Marketing Objective:

Coca-Cola has been “the king” of family meals at home for many years. Today there are 26 beverage brands competing for the same occasion. New social dynamics are reshaping the traditional meals algorithm, bringing to life more moments of consumption within the same occasion. Coca-Cola seized this opportunity as a way to get their throne back again, detecting and being present in each of those moments with relevant messages.

Communication Objectives:

Coca-Cola found two relevant cultural insights:

1. Even though we’re living in the best moment of human progress, we’re still suffering from cultural clashes/differences. “What unites us makes us happy. What divides us makes us suffer.”

2. Food has no borders. Food and Coca-Cola can do what politics and religion can’t. “When the world decides with its´ head, it separates. When the world decides with its´ tastebuds, it comes together.”

Coca-Cola created a campaign expression: IT’S TIME TO EAT TOGETHER.

An idea that promotes people from different cultures, occupations, nationalities, religions, ethnicities, beliefs, etc., to get together to enjoy a meal with Coca-Cola and solve any difference they may have.

We came up with a series of special edition packs that show people from around the world -with supposed differences- having and enjoying a meal together when two or more cans are placed side by side.

More than a package is a statement that clearly shows what Coca-Cola stands for at meal occasion: TO MAKE PEOPLE EAT TOGETHER.

Coca-Cola seized the opportunity to capitalize the "new family" behaviors, by a deep understanding of the impact of new trends and a rethink of the way in which the consumption occasion is understood by the consumers, aiming to be present with relevant messages at every step of the new journeys.

Packaging then, became an invitation to gather around the table, wherever it be, to break down barriers and solve any difference people may have.

Our special edition packs, were illustrated by a recognized British Artist Camilla Perkins. 6 beautiful illustrations reflects the heavily patterned style of Camilla, and depicts 6 culturally different people from around the world having a meal.

This was created as a modular design system. When two or more cans or bottles are placed side by side, it shows our characters are having a great meal, a great conversation and a Coca-Cola. It aims to create differentiation at shelf and strength the brand presence at point of sale.

Illustrations were rolled out to different sizes and formats of packaging. And it’s enjoyed globally: it will be available in the Americas (except the US), Europe, África, Turkey and Caucasus.

For the first time, through its packaging Coca-Cola set up a strong point of view about a global cultural tension, and took an active voice inviting people to solve any difference they may have via a good meal, a nice conversation and obviously an ice cold Coca-Cola.

This means a shift in the tone of voice of Coca-Cola’s communications, and in the way the company approaches cultural nuances, in a time when people need brands to take part on the conversation.

Social media have shown an increase of positive comments towards the brand applauding its stance.

The Special Edition Packaging was launched in Mexico, and is now rolled out globally in the Americas (except US), Europe, Africa, Turkey and Caucasus.