The Coca-Cola 'Open To Better' Katy Perry Can is Relatable
Michael Hemsworth — January 31, 2021 — Marketing
References: coca-colacompany & conveniencestore
The Coca-Cola 'Open To Better' Katy Perry can has been unveiled as a customized version of the packaging created by the singer to offer consumers a relatable resolution to inspire them and also support a charitable cause. The can is part of the brand's recent packaging campaign that encourages consumers to make and keep a resolution for the year. Perry's resolution of "I Promise to Meditate" is proudly emblazoned onto the can and will see 100% of the proceeds from sales going towards the ONE Campaign.
President and CEO of the ONE Campaign Gayle Smith spoke on the new Coca-Cola 'Open To Better' Katy Perry can saying, "Encouraging and inspiring young people during these challenging times couldn’t be more important and we are excited to be part of Coca-Cola’s ‘Open To Better’ campaign with Katy Perry. At ONE, we have the privilege of working with young activists all over the world, including across Europe, who use their voices to campaign for a world without extreme poverty. We’re honoured that our work will be supported by the proceeds of this limited edition can.”
President and CEO of the ONE Campaign Gayle Smith spoke on the new Coca-Cola 'Open To Better' Katy Perry can saying, "Encouraging and inspiring young people during these challenging times couldn’t be more important and we are excited to be part of Coca-Cola’s ‘Open To Better’ campaign with Katy Perry. At ONE, we have the privilege of working with young activists all over the world, including across Europe, who use their voices to campaign for a world without extreme poverty. We’re honoured that our work will be supported by the proceeds of this limited edition can.”
Trend Themes
1. Celebrity-endorsed Charitable Products - Opportunity for brands to collaborate with celebrities on customized products that incentivize consumers to support charitable causes.
2. Packaging Campaigns for Social Good - Opportunity for brands to create packaging campaigns that encourage consumers to make and keep resolutions while supporting social good initiatives.
3. Consumer Incentives for Charitable Donations - Opportunity for brands to give consumers an extra incentive to make charitable donations by tying them to celebrity-endorsed products.
Industry Implications
1. Beverage - Beverage brands can create packaging campaigns that engage consumers and incentivize them to support social good initiatives through celebrity-endorsed products.
2. Charity - Charities can collaborate with brands and celebrities to create customized products that incentivize consumers to make charitable donations.
3. Marketing - Marketing agencies can offer their expertise to brands seeking to create packaging campaigns that support social good initiatives and engage consumers through celebrity endorsements.
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