Cannes Lions

Cola Pizza Box

MEDIABRANDS CONTENT STUDIO, Petaling Jaya / PIZZA HUT / 2024

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Overview

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Credits

Overview

Background

After around 40 years of serving Pepsi, Pizza Hut Malaysia finally switched to Coca-Cola. But as one of the fast food latecomers to adopt this, we needed to announce it differently for Malaysians to get really hyped up over the partnership, and to drive brand talkability for Pizza Hut. Thus, we created Cola Pizza, and a pizza box design befitting this unique collaboration was required. With a budget of $17,000USD, 1000 units were produced at a cost of $17USD per unit.

Idea

Coca-Cola is one of the most iconic brands around the world. Malaysians are familiar with the brand's glass bottle and red cap, as well as the drink's satisfying fizz. For the cola-flavoured pizza, we came up with an idea to bring those branding cues to the pizza box and tap into the popularity of ASMR as an interactive preamble to an exciting fusion of flavours.

Execution

We transformed the pizza box lid into a large, three-dimensional red bottle cap made of art card paper. A collaboration branding lock-up featuring Pizza Hut and Coca-Cola's logo was printed on it. The folds on the side mimic the serrations of the tin cap.

Inside the box, a motion sensor magnetic chip was attached. It detects when the box is opened and plays the iconic Coke "fizz" sound.

These elements work together to bring to mind the experience of cracking open a Coke drink when they open the pizza box.

Outcome

The campaign was a roaring success, turning Pizza Hut into the talk of the town not just in Malaysia, but around the world. News of this groundbreaking collaboration travelled across continents with media coverage from Italy, South Korea, the Philippines and Thailand. It fired up conversations on social media, with many netizens asking how to get their hands on the Cola Pizza Box. The campaign gained over 143 million impressions, surpassing expectations and creating a brand new record for Pizza Hut.

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