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.'
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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.
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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.