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.
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