THE SHARING CAN

Gold Spike

Case Film

Presentation Board

TitleTHE SHARING CAN
ClientCOCA-COLA
Product / ServiceCOCA-COLA
CategoryB02. Consumer Products
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency 2 OGILVY & MATHER Paris, FRANCE

The Brief

The target audience was a mix between existing customers and new customers. 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.

Creative Execution

The idea is strong and simple: A coke can that can be split in two for a sharing moment.

Describe the creative solution to the brief/objective.

The idea was centered on sharing one can of Coca-Cola, versus forcing consumers to seek out two individual Coca-Cola cans to share, we simply found a way to split one can in two. Creating new iconic product packaging would: Increase consideration: re-unite existing consumers and get new consumers within the category to consider Coca-Cola as a key element for their getting together and sharing good time occasions. Get people talking about Coca-Cola/Increase brand love: we wanted people to sit up, be amazed and surprised by Coca-Cola via an idea that people would talk about, that disrupts and excites.

Results

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 Action 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