Coca-Cola is very well known all around the world and its message has been always very similar: "Open Happiness". Everybody can recognize Coca-Cola's communication even if you can't see the logo on it.
However, cans for soft drinks are different only in their labels, but the shape of the can is exactly the same. If you only can see the top of different trademarks' cans, you hardly can find the difference. Therefore, Coca-Cola deserves to be different even on this. The proposal consists of this: changing the industrial design of the can, specifically its hole. The idea is redesigning it, of course keeping it adapted to the consumer.
Anyway, just the fact of communicating this proposal will bring an enormous buzz around Coca-Cola. If the campaign is very successful, the redesign will be completed. If not, it won't be completed but Coca-Cola would have greatly increased its share of voice. The key is that this action will always be successful whateve it happens.
The global communication strategy will consist of just a print and a global landing.
Let's start by print, where the key visual would be like this:
So, the landing has to complete this information: