VINTAGE MERCHANDISING by Bcube Milan for Coca-cola

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VINTAGE MERCHANDISING

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Industry Soft Drinks
Media Promo & PR, Case study
Market Italy
Agency Bcube Milan
Art Director Marco Cantalamessa
Copywriter Francesco Bozza - Umberto Casagrande, Federico Bonenti
Producer Michele Virgilio
Illustrator Daniele Efferni, Stefano Riboli, Renato Sorrentino, Anna Citelli
Released November 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: COCA-COLA ITALIA
Product/Service: COCA-COLA
Agency: BCUBE
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer/Executive Creative Director: Francesco Bozza (BCube)
Copywriter: Francesco Bozza (BCube)
Copywriter: Federico Bonenti (BCube)
Art Director: Marco Cantalamessa (BCube)
Group Account Director: Marta di Girolamo (BCube)
Account Director: Raffaello Dell'Anna (BCube)
Global Planning Director: Serena Artaldi (BCube)
Strategic Planer: Pietro Costamagna (BCube)
Producer: Michele Virgilio (BCube)
Marketing Director: Cristina Santucci (Coca-Cola Italia)
Creative Exellence Manager: Francesco Cibò (Coca-Cola Italia)
Director Corporate Identity, Public Affairs & Communications: Sara Ranzini (Coca-Cola Italia)
Connections Manager: Barbara Sala (Coca-Cola Italia)
Director Research & Development/Strategy: Alessio Fattore (Starcom Italia)
Executive Director: Boaz Rosemberg (Starcom Italia)
Media Director: Elena Bianchi (Starcom Italia)
Illustrator: Renato Sorrentino
Illustrator: Anna Citelli
Illustrator: Daniele Efferni
Illustrator: Stefano Riboli
Media placement: Calendar - Promotion - 15/12/2009
Media placement: Posters - Fleamarket/Gadget Shops & Online - 16/05/2009
Media placement: Gadgets - Fleamarket/Gadget Shops & Online - 16/05/2009
Media placement: Postcards - Restaurant & Magazine - 01/01/2010
Media placement: Agendas - Promotion - 15/12/2009

Results and Effectiveness
Merchandising has delivered as a broadcast-level medium. Platemats, postcards, calendars and posters have yielded over 160 million impressions in a year, with a total reach safely over 60% of All Adults, at no additional cost. TV would have generated the same level of exposure in two weeks, but at an incremental cost of about 1 million Euros.

Creative Execution
We have redrawn the image of Coca-Cola, for the first time on the setting of an Italian table with a vintage flavour. The activity leveraged an asset which was already in place (the vintage merchandising line), only making it consistent with local brand objectives. The new setting was the basis for a massive production of merchandising which have become, quite spontaneously, the backbone medium of our campaign: these originated what we came to call ‘Kitchen GRPs’, a continuous visibility in consumers’ home at no additional cost.

Insights, Strategy & the Idea
Build the association of Coca-Cola with Italian meals, overcoming cultural barriers and traditional habits. We are in Italy, where food and cooking are felt in a unique way. Home-cooked meals are generally associated to wine and water, while Coca-Cola is usually associated with special and out-of-home occasions. A perception that couldn’t be challenged by an ordinary TV campaign aired little longer than a month. There’s an opportunity for Coca-Cola to infiltrate and gain a firm foothold in the everyday life of Italians, and gain relevant exposure for much longer than paid-for OTS: the merchandising of Coca-Cola. Since their early years, the Coca-Cola ads have been the subject of a wide variety of objects, such as trays or calendars, found in bars, flea markets, or in our homes: but none of these places Coca-Cola in the context of an Italian family meal.