Coca-Cola - Kissing Bottles
Campaign: Kissing Bottles
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: McCann PR
Media Agency: UM România
Background/objectives: The challenge for Coca-Cola was to find a new way to connect with young people, to regain relevance to this target.
Strategy: Coke bottles became icebreakers, by adding magnetic caps to attract or reject a stranger. Through this innovative sampling, young people were invited to find their matching bottles at Untold.
Results:
• On spot, 1 bottle interacted with 30 people; while online it generated 143 impressions.
• During festival, 150.000 people interacted with the “Kissing Bottles”, meaning more than half of the festival participants (Source: Client data)