Coca-Cola: The gift bottle

Ogilvy & Mather Bogotá

Objectives

Coca-Cola is one of the most iconic brands and has a long history of highly emotional Christmas campaigns since the 1930s that have created a strong association for the brand with the festive season. These campaigns traditionally promoted values like positivism, sharing, friendship and family in a beautiful and moving way. Over the years they created a distance between the brand and the product.

Despite being very famous and well received, these campaigns were not driving sales, because the product was not at the center of the story but rather a compliment to it. The campaigns drove awareness but didn't change behavior. In other words, people loved the brand but didn't necessarily go out and buy the product. 

Determined to change this, we focused our efforts on giving the product itself a role in the story and bringing it back to the spotlight, where it belonged.