The solution was to use Coca-Cola as the primary brand for the campaign and catch the target audience’s attention at critical moments. A media that is seldom utilized in Sweden was chosen – escalators and stairs. The message was implicitly communicated through the media: Coke light (diet) was put on the escalator and Original Coke (red) was put on the regular stairs, implying that if you take the escalator you should choose the lighter choice in colas, and if you choose the stairs you are fully allowed the full sugar cola. We also gave away a free Coca-Cola glass to go with full size meals (so called ”plus menus)”

The effects of the campaign were considerably stronger than estimated. In total, ”plus menus” increased by 49% in units per thousand sold and the objective for units sold per restaurant was exceeded by 52% compared to the same campaign set-up in 2007 (that also included Coke glasses). 2007’s results was also the estimate for 2008. The installation was part of a bigger campaign that contributed to the campaigns success because it was seen by a large number of people, not only in real life but also through digital spread of pictures.