When you think about marketing there are just some companies you can’t ignore. One of them is Coca Cola.
One of their campaigns I consider a master piece is the Coca cola sharing can, where an apparently normal can of Coca Cola would split in half and contain two cans. You can better grasp the idea in this short ad about the coca cola sharing can (around 2 minutes).
This was part of a test campaign in Singapore. This campaign goes far beyond creating a different approach. It involves a lot of thinking, logistics, design,test and attention to detail. For example, this test was made in Asia because of studies regarding consumer behavior of Asian people and their sharing habits. They found out that adults on-the-go did would either not want a full Coke or not want to necessarily spend all their money on a drink but where willing to enjoy a Coke, so they shared their drink. Thinking of a way to take advantage of this behavior, they created the “sharing” can.
It was not only a creative process but also had all the logistics side in it. The company needed to be able to design a can in small numbers in order to make a test with consumers and that it did not affect the main production. The twist mechanism to separate the cans had to be done right to provide the best experience to the customer and to encourage him into sharing. All in all there was a lot of testing and prototypes so that it would be no less than perfect.
It had all the possible advantages: it allowed sharing, had half the size for each, took up the same space, gave a better anti-obesity image, understood the consumers and created an unexpected moment of surprise and happiness in the client. Besides understanding the consumer and being a great campaign on its own, it gave them a lot of information and feedback about how the consumers reacted to hone their following campaigns. On top of all that, it solved a real business problem. Now that is great marketing.
After all, how many of you really wanted just a small sip or half a glass of Coke instead of the full can or bottle? This Sharing can should solve that problem (and it’s probably the coolest can ever).