The core creative idea was developed within the agency – a prototype was literally handmade and a key visual developed. These assets were then shared across an inter-agency team, each agency then executed with a specialist channel. The lead agency produced the core idea, key visual and shopper activation. Other agencies shaped the experiential and digital elements. The actual speakers were sourced by the client and the on-pack promotion and packaging were developed by the lead agency.

Our target was 4,500 MSU, we shipped 5,865 MSU – beating the target by 30% to achieve the highest ever sales for the brand. The programme cost index compared to 2010 was 30. We spent 70% less than the previous campaign to deliver bigger results. A total of 130m cans were sold across EMEA, 6,000,000 more than 2010. Just over 500,000 speakers were redeemed. We added 5,000,000 Facebook fans during the campaign, an increase of 50%; over 80% of these were in the 16-24 age group. There are 4,500 user generated films on You Tube with over 500,000 views.