THE COCA-COLA REMIX BOTTLE

TitleTHE COCA-COLA REMIX BOTTLE
BrandCOCA-COLA
Product / ServiceCOCA-COLA
CategoryB02. Consumer Products
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE

Credits

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

The Brief

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 innovative play, and delivering on its ‘Open Happiness’ manifesto consistently. So the brief to us was simple: push the boundaries of happy experiences that both new and existing consumers can engage in through Coke, with the objective to create more excitement and buzz for the classic.

Creative Execution

This is a piece of digital 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 advanced 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.

Describe the creative solution to the brief/objective.

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 using new technology. Sounds go in, 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.

Results

The digital intervention on the classic bottle took people 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.