Quenching the thirst of 1 billion consumers

Background

How to attract consumer attention at the launch of Coca-Cola’s new 600ml PET bottle and drive increased market share across Greater China.

Strategy

With my Shanghai and Tokyo creative teams, we explored new technologies that could be integrated in graphics and labeling to bring added benefits and signal uniqueness whilst leveraging Coke brand heritage.

Solution

Energy, dynamism and a unique graphic treatment are communicated by holograms integrated into label graphics. The hologram label projects 3D effects and appears to be ‘alive’, to move in the consumers hand.

Market: China. Launch 2007