INVERTED PYRAMID by Leo Burnett Manila for Coca-cola

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INVERTED PYRAMID

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Industry Soft Drinks
Media Promo & PR
Market Philippines
Agency Leo Burnett Manila
Executive Creative Director Raoul S. Panes
Creative Director Alvin Tecson
Released July 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: THE COCA-COLA EXPORT COMPANY
Product/Service: COKE ZERO
Agency: LEO BURNETT MANILA
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: LEO BURNETT MANILA, Makati City, THE PHILIPPINES
Executive Creative Director: Raoul S. Panes (Leo Burnett Manila)
Creative Director: Alvin Tecson (Leo Burnett Manila)
Copywriters: Therese Endriga, Cey Enriquez (Leo Burnett Manila)
Art Directors: Mon Pineda, Farlet Vale, Steph Mangalindan (Leo Burnett Manila)
Account Managers: Cathy Nicolay, Ben Reyes, Joy Logico, Abby Guillergan, Kandice Ting (Leo Burnett Manila)
Media placement: Ambient - Groceries - July 15, 2009

Describe the objective of the promotion.
Coke Zero’s communication effort was to build on the equity of “making the impossible possible” which is true to what the brand promises (having that real Coke taste with zero sugar). All materials, even point of sale, had to reflect the proposition. In supermarkets and groceries where everything would blend into the shelves, it seemed impossible to stand out. Our task was to disprove that.

Describe how the promotion developed from concept to implementation
How to create something impossible, then make it possible AND functional? We needed to stop shoppers in their tracks the moment they saw the product. So why not use the product itself and stack them all in a big pyramid – then turn the whole thing upside down. Careful planning and collaboration with groceries had to be made. A pole designed as the bottom-most Coke Zero can ran from the ground up, supporting the whole structure. The shelves were made so thin, they almost looked invisible. And stock boys were instructed to constantly replenish cans to maintain the pyramid’s form.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Inverted Pyramid display vividly separated Coke Zero from the sea of sodas in the shelves. Clear proof was the 13% sales increase in supermarkets and groceries since installation of the special stands.

Explain why the method of promotion was most relevant to the product or service
The proposition was brought to life in-store. Shoppers experienced the impossible made possible first hand as they shopped and picked up products from the display.