one shot campaign or if this new product will be industrialized.
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