Racheal Lee
May 30, 2013

Two-in-one can takes sharing a Coke to a new level

SINGAPORE - Coca-Cola has launched an initiative, entitled the ‘Coca-Cola sharing can', to encourage people to share happiness by splitting—literally—a can of the brand's cola.

wide player in 16:9 format. Used on article page for Campaign.

Leonardo O'Grady, IMC director for Coca-Cola ASEAN at The Coca-Cola Company, said that the project takes the classic Coca-Cola and makes it easy to share, simply by twisting the can.

The can design made its debut in Singapore in late March in a small-scale trial to gauge consumer reaction (and generate the video above). Ogilvy & Mather Singapore and Ogilvy & Mather France worked together on the project.

“We are always experimenting with new ways to bring an experience to people through Coca-Cola,” O'Grady said. “The sharing can is an example of this, allowing two people to share a can of Coke like never before.”

The company did not indicate whether the can will be available commercially, or where.

“The idea is being an activation experienced by few but shared and talked about by many,” O'Grady said. “In the past we have found that positive experiences seeded by Coke are great content for sharing and conversation that helps to spread the happiness. Again, we are trying to move away from efforts that just Say and Show to efforts that actually do.”

Source:
Campaign Asia

Related Articles

Just Published

45 minutes ago

Omnicom’s Interpublic ambition: A deal that could ...

"This is more about cost synergies than revenue growth," argues analyst Ian Whittaker. As Omnicom targets Interpublic, is this deal a revolution or a recalibration?

5 hours ago

The 12-minute window to CTV’s goldmine

The fight for CTV inventory is fierce, but the most valuable ad space isn't where you think it is. Ramakrishnan Raja says that CMOs must master how to leverage the 12-minute discovery window for maximum impact.

5 hours ago

Digital surge powers APAC ad growth to $289 billion ...

The APAC advertising market grew by 7.5% this year, with digital pure players driving 76% of ad budgets. Traditional media saw modest growth, but the future remains firmly digital as the region braces for an 82% digital share by 2029.

5 hours ago

Brain waves meet horsepower in Audi Vietnam campaign

Forget traditional test drives—Audi's new Q8 campaign is using neuroscience to find owners who share a genuine neural connection with the luxury brand's DNA.