Coca-cola Design & Branding DRINK HAPPINESS by Ogilvy & Mather Mexico

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DRINK HAPPINESS

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Industry Soft Drinks
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Art Director Sergio Diaz-Infante
Copywriter Juan Carlos Meza
Producer Juan Pablo Osio
Released February 2012

Credits & Description

Category: Promotional Item Design
Advertiser: COCA-COLA DE MÉXICO
Product/Service: COCA-COLA
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ruiz (Ogilvy México)
Head Of Art/Creative Director: Iván Carrasco (Ogilvy México)
Copywriter: Carlos Meza (Ogilvy México)
Art Director: Sergio Díaz Infante (Ogilvy México)
Producer: Juan Pablo Osio (Ogilvy México)
Media placement: Give Away Item - P.O.S - 1 February 2012 - 1 May 2012

Describe the brief from the client
The brief was to create a promotion that doesn't affect the price, but instead to give the product an added value that wouldn't represent an extra investment for the company.

Describe the challenges and key objectives
The challenge was to create a promotional item which was durable, attractive and useful for the consumer. At the same time, it needed to communicate the brand's values and create an interaction with the consumers.

Describe how you arrived at the final design
A Coke is not a Coke if you don't drink it cold. In Mexico, most of the people drinks it with lots of ice.

We used this insight to create Ice trays that make ice with the shape of happy words. This way, when consumers use ice to drink their cokes, they would drink a positive message.

Give some indication of how successful the outcome was in the market
• Around 50,000 'happiness' ice trays were distributed as a gift when 2 2.5 litre bottles of Coca-Cola where bought. Product distribution with the ice tray promotion was 6% higher than the distribution of Coca-Cola, 2 months prior to their entry into the market.

• The most important result, besides chilling your beverage, was that you could give it an extra touch of happiness which makes the moment
of consumption more fun and symbolic.