Cannes Lions

Coca-Cola - Open to Better

72ANDSUNNY, Amsterdam / COCA-COLA / 2021

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Overview

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Overview

Background

2020 saw the world disconnect in a way unlike we’ve seen in recent history. So as the new year approached, Coca-Cola asked us to bring their “Open” platform to their cans in a useful, meaningful way.

Open to Better follows Coca-Cola’s recent rallying cry ‘Open Like Never Before’, which featured spoken-word artist George The Poet. Through a poem made of resolutions, George the Poet invited everyone to stay open and bring renewed optimism for the times ahead. ‘Open To Better’ is the call to action that follows, giving people the chance to commit to personal change, and an open call for inspiring resolutions.

Idea

With ‘Open To Better’ Coca-Cola inspires European consumers to pledge to do things differently in 2021, by removing its iconic logo from the packaging and replacing it with a series of inspiring resolutions.

Limited edition ‘Open To Better’ packs are on sale from across European markets, giving Coca-Cola fans a chance to share positive messages with friends and family for a better year ahead. In addition to buying the packs in-store, they can purchase a personalised can through a new online-store.

Execution

We landed on 12 different templates, and a total of 39 different cans, each dealing with different types of resolution. From helping people reconnect with long lost friends, to helping them figure out what they could be doing better as people.

To launch them, Coca-Cola connected with its fans across Europe to find some of the most inspiring resolutions and turn them into a series of light-hearted and personal short films.

The launch also included Katy Perry, and footballers from PSG, Tottenham Hotspur and Manchester United. More stories popped up all over social media, from grumpy husbands promising to reach out more, to beautiful homages to the NHS.

Outcome

Almost all markets showed increased cans unit sales, but what matters most is the brand relevance; Coca-Cola saw huge gains around key dates such as valentine's day, this made gains in purchasing up to 170%. The requests for personalised cans were huge, consumer requests for new pledges hit around 100-200 per day in some markets - birthdays, weddings and even proposals have been celebrated on the cans. The campaigns’ social sentiment was overwhelmingly positive, mainly driven by strong influencer endorsement such as Katy Perry’s resolution video and IG live. Overall, we created an impactful campaign, strengthening the 2021 “Open Like Never Before” platform while creating authentic, desirable and meaningful experiences with Coke’s pack and real actions at the heart.

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