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THE SHARING CAN

基本信息
行业: 非酒精饮料
媒体:设计与品牌
投放:新加坡
风格: Minimalism
说明cnen
Describe the brief from the client
The target audience was a mix between existing customers and new customers.

Coca-Cola has always been an integral part of people coming together. So the brief was to find the best and simplest way to bring this notion to life and make it even easier for consumers to make Coca-Cola their beverage of choice - especially for occasions when they come together with friends and family, connect and share a good time.

Promotion Development
As the idea was centered on sharing one can of Coca-Cola, versus forcing the consumers to seek out two individual Coca-Cola cans to share, we simply found a way to split one can in two.
Creating a new iconic product packaging would :
- Increase consideration : re-unite existing consumers and get new consumers within the category to consider Coca-Cola as a key element for their getting together and sharing a good time occasions.
- Get people talking about Coca-Cola/Increase brand love : we wanted people to sit up, be amazed and surprised by Coca-Cola via an idea that people would talk about, that disrupts and excites.

Results
We launched the limited edition cans in Singapore, an innovation market for The Coca-Cola Company, in order to gauge consumers' initial reactions and measure their emotional outtake to the idea. The Coca-Cola Sales Team went about their everyday business of visiting customers and distributing product. This time, we equipped them with The Coca-Cola Sharing Can to give out. With a discreet film person in tow, what we witnessed was widespread positivity, surprise in a good way, laughs and smiles. And, most importantly, instant sharing of the product. These consumer reactions perfectly fit within the Coca-Cola DNA : a beverage that 'opens happiness' in consumer's daily lives. And the video that captured this experience went viral, surpassing 1.1 million views immediately following its first week of activation with almost 40 000 shares. And was reported as #2 of the most shared ads during a 24 hour period.

Relevancy to Product/Service
- the strength of the creative and originality:
The idea is strong and simple: A coke can that can be split in two for a sharing moment.

- why it is most appropriate to the brand:
This product has been specifically tailor-made for Coca-Cola and it is all about sharing and happiness.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
插画:
设计:
客户主管:
客户主任:
客户企划:
制片:
导演:
摄影指导:
摄像师:
奖项
戛纳国际创意节 2013
金奖 设计
Promotional Item Design
戛纳国际创意节 2013
金奖 推广
Food and Non-Alcholic Drinks
戛纳国际创意节 2013
银奖 设计
Special Editions & Promotional Packaging
伦敦国际广告节 2013
金奖 设计
Beverages - Non-Alcoholic
伦敦国际广告节 2013
金奖 设计
Innovative Use of Design
伦敦国际广告节 2013
金奖 非传统类型
Guerrilla Marketing
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