Coca-cola Design & Branding COCA-COLA BOTTLE BAT by Ogilvy & Mather Sydney, The Promotions Factory

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Industry Soft Drinks
Media Design & Branding
Market Australia
Agency Ogilvy & Mather Sydney
Executive Creative Director Brett Howlett
Creative Director Brian Merrifield, Boris Garelja
Creative James Crawley, Jane Burhop
Designer Thom Davy
Producer Gabe Hammond
Agency The Promotions Factory
Released December 2011

Credits & Description

Category: Promotional Item Design
Product/Service: COCA-COLA
Executive Creative Director: Brett Howlett (Ogilvy & Mather)
Creative Director: Boris Garelja (Ogilvy & Mather)
Creative Director: Brian Merrifield (Ogilvy & Mather)
Strategic Director: Damian Damjanovski (Ogilvy & Mather)
Creative: James Crawley (Ogilvy & Mather)
Creative: Jane Burhop (Ogilvy & Mather)
Designer: Thom Davy (Ogilvy & Mather)
Account Director: Vickie Mogensen (Ogilvy & Mather)
Producer: Gabe Hammond (Ogilvy & Mather)
Media placement: The Coca-Cola Bottle Bat (Promotional Item free with purchase) - Convenience stores (eg 7/11's), petrol stations (eg BP) , licensed outlets and independent outlets - 26 December 2011
Media placement: TV Campaign - 15 and 30 sec - During Test Cricket Telecast On All Major Australian Channels - 26 December 2011
Media placement: Outdoor Campaign - Australia wide - 22 December 2011
Media placement: The Coca-Cola Bottle Bat (once redeemed an in the hands of the public) - Used on beaches, streets and backyards across the country - 27 December 2011

Describe the brief from the client
Utilise Coca-Cola's sponsorship of Cricket Australia to sell more 2L products over the summer period.

Initially briefed to come up with a TV ad to leverage Coca-Cola's sponsorship of Cricket Australia, we saw this as an opportunity to make more than just an advertisement.

Describe the challenges and key objectives
In Australia, the summer cricket season is packed full of cross promotions and sponsorships that focus on the televised game. The major challenge was to come up with a concept that had some cut-through, and didn’t fade into the background.

Describe how you arrived at the final design
Instead of competing with other brands during the telecast, our attention turned to the game being played off the field: backyard cricket.
We wanted to create something that turned every casual game of cricket played on the beaches, streets and backyards of Australia turned into an advertisement for Coke.
Our idea: The Coca-Cola Bottle Bat. A handle that screws onto the neck of an empty 2L Coke bottle, transforming it into a makeshift cricket bat.
Not only did the Coca-Cola Bottle Bat link Coke with the Australian Cricket team, it also made 2L purchase an essential part of the campaign.

Give some indication of how successful the outcome was in the market
What started as a run of 60,000 bottle bats transformed into 400,000, which were all redeemed in just 6 weeks.

Convenience stores and petrol stations that stocked the Bottle Bat saw a 2L volume increase of a massive 24%.

Independent outlets also saw volume jump 21% and in licensed outlets volume growth was triple the already ambitious expectation.

What really proved that the campaign was a success was this: convenience stores that stocked the Bottle Bat did indeed see volume spike by 24%. However, a particular chain of convenience stores decided against the promotion – and as a result saw 2L volume decline by 6.9%.