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.
So we immediately reverted to the packaging and can itself as a starting point.
From a design perspective, the challenge to solve was how to convince the Coca-Cola Company to break the most iconic can ever into two parts, splitting the Coca-Cola logo right down the middle as a result.
We also had an industrial challenge in how to produce a new can that would be distributed on a small, local scale for a pilot within a considerably short delay.
Our key objectives :
Create a new iconic product packaging that 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.
– Create a new standard of consumption (moderated dosage), through new packaging.
As the idea 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.
We launched the 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.
As a result of all of this enthusiasm, the Coca-Cola Company is in the process of expanding the operation globally.