The brief was to create a promotion that doesn't affect the price, but instead to give the product an added value that wouldn't represent an extra investment for the company.

We wanted the messages to be 'in' the people instead of the streets, we achieved this throughout a give away. We designed ice trays shaped with positive words (love, laughter and peace) which were given with the purchase of two 2.5l Coca Cola bottles. That way people were able to cool down their Cokes with happiness.POS were the main channel because all consumers visit these sites to get their Cokes. There the ice-trays were given which would help people to get the message once they would use them to drink a cool Coca-Cola.

Around 50,000 happy ice trays were distributed as a gift when 2 2.5ltr bottles of Coca-Cola were bought, product distribution with the cooler promotion was 6% higher than the distribution of Coca-Cola 2 months prior to their entry into the market.

The most important result, besides chilling your beverage, was that you could give it an extra touch of happiness which makes the moment of consumption more fun and symbolic.