Coca-Cola Sharing Can
The Coca Cola Company
Issue 29 | December 2013
Agency
Ogilvy & Mather Paris
Creative Team
Chief Creative Officer, Ogilvy & Mather France Chris Garbutt Chief Creative Officer, Ogilvy & Mather Asia Pacific Eugene Cheong Creative Directors Frederic Levron Yvan Hiot David Raichman Copywriters Baptiste Clinet Nicolas Lautier Florian Bodet Martin Olivier XiaoAn Cheng Art Directors Baptiste Clinet Nicolas Lautier Florian Bodet Martin Olivier Nicolas Gagner Erdenechimeg Erden Illustrator Robyn Makynson
Production Team
Designers Martin Olivier Olivier Brechon Technical Partner Capital Innovation
Other Credits
Account Management Philip Heimann Louise Kuegler Tonya Fossey JiaMei Tay Anne-Sophie Carbo Francois Phan Laurianne Maury Planners Hadi Zabad Mark Sinnock Clients Group Director-Marketing & Commercial Leadership John Hackett IMC Director Coca-Cola ASEAN Leonardo O’Grady Regional Marketing Director, Singapore, Malaysia, Brunei Andrew Jeffrey Marketing Director, Philippines Anubha Sahasrabuddhe Brand Manager, Singapore Lindene Cleary Public Affairs and Communications Director, Singapore June Kong
Date
May 29, 2013
Background
For years, Coke had encouraged people to share happiness and had given them lots of surprising ways to share a Coke. The only thing they could not share was the can. The question was, "What if they could?"
Idea
Sharing resources, Ogilvy teams in France and in Singapore took the Coca-Cola Classic one-person can and designed it for two. Twist, turn and share. See, smile and share (in that order).
Results
The cans were distributed through 25 locations in Singapore and consumers' reactions were monitored. The response was overwhelmingly positive with laughs, smiles and, importantly, instant sharing of the product.
The video capturing the experience went viral, reaching over 1.1 million views in a week (1.7m to date on YouTube) and being shared almost 40,000 times. On one particular day in May, it became the #2 most-shared ad.
Our Thoughts
What I like about this sharing idea is that it was an idea shared – between Ogilvy France and Ogilvy Singapore. An idea hatched in Paris actually happened in Asia. Nice.
Also, we often forget that the most compelling brand communications are almost always in the product itself. Taking the ‘happiness is for sharing’ proposition and applying it to the can itself is perfect though I suspect the increased costs of the new can will make it commercially unviable.
Still, even if the can hasn’t happened the video has. And that will help the agencies win awards, I’m sure.