DRINK HAPPINESS by Ogilvy & Mather Mexico for Coca-cola

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DRINK HAPPINESS

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Industry Soft Drinks
Media Promo & PR, Case study
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Ivan Carrasco
Copywriter Sergio Diaz-Infante, Juan Carlos Meza
Producer Juan Pablo Osio
Released August 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: COCA-COLA DE MÉXICO
Product/Service: COCA-COLA
Agency: OGILVY MEXICO
Creative Vice President: Jose Montalvo (Ogilvy México)
Creative Vice President: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Iván Carrasco (Ogilvy México)
Copywriter: Carlos Meza (Ogilvy México)
Copywriter: Sergio Díaz Infante (Ogilvy México)
Account Manager: Alfonso Alcocer (Ogilvy México)
Producer: Juan Pablo Osio (Ogilvy México)
Media placement: Give Away Item - P.O.S - 1 February 2012 - 1 May 2012

Insights, Strategy & the Idea
Client wanted to launch a promotion to sell more product without modifying the price.

Mexicans are such true consumers and most of them drink Coca - Cola because they relate consumption with friends and family.

Mexico are going through tough times, then Coca-Cola as a positive brand, should share good will messages that could be share among consumers.

For both client and consumer, the promotion was relevant. For client, Coca-Cola was the positive-message provider and for consumers they were the drivers that completed the circle, they were whom shared positive messages.

Creative Execution
We wanted the messages to be 'in' the people instead of the streets, we achieved this throughout a give away. We designed ice trays shaped with positive words (love, laughter and peace) which were given with the purchase of two 2.5l Coca Cola bottles. That way people were able to cool down their Cokes with happiness.

POS were the main channel because all consumers visit these sites to get their Cokes. There the ice-trays were given which would help people to get the message once they would use them to drink a cool Coca-Cola.

Results and Effectiveness
• Around 50,000 happiness ice trays were distributed as a gift when two 2.5 litre bottles of Coca-Cola were bought, product distribution.

• 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, you could give it an extra touch of happiness which makes the moment of consumption more fun and symbolic.