“COCO COLA’s New creative social packaging helps freshers break the ice”
Here is the new creative way that goes beyond marketing. Ya this is more than the style of marketing. The friendly twister idea from coco cola. What more the cola brings? friends always do need a path to start their bonds with a hand shake. Here is the twister’s smart way that makes the fresh people much better in interacting with each other.
FIRST DAY OF COLLEGE- THE DAY WHEN TALKS AND INTERACTIONS ARE REDUCET TO ZERO…. cola made a FRESHMEN BOND!!! ♥ 😛
The bottle cap idea from Colombia!!
the project was developed by Leo Burnett in Colombia to inspire communication between freshmen on the first day of college.
Coca-Cola further promotes the idea of sharing with a new simple design solution for a bottle cap that has been recently unveiled in Colombia. A new cap allows to open a Coke plastic bottle only with another bottle—
The new bottle boosted sales (two bottles had to be purchased at a time to open each other) and helped students make friends. The new caps had special elements that made them work as puzzle pieces—only when put together, the bottles could click and be opened with a twisting motion. That was what theLeo Burnett Colombia’s team planned: to get strangers click immediately.
The new project follows in the footsteps of another friendship-inspiring effort by Coke, the sharing can. A regular can could split into two tiny versions, coming as an illustration of how happiness can grow yet bigger by sharing.
http://www.adweek.com says much more..
No one is better than Coca-Cola at having all of 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, who are also generally not opposed to pairing off: college freshmen at the beginning of the school year. It put a stash of the bottles on a campus. The students had to partner with someone if they wanted to open their Coke.
The idea is reminiscent of last year’s Sharable can,which splits in half(created by Ogilvy & Mather France and Ogilvy Asia-Pacific), except this time the eager freshmen got to have a whole Coke—along with a small exchange that got the ball rolling.
-SRINIVAAS J @JS creations