Coca-Cola: Lets not just greet but meet this Diwali

Coca-Cola, a soft drinks brand, released a limited-edition NFC-locked bottle in India that only opened via Bluetooth connection to drive discovery and user experience, maximise community engagement and provoke people to meet in person at Diwali.

Campaign details

Brand: Coca-Cola India Private LimitedAgency: EssenceMediacomRegion: APAC

Strategy

Objective

Drive discovery & user experience for NFC-locked bottles and Maximize Community engagement.

Creative Strategy

TG – 18– 34 M/F in Delhi/Punjab/Haryana/UP

Context

Coca-Cola stands for bringing people together. Post-covid, people met "online". Coke's Diwali campaign provoked people to not just greet each other but meet in person on Diwali

Induce limited-edition purchases among the target group: 18– 34 M/F in Delhi/Punjab/Haryana/UP.

Execution

Overall Campaign Execution

Studies showed Diwali was losing its magic with people avoiding meeting in person. As a result, Diwali was celebrated...

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