INNOVATION / TECH: SHARE A COKE, SHARE A FEELING

Challenge We designed Emoticon Coke to stand out on the shelf, but Coke wanted to go further and engage both consumers and their partners to drive purchase at retail. Strategy Working with the thought of ‘Coke in one hand, mobile in the other,’ we used image recognition to bring every Emoticon Coke label to life in delightful ways with instant gratification and new ways to share their feelings. Solution A simple AR app turned every mobile into a magic window that brought Coke labels to life. Every emoticon had unique animations.  Put two or three cans together and they even interact with each other! We designed the experience to be simple, starting at retail to boost sales with a unique partnership with LINE messenger. The app could update itself to refresh the animations, creating a long-lasting way to engage with customers. At retail, holographic displays brought Coke cans to life, giving glimpse of the exciting possibilities hiding behind every Coke. Result Coke bought our idea to share regionally across APAC markets for implementation.