Creating Social Currency through Packaging for Coca-Cola

Creating social currency through packaging

Challenge

When the CEO challenged the Coca-Cola packaging team to make their most personal brand touchpoint a symbol of their Open Happiness promise, they asked if we could help.

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Approach

We all know it takes a thousand ideas to get one commercial success. But we beat the odds by a significant margin when we built an innovation pipeline for Coca-Cola's most intimate and technically complicated brand touchpoint - the opening closures for bottles and cans.

We started with our FutureCodes foresights approach and uncovered a cultural movement growing around how togetherness can drive happiness.

We then went on Safari to six cities worldwide, focusing on the Happy Together theme resulting in a fully defined multi-dimensional platform informed by ethnography, consumer interviews, and over a thousand packaging examples.

Our Togetherness Platform became the springboard for Innovation Sprints with Insights, R&D, and partner agencies, where we generated over 200 packaging ideas that ultimately generated 60 million earned media impressions.

Output

Safari Insights Report
Innovation Sprint
Innovation Platforms and Concepts
Packaging Innovation Pipeline

Impact

Generated 25 viable concepts within three months
Informed 3 highly successful packaging innovations
Inspired campaigns, 'Friendly Twist,' 'Sharing Can,' and '2nd Life'
60M+ earned media impressions
Awards: Clio, The One Club, The One Show, Cannes Gold Lion

“ What's amazing is how you bridged connections and created emotional bonds between people and the brand. ”

Leonardo O'Grady, Coca-Cola

cultural innovation safaris

future cultural landscape

insight activation sprints

platform innovation sprints