Andy Warhol, Coca Cola (3), 1962,
$57,285,000
Coca-Colove Customized Love Company
Background
Coca-Cola has launched a new series with customized flavors. They aim to attract more consumers' attention and purchase in a creative communication way.
Insight
There are more than 200 million single people in China, and they long for a perfect other half. Various types of flavors are like all kinds of people. We created a Customized Love Company for Coca-Cola.
Execution
On Chinese Valentine's Day, in the most famous Dating Park of Shanghai, we enlarged the classic bottle to 12 meters high and made it into two halves, which meant that men and women found their other half.Then, we invited some single people to conduct a Love Customization Test. A girl wrote down her mate's standard of “loyalty”, and the customized result is a “dog”; One bossy woman wrote down the “obedient”, and the result is a “robot”. A young man wrote down “beautiful voice”, and the customized result is a “bird”. An old father wrote down the standard of “cheerful” for his daughter, and he got a “clown”. Through these humorous love customization results, it conveyed that “There is NO Customized Love, But there is Customized Coke.”
Results
12 million total social impressions.1,800 limited sets of customized coke sold out within 1 second on the e-commerce platform. 200+ media reports of this communication campaign.
Creative: Karma Shanghai / Production Company: The Nine Shanghai
/ CCO：Kama Zhang / Director：Jody Xiong / Creative Director：Steven Ruan / Senior Art Director ：Ziyan Fang / Senior Designer：Alik Zhu / Senior Copywriter：Alba Li / Art Director ：Jody Xiong / Account Director：Claire Mao / Senior Account Executive：Tina Chen / Designer: Jody Xiong, Chengbo Yao, RItsune Ryu / Prop Art: A Gan / Producer:SiQi Zhu / Photography Director：Wang Wei Hua / Editor：YaoPing Chang / TC:Henry Kim / Online:Cutplay / Sound Design: Smile Studio / 3D: Hu Mo
