Creating Social Currency through Packaging for Coca-Cola

Creating social currency through packaging


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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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.


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


  • 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