Cannes Lions

COCA-COLA LIGHT

HUMAN, Buenos Aires / COCA-COLA / 2012

Film

Overview

Entries

Credits

Overview

Execution

Sticking to the concept 'living lighter life' and working on the premise 'we need less rules and more imagination', we developed a 6 bottle collection with the collaboration of the most famous Argentinian photographer, Andy Cherniavsky.

The action started with an outdoor advertising teaser media announcing the launch of the collection. To make this really impressive relaunch we activated a special format outdoor and we intervened one of the most emblematic buildings in Bs As (The columns of the University of Law) with the new bottles, but in gigantic form, 14 metres high. This is how we turned to the façade into an amazing innovative billboard. There was also an orchestra accompanying the event. The campaign was amplified on Facebook, to call on attendants and where details of the whole execution were posted. Simultaneously, we developed an action for BAFashionWeek, where we invited consumers to be photographed by Andy Cherniavsky, dressing up in the style of the campaign.

Outcome

Innovation was present throughout the project, achieving a unique art collection and portraying the 6 bottles in a new format specially created for the brand. The brand preference indicator has increased by 1.5% over the first month of the execution (as against the previous month Source:b3). Sales soared by 60% compared to 2010 (source: b3 + Nielsen) highly exceeding the goal of a 10% growth.Regarding the Adoption Plan, the consumer chose the six pack over the individual bottle to have the full collection. So, we managed to increase consumption frequency. We recovered media investment and had a return which was 30% higher (source: CIO). Moreover, this allowed for the reinsertion of Coca Cola light 237 bottle in every point of sale.

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