Project Description

What: With the tagline “Open a new Coke, open up to a new friendship”, Coca Cola’s new campaign in Columbia used bottles which could only be opened by locking two caps together

Why: The campaign gave students a new occasion to connect with others, and a legitimate excuse for talking to “strangers”. It was well aligned with consumers’ desire to find more chances for face-to-face interaction and fun in their increasingly hectic, pressured world.