Coca-cola Design & Branding THE FRIENDSHIP MACHINE by Ogilvy & Mather Buenos Aires

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Industry Soft Drinks
Media Design & Branding
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio
Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Art Director Ignacio Flotta – Nicolás Vara.
Released July 2010

Credits & Description

Category: Point of Sale
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Date of First Appearance: Jul 20 2010
Entrant Company: OGILVY ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Gaston Bigio (Ogilvy Argentina)
Head of Art: Jonathan Gurvit (Ogilvy Argentina)
Creative Director: Javier Mentasti (Ogilvy Argentina)
Creative Director: Ignacio Ferioli (Ogilvy Argentina)
Copywriter: Nicolas Vara (Ogilvy Argentina)
Art Director: Ignacio Flotta (Ogilvy Argentina)
General Planning Director: Julieta Rey (Ogilvy Argentina)
Agency Production: Jose Cardelli (Ogilvy Action Yunes) (Ogilvy Argentina)
Accounts Directors: Karina Aiello (Ogilvy Action Yunes)/Guadalupe Acuña/Natalia Noya (Ogilvy Argentina)
Production Chief: Marcelo Ramos (Central de Producers) (Ogilvy Argentina)
Agency Producer: Esteban García Ciraldi (Ogilvy Argentina)
Client: Guido Rosales/Luis Gerardin/Alberto Velazco (Coca-Cola)
Media placement: Ambient - Theatres Lounges And Malls - 20 Julio 2010

Describe the brief from the client
The Coca Cola Friendship Machine is a promotional campaign to celebrate Friend’s Day in Latin America.

Describe the challenges and key objectives
We designed a structure with a 2 for 1 Coke offer but with a little detail, this particular vending machine was 3.5 meters tall. So friends had to cooperate with each other to insert the money into the machine slot and have access to the 2 for 1 Coke promo.

Describe how you arrived at the final design
The machine turned the simple action of using a vending machine into an extraordinary moment. A moment of joy and fun shared with friends.
The Coca Cola vending machine is a true icon, an icon we redesigned for the very first time in history.

Give some indication of how successful the outcome was in the market
7 countries enjoyed the Friendship Machine promo. 800 Cokes were sold in 9 hours. That’s 1075% more sales than with a regular vending machine. Thousands of comments on blogs and social networks around the world. With friendship as the means to make it possible.