THE SHARING CAN

Silver Spike

Case Film

Presentation Board

TitleTHE SHARING CAN
ClientCOCA-COLA
Product/ServiceCOCA-COLA
CategoryB02. Drinks
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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