Coca-Cola: Open Hearts To Open Happiness
Brand owner: The Coca-Cola Company
Lead agency: Phoenix O&M (Sri Lanka)
Country: Sri Lanka
Industry Carbonated soft drinks
Media: Cinema, Events & experiential, Internet - display, Magazines - consumer, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Product sampling, Radio, Sponsorship - event, property, Television
Budget: Up to 500k
Faced with wavering consumer loyalty and stiff competition in an unfavorable economic climate in Sri Lanka, Coke needed to re-engage with the youth to arrest de-growth in sales and consumption.
Tactical sales promotions or adapting global approaches wouldn't have served the purpose.
Identifying a latent tension in the evolving society, we decided to make Coke a medium of expression and refreshing connections. Coke labels were recreated with popular expressions from everyday life and around special occasions, thus giving people a chance to refresh relationships and new reasons to love Coke.