Coca-cola Promo, Design & Branding THE SHARING CAN by Ogilvy & Mather Singapore

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THE SHARING CAN

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Industry Soft Drinks
Media Promo & PR, Design & Branding
Market Singapore
Agency Ogilvy & Mather Singapore
Director Giovanni Fantoni Modena
Producer Lorenzo Hassan
Illustrator Robyn Makyson
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Food and Non-Alcholic Drinks Gold
Design Lions Promotional Item Design Gold
Design Lions Packaging Design; Special Editions & Promotional Packaging Silver

Credits & Description

Type of entry: Product & Service
Category: Food and Non-Alcholic Drinks
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Chief Creative Officer: Chris Garbutt/Eugene Cheong (Ogilvy France/Ogilvy Singapore)
Creative Directors: Frederic Levron/Yvan Hiot/David Raichman (Ogilvy France)
Copywriters: Baptiste Clinet/Nicolas Lautier/Florian Bodet/Martin Olivier/Xiaoan Cheng (Ogilvy France/Ogilvy Singapore)
Art Directors: Baptiste Clinet/Nicolas Lautier/Florian Bodet/Martin Olivier/Nicolas Gagner/Erde (Ogilvy France/Ogilvy Singapore)
Illustrator: Robyn Makyson (Ogilvy France)
Tv Producers: James Brook Partridge/Laure Bayle/Aurélie Appert (Ogilvy France/Ogilvy Singapore)
Director: Giovanni Fantoni Modena ()
Assistant Director: Sibilla Morgantini ()
Producer: Lorenzo Hassan ()
DOP: Claude O'steen ()
Assistant Camera: Abhilash Chandrasekaran ()
Account Supervisors: Philip Heimann/Louise Kuegler/Tonya Fossey/Jiamei Tay/Anne-Sophie Carbo/François (Ogilvy France/Ogilvy Singapore)
Advertiser's Supervisors: Leonardo O'grady/Anubha Sahasrabuddhe/Andrew Jeffrey/Lindene Cleary/Benny Lee/St (The Coca-Cola Company)
Planners: Hadi Zabad/Mark Sinnock (Ogilvy France/Ogilvy Singapore)
Designers: Martin Olivier/Olivier Brechon (Ogilvy France)
Describe the brief from the client
The target audience was a mix between existing customers and new customers.
Coca-Cola has always been an integral part of people coming together. So the brief was to find the best and simplest way to bring this notion to life and make it even easier for consumers to make Coca-Cola their beverage of choice - especially for occasions when they come together with friends and family, connect and share a good time.

Promotion Development

As the idea was centered on sharing one can of Coca-Cola, versus forcing the consumers to seek out two individual Coca-Cola cans to share, we simply found a way to split one can in two.
Creating a new iconic product packaging would :
- Increase consideration : re-unite existing consumers and get new consumers within the category to consider Coca-Cola as a key element for their getting together and sharing a good time occasions.
- Get people talking about Coca-Cola/Increase brand love : we wanted people to sit up, be amazed and surprised by Coca-Cola via an idea that people would talk about, that disrupts and excites.


Results

We launched the limited edition cans in Singapore, an innovation market for The Coca-Cola Company, in order to gauge consumers' initial reactions and measure their emotional outtake to the idea. The Coca-Cola Sales Team went about their everyday business of visiting customers and distributing product. This time, we equipped them with The Coca-Cola Sharing Can to give out. With a discreet film person in tow, what we witnessed was widespread positivity, surprise in a good way, laughs and smiles. And, most importantly, instant sharing of the product. These consumer reactions perfectly fit within the Coca-Cola DNA : a beverage that 'opens happiness' in consumer's daily lives. And the video that captured this experience went viral, surpassing 1.1 million views immediately following its first week of activation with almost 40 000 shares. And was reported as #2 of the most shared ads during a 24 hour period.


Relevancy to Product/Service

- the strength of the creative and originality:
The idea is strong and simple: A coke can that can be split in two for a sharing moment.
- why it is most appropriate to the brand:
This product has been specifically tailor-made for Coca-Cola and it is all about sharing and happiness.