This Coca Cola Happiness Campaign Requires Two to Open a Coke
Laura McQuarrie — May 27, 2014 — Marketing
References: cocacolabrasil.br & adeevee
Coca-Cola happiness campaigns usually involve very simple actions that are interjected into situations in daily life that could use a little lift. In this case, the 'Friendly Twist' was introduced to a campus on the first day of school, where most students seemed to be interested in their smartphones than making friends.
Coca-Cola set up a fridge filled with Cokes, but there was a catch—the Coca-Cola bottles were designed with a "twist" and they are pretty much impossible to open on their own. Instead, two caps are designed to interlock and when you find another friend with an unopened bottle, the two of you can work together to twist them open. The action is small but it's a great way to conjure up some smiles and help people break the ice.
Coca-Cola set up a fridge filled with Cokes, but there was a catch—the Coca-Cola bottles were designed with a "twist" and they are pretty much impossible to open on their own. Instead, two caps are designed to interlock and when you find another friend with an unopened bottle, the two of you can work together to twist them open. The action is small but it's a great way to conjure up some smiles and help people break the ice.
Trend Themes
1. Collaborative Packaging - Opportunity to create packaging that requires collaboration to open, encouraging social interaction and a sense of community.
2. Interactive Marketing - Opportunity to engage consumers through interactive marketing strategies that create memorable experiences and generate a positive brand impression.
3. Innovative Promotions - Opportunity to develop unique and innovative promotional campaigns that go beyond traditional methods to create a buzz and connect with consumers.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to implement collaborative packaging designs to enhance consumer experience and foster social interaction.
2. Advertising and Marketing - Opportunity for advertising and marketing agencies to incorporate interactive marketing techniques into campaigns to capture consumer attention and drive engagement.
3. Promotional Products - Opportunity for promotional product companies to offer innovative and engaging promotional items that create a lasting impression and generate brand awareness.
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