| Title | THE COCA-COLA REMIX BOTTLE |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| Category | A04. Ambient/Alternative Media |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| James Brook-Partridge/Henry Gaunt/Amarjeet Kaur/Ashar Ismon/Robson Yeo | Ogilvy/Mather Singapore | |
| Set Japan/The Gunnery | Set Japan/The Gunnery Singapore | Video Production/Sound Production |
| Louise Kuegler | Ogilvy/Mather Singapore | Regional Business Director |
| Chris Martell | Ogilvy Action Singapore | Managing Director |
| Shelly De Villiers | The Coca-Cola Company | Svp Sparkling/Sports/Japan |
| Leonardo O'grady | The Coca-Cola Company | Asean Imc Director |
| Shakir Moin | The Coca-Cola Company | Asean Marketing Director |
| Atsuko Keino | Ogilvy/Mather Japan | Traffic |
| Jun Fujiwara | Dj/Inventor/Designer | |
| Chie Katayama | Ogilvy/Mather Japan | Art Director |
| Anna Rondolino | Ogilvy/Mather Singapore | Senior Art Director |
| Sharon Chan | Ogilvy Action Singapore | Senior Copywriter |
| Antti Toivonen | Ogilvy/Mather Singapore | Creative Group Head |
| Daniel Comar | Ogilvy/Mather Singapore | Regional Executive Creative Director |
| Kosuke Hashijima | Ogilvy Action Singapore | Creative Director |
| Chris Gurney | Ogilvy/Mather Singapore | Creative Director |
| David Morgan | Ogilvy/Mather Japan | Executive Creative Director |
| Jeff Curry | Ogilvy/Mather Singapore | Regional Creative Director |
| Steve Back | Ogilvy/Mather Singapore | Chief Creative Officer |
| Eugene Cheong | Ogilvy/Mather Asia Pacific | Chief Creative Officer |
Coca-Cola has kept its top position as one of the most iconic brands in the world by letting people connect with the brand through play, and delivering on its ‘Open Happiness’ manifesto. Our brief was simple: push the boundaries of happy experiences so that new and existing customers can engage in through Coke, to create more excitement and buzz for the classic.
This is a piece of direct marketing that literally creates a fresh spin on what it means to ‘Open Happiness’ the Coke way through the power of sound. Letting people come into contact with the brand through the Coca-Cola Remix Bottle—by inputting sounds directly and hearing them remixed instantly into a co-created track when the bottle is opened—is a cost-effective yet powerful way to build brand equity.
Opening a bottle of Coke has sounded the same for over 125 years. What if the classic “psssttt!!!” was given a new twist? Together with a young DJ/inventor, Jun Fujiwara, we created the Coca-Cola Remix Bottle: a social music project connecting people through music co-creation. Sounds go into the bottle, and are instantly remixed into original audio tracks. Hundreds of sounds across Tokyo were bottled and turned into shareable video and audio mixes. The digital intervention on the classic bottle aimed to take everyone by surprise—on-ground and on a larger scale online—refreshing the way happiness is shared.
The digital intervention on the classic bottle took our audiences by surprise, creating a hands-on experiential way of sharing happiness, as hundreds of sounds were bottled around Tokyo, and turned into video and audio mixes. On-ground, the activation struck a chord with those who encountered it, eliciting curiousity and laughter whenever the bottle was opened to reveal the mixes. Online, the video mixes reached over 131 countries, while the audio mixes were downloaded in over 53 countries – helping the campaign reach over 1,303,448 people at launch. These numbers are still growing.