Coke’s brand message has always been to share happiness.
Coke’s campaign that ran in Australia (by Ogilvy Australia) was extremely smart where popular Australian names were printed on Coke Bottles which people shared with each other. People queued in lines at shopping centers to print customized names. Needless to say – the campaign went viral on social media.
I didn’t think there would be a more innovate way to share Coke’s brand message until Ogilvy & Mather Singapore and France collaborated to create something so beautiful. They created a can that people could twist and share. “Half for you and half for someone you love” says Eugene Cheong, chief creative officer, Ogilvy and Mather Asia Pacific.
Personally, i believe that Ogilvy & Mather has done wonders for Coca Cola’s brand message. After all, even marketing is absolutely incomplete without innovation.