Sticky Coke ads shortlisted in Media Lions

30 June 2009 | By Popsop Team

The Coca-Cola Company and French advertising agency Marcel Paris represented at the 56th Cannes Lions 2009 ad festival the new outdoor campaign “Coca-Cola on Velcro”.

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That project aimed to promote the new Coca-Cola Grip bottle format launched in France last year (2007 in US).

Insights, Strategy and the Idea:

Coca-Cola asked us to develop a campaign aimed to launch the new Coca-Cola Grip bottle emphasizing its better grip for holding. The challenge, therefore, was to show the grip in a fun and engaging way. The product is targeted to highly active people so we looked for a place in line with their lifestyle. We noticed how people tend to lay on bus shelters while waiting for the bus. Based on this insight, we created a campaign allowing people to interact with the grip.

Creative Execution:

Posters of the product’s packshot were printed on Velcro and placed in bus shelters in two waves. Likewise, an Internet and print campaign were launched to support it.

Results and Effectiveness:

On the whole, there was a 3.8% boost in the brand volume growth in the French market. More specifically, the campaign moved the volumes significantly (by 12.3%) from cans to the new more profitable 50cl. format.

Creative Credits

Souen Le Van, Art Director/Copywriter
Sergio Alonso, Copywriter/Art Director
Frederic Temin, Executive Creative Director
Anne De Maupeou, Executive Creative Director
Jean-Eric Leconiac, Art Buyer
Emilie Perier, Consultante Innovate from Jcdecaux

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