FREE Coca-Cola glasses - a campaign in detail
I worked on Coca-Cola for about 2 years and explored many
different retail campaigns. Coca-Cola Holland were giving away free
glasses with each purchase in stores. Unhappy with their incumbent
agency they came to us after seeing the UK version of the same
promotion (shown above).
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Coca-Cola Holland let us push the creativity so I did a series of sketches showing glasses that had 'lost their way'. The brush and false teeth were to become the intros to TV ads. |
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More detailed sketches followed. Coca-Cola as a brand had to have a male bias since diet Coke has a female bias. Here the moment of saying "cheers" is focused on.
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Coca-Cola also wanted an activity that would bring people together in the 18-25 age range. Here people are watching TV while drinking Coke and eating pizza.
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Unlike the UK, continental Europeans prefer shots of people actually drinking so more sketches followed. |
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I put together some Mac visuals to flesh out the messaging and
photography. Water droplets were used to subtly emphasize
the thirst-quenching aspect of the drink. Pictured is Dan, another
art director - a funny guy and a good sport.
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Now Dutch was inserted and Dan was used again. I added what I
called a 'waterline' in green to hold the logo and other legal type.
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A new logo was needed. Taking the original files of the new
worldwide logo I did some reverse engineering and produced
the tilted glass on the right.
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With careful type treatment the brand positioning was added.
English was used for this part as the Dutch are almost all fluent
in the language - adding an aspirational quality.
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Next we had to scout out a model for the main image. Jamie Newell
(top left) stood out immediately. Download a short snippet from his
audition by clickingthe image above.
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Free Record Shop, a large chain selling music and games would be
a partner for this promotion so the activity needed became gaming.
For this a royalty free photo would be used.
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A girl was needed to add another dynamic to the group. We needed
an empty room too. While trying to solve this problem I found this
photo in a newspaper. No wonder she is smiling, she had just won
a $500,000 apartment in a competition. We contacted the photographer
who agreed to let us use the photo.
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All the elements were brought together at last. The glass
is heavily retouched to bring out the green clearly. This was
a header board that went on top of a pre-packaged display
holding 148 glasses.
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Other formats followed.
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For wholesale distributers a belly poster was produced to allow
individual owners to tailor their offers.
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In-store the glasses came in boxes of three with serrated edges allowing each one to be torn from the others.
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That year Coca-Cola Worldwide wanted to layer in the perfect way
to serve the drink. I created these icons to articulate this process.
They appeared on the box and in small leaflets stuffed into the glasses.
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