Client: Friendly Twist

Coca-Cola

Creating Social Currency through Packaging

We all know it takes a thousand ideas to get one commercial success. When we built an innovation road map for Coca-Cola's most personal brand touchpoint - the opening closures for bottles and cans - we beat the odds by a significant margin. We generated 25 viable platforms from 200 ideas in under three months using our FutureCodes and ImaginAction Sprints methods.
One of our platforms, 'Social Currency' led to 'Friendly Twist.' This bottle features a cap that can't be opened without another matching cap, inviting consumers to open happiness by starting a new friendship.

Leo Burnett, one of the brand's advertising agencies, identified the perfect audience to launch the idea. People in most desperate need of a little friendly conversation - college freshmen at the beginning of the school year.

So, they put a stash of bottles on campus. When students found out they couldn't open the bottle on their own, they quickly discovered they needed to partner with someone with an unlocking cap. This real-world friending idea ignited a social media frenzy and doubled sales because you need to buy a second bottle to open the first.

Burnett's campaign for 'Friendly Twist' has become quite famous in its own right, but there's little known about where the idea came from in the first place - the Mighty Shed. The idea started on an Innovation Safari to the world's most extensive packaging collection where we found a tool that helped seniors open impossibly difficult pharma packaging.

We then discovered that we could turn this tool into a bottle cap, and the core technology for Friendly Twist was born.