INVERTED PYRAMID

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TitleINVERTED PYRAMID
BrandTHE COCA-COLA EXPORT CORPORATION
Product / ServiceCOKE ZERO
CategoryA07. Point of Sale
EntrantLEO BURNETT MANILA Makati City, THE PHILIPPINES
Entrant Company:LEO BURNETT MANILA Makati City, THE PHILIPPINES
Design/Advertising Agency:LEO BURNETT MANILA Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
Raoul Panes Leo Burnett Manila Executive Creative Director
Alvin Tecson Leo Burnett Manila Creative Director
Therese Endriga Leo Burnett Manila Copywriter
Cey Enriquez Leo Burnett Manila Copywriter
Mon Pineda Leo Burnett Manila Art Director
Farlet Vale Leo Burnett Manila Art Director
Steph Mangalindan Leo Burnett Manila Art Director
Cathy Nicolay, Ben Reyes, Joy Logico, Abby Guillergan, Kandice Ting Leo Burnett Manila Account Managers

Brief Explanation

All materials, even POS, had to reflect the proposition. In supermarkets and groceries where everything would blend into the shelves, it seemed impossible to stand out. Our task was to disprove that.

The Brief

Coke Zero’s communication effort was to build on the equity of “making the impossible possible” which is true to what the brand promises (having that real Coke taste with zero sugar).

How the final design was conceived

How to create something impossible, then make it possible AND functional? We needed to stop shoppers in their tracks the moment they saw the product. So why not use the product itself and stack them in a big pyramid – then turn the whole thing upside down. Careful planning and collaboration with groceries had to be made. A pole designed as the bottom-most Coke Zero can ran from the ground up, supporting the whole structure. The shelves were made so thin, they almost looked invisible. And stock boys were instructed to constantly replenish cans to maintain the pyramid’s form.

Indication of how successful the outcome was in the market

The Inverted Pyramid display vividly separated Coke Zero from the sea of sodas in the shelves. Clear proof was the 13% sales increase in supermarkets and groceries since installation of the special stands.