Title | THE SHARING CAN |
Brand | COCA-COLA |
Product / Service | COCA-COLA |
Category | B02. Drinks |
Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Frederic Levron/Yvan Hiot/David Rachman | Ogilvy/Mather Paris | Creative Director |
Martin Oliver/Olivier Brechon/Timothy Su | Ogilvy/Mather Paris/Singapore | Designer |
Hadi Zabad/Mark Sinnock | Ogilvy/Mather Paris/Singapore | Planner |
Leonardo O'Grady | The Coca-Cola Company | Advertiser's Supervisor |
Philip Heimann/Louise Kuegler/Tonya Fossey/Jiamei Tay/Anne-Sophie Carbo/Francois | Ogilvy/Mather Paris/Singapore | Account Management |
Abhilash Chandrasekaran | Assistant Camera | |
Claude O'Steen | Dop | |
Lorenzo Hassan | Producer | |
Sibilla Morgantini | Assistant Director | |
Giovanni Fontoni Modena | Director | |
Laure Bayle/Aurelie Appert | Ogilvy/Mather Paris | Producer |
James Brook-Partridge | Ogilvy/Mather Singapore | Head Of Tv |
Robyn Makynson | Illustrator | |
Erdenechimeg Erdene | Ogilvy/Mather Singapore | Art Director |
Baptiste Clinet/Nicholas Lautier/Florian Bodet/Martin Olivier/Nicolas Gagner | Ogilvy/Mather Paris | Art Director |
Xiaoan Cheng | Ogilvy/Mather Singapore | Copywriter |
Baptiste Clinet/Nicolas Lautier/Florian Bodet/Martin Olivier | Ogilvy/Mather Paris | Copywriter |
Chris Garbutt | Ogilvy/Mather Paris | Chief Creative Officer |
Eugene Cheong | Ogilvy/Mather Asia Pacific | Chief Creative Officer |
The challenge to solve was how to convince the Coca-Cola 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 : - Get people talking about Coca-Cola/Increase brand love : - Create a new standard of consumption (moderated dosage), through new packaging.
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.
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.
Cans launched in Singapore, innovation market for Coca-Cola, gauging consumers' initial reactions, measuring emotional outtake to the idea. Sales Teams visited customers, distributing product and we equipped them with The Coca-Cola Sharing Can to give out. With film person in tow, we witnessed widespread positivity, surprise, laughs and smiles. Most importantly, instant sharing of the product. Consumer reactions perfectly fit within the Coca-Cola DNA. Viral video surpassing 1.1 million views in its first week with almost 40 000 shares and #2 of the most shared ads during 24 hour period. As a result Coca-Cola plans to expand the operation globally.