Coca-Cola

How Might We...

Bring 'Open Happiness' to life in the brand's most intimate touchpoint - packaging?

Challenge

When the CEO challenged the packaging team to make their most personal brand touchpoint a symbol of their 'Open Happiness' promise. Beyond engineering solutions, they didn't know where to start. So they asked if we can help.

Approach

We reframed the brief to reimagine how packaging might unlock the brand promise and started with a deep dive into what 'Open Happiness' meant in different cultures. After visiting six cities worldwide, we gathered the insights which informed our 'Togetherness Platform.'

We created multiple idea springboards for our Innovation Sprints, with over a thousand packaging examples for inspiration, as we led Insights, R&D, and partner agencies through an immersive brand world, megatrends and shopping exercises to stimulate and activate the brand promise.

Insight

How do you create a cultural movement around something as simple as a lid? Because this touchpoint was the moment of truth for Coca-Cola's brand promise, where 'Open Happiness' had the most meaning for consumers. Finding this sweet spot, whether it's an occasion, a moment or an opening of a can, is the unlock to innovation and connection.

Outcomes

Created idea springboards for brand activation with 200+ 'opening' ideas
United multiple functions, brand owners and partner agencies
Inspired campaigns: 'Friendly Twist', 'Sharing Can' and '2nd Life', earning 60M+ media impressions and winning Clio, The One Club, The One Show, and Cannes Gold Lion awards.

Client Quote

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

Leonardo O'Grady, Director of Integrated Marketing Communications, Coca-Cola

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