The Brief

More than 1.4 billion people live in China. Imagine how hard it can be to find your soul partner. It’s so hard that there is even a Marriage Market, a place where parents try to arrange a match for their children. We wanted to help the youth find someone by arranging a start point, sparking a connection and sharing a moment to help them to break the ice.

Describe how the promotion developed from concept to implementation

We created a special edition Coke bottle with the ability to connect people. The same bottles we are all familiar with, but with one small difference: tighter caps. So every time a girl tries to open it, she will need the help of a guy.

Describe the success of the promotion with both client and consumer including some quantifiable results

We don’t know how many couples were created. Probably we'll never know. Some couples exchanged numbers, others shared a Coke, others simply shared a smile. Those few couples that we did connect, will always have a memory of how everything started with a Coca-Cola.

Explain why the method of promotion was most relevant to the product or service

We launched these on White Valentines, the day where Chinese girls approach boys with an expression of love. We took a vending machine from the Shanghai metro and filled it with the special edition tight cap Coke bottles and placed it in the park on a street called "Sweetheart Street" (甜爱路).