The ambition of this campaign was to reclaim the iconic status of the Coca-Cola glass bottle by connecting with people through a shared insight: in times of immediacy, we're not inclined to wait for what we desire, this leads us to open our bottles with whatever is at hand, regardless of the outcome. An insight capable of bringing happiness to people while achieving the objective of connecting with people, especially younger audiences.

A guy in a car, hands fumbling with something unseen. As the camera moves, we discover he is using his car keys to open a Coca-Cola glass bottle. After a few tries, he manages to open it, but the key's bent. Still, he enjoys a refreshing sip.

The campaign began airing on April 8th in 7 countries: UK, France, Spain, Poland, Estonia, Lithuania and Latvia, including iconic OOH locations such as Piccadilly Circus in London and La Défense in Paris, print and digital. At the time of presenting the case, the social media strategy had just begun, so there are still no results.