Open to Better
The Coca-Cola Company
Issue 58 | March 2021
Agency
72andSunny Amsterdam
Creative Team
Executive Creative Director Laura Visco Creative Director Emiliano Trierveiler Sr Designer Pauline Sall Sr Writer Jorge Brandao Writer Dimitri Deneuville Designer David Diankanguila
Production Team
Director of Production Stephany Oakley Executive Producer Jennifer Cursio Sr Film Producer Eline Bakker Production company Stink Films London
Other Credits
Strategy Director Armando Potter Comms Strategist Charlotte Rubesa Group Brand Director Rob Conibear Brand Director Angelina Joy Brand Manager Marie Henaff Sr Business Affairs Manager Melissa Kincaid
Date
December 2020
Background
'Open to Better' was a call to action after Coca-Cola’s ‘Open Like Never Before’ advertising, which featured George The Poet inviting everyone to stay open and optimistic.
Idea
As the old year came to a close and people were thinking of new year’s resolutions, Coca-Cola wanted to give give people the chance to commit to personal change.
The iconic logo was removed from every can and space created where Coca-Cola fans could share positive messages with friends and family for a better year ahead.
In addition, they could purchase personalised cans through a new online store. The can was a canvas on which they could record their resolutions and send them directly to their homes or to loved ones. The most inspiring were turned into short films Pop star Katy Perry and Manchester United footballer Marcus Rashford, amongst others, used their social channels to commit to being ‘Open To Better’ using these inspiring Coke cans.
Our Thoughts
I’ve written about packaging elsewhere (pages 13-15) and what a great opportunity it gives brands to establish real relationships with customers. Coke led the way with personalised cans and bottles back in 2013 when they printed popular names on the labels. This continues that ‘share a Coke theme. Ads in social drove traffic to a website where people could create a message for themselves, their New Year’s resolution, or have one mailed to a friend with a relevant message.
The whole integrated campaign revolves around the can, which, personally speaking, I find refreshing (pun intended).
It’s an example of what the blogger and writer Dave Trott thinks is rare these days: advertising intended to be noticed, remembered and acted upon.