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Coca-Cola Sharing Can

May 29, 2013 at 10:44 by Laurent Comments

In the past years we have all been exposed to the “Share Happiness” plateform by Coca-Cola. They just pushed it a step further.

There was one thing you couldn’t share yet. And it is the best iconic marketing asset of the brand : the can. Now you can.

This is a nice and clever initiative by Ogilvy & Mather Singapore and Ogilvy & Mather France (Yes these are two posts on Adverblog in a row today for Ogilvy, but they deserve it).

Efficient marketing and best advertising concepts always come from simple ideas. I like this one. I am sure it must have been very complicated to touch the product design, then produce it. But at the end, the result looks very simple and this is why, in my opinion, it works. They managed to bring their concept (sharing happiness) to the ultimate reality, by applying it to the product. And they created a powerful new gimmick : Twist, turn and share.

At this point I don’t know if it is only a one shot campaign or if this new product will be industrialized.

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