Reference: Coca-Cola. (2014, May 19). Coca-Cola Friendly Twist [Video File Screenshots]. Youtube. Retrieved from https://www.youtube.com/watch?v=t9cmoT_wb0A
Theme: Social Experience Addressing Wellbeing
Describe & Analyse:
On the first day of college or university everyone is nervous and unsure. Freshmen feel excited to start their campus life, however it can be difficult for them to step out of their comfort zone and initiate conversation as interacting with new people is intimidating.
Coca-Cola recognised this and saw an opportunity for a social experiment - to see if they could solve the problem of getting strangers to bond by providing an opportunity for them to talk and interact. They set up a refrigerator full of free Coke on a college campus in Colombia, but the Coke bottles had a special 'twist', a cap that seemingly couldn't be opened. Students soon found that the Coke bottle caps could only be twisted when matched with a cap on another bottle. They therefore had to interact, cooperate, and make connections in order to enjoy the product. Coca-Cola gave them an excuse to break the ice; a cap design that helped students to socialise without them even realising it. The whole experience embodied the brand's core values of happiness and sharing. The tagline for this campaign was 'Open a Coke, open a new friendship'. Coca-Cola was using an experiential marketing technique; inviting the consumer on a journey and give them an experience they’re completely unprepared for, instead of just trying to sell them something they might not want.
This design challenge is very similar to our own, although our target audience and environment is different, so we were interested to see how Coca-Cola approached the problem. We admire their thorough analysis and understanding of their target audience and their needs as this helped them find solutions that would work for students. We were captivated by their clever use of product design which helped them reach their desired outcomes.
 |
| Our Slide For Presentation |
No comments:
Post a Comment