Coca-Cola - Festival Bracelet
Campaign: Festival Bracelet
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
TVC
Radio
Internet Advertising
OOH & PoP
