Big Brand Thinking for Coke Mini Can Campaign
When you have one of the biggest marketing budgets in the known world, a universally understood brand and yet another new product to launch to market – making a truly memorable splash is not as easy as it sounds. “High Class Problem!” you might say – and you’d be right, but kudos to Coca-Cola Germany and their ad agency Ogilvy & Mather in Berlin for taking-on the challenge and coming-out with this big idea.
Coke installed a series of mini kiosks that sell tiny 7.5 ounce Coke in cans from small vending machines. The mini Coca-Cola kiosks were rolled out in five major cities around Germany. The campaign came with the tagline ‘It’s the little things in life that make us happy’.
The mini kiosks not only sold the small cans of Coke, but also sold familiar items like newspapers, candy bars, and other snacks. The miniature Coke kiosks, contained real-size vendor inside them which highlighted the small scale of everything else. The memorable, mini kiosks were such a hit that they reportedly sold an average of 278% more than the typical Coca-Cola vending machine. The kiosks and the vendors attracted much attention working their magic on social media for the brand.
Coca-Cola is well practiced in the art of campaigns that involve popup. Last year, the company launched the ‘Roll Out Happiness’ truck, a truck that rolled out real grass in the shape of a Coke bottle in the middle of an urban space to create an area where people could kick off their shoes and relax with a Coke in their hand. The year before that, the company teamed up with Italian TV chef Simone Rugiati and installed a popup dining table pulled out of a converted Coke truck in Italy. The popup dining room was meant to promote the ‘Let’s Eat Together’ movement.
Check out a video about the campaign below.
I love this campaign idea. With the source of inspiration baked-into the product’s unique selling point the mini Coke kiosks were always going to be a success of disproportionate influence.
All images © Coca-Cola Company
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