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 its logo on it.
However, cans for soft drinks are different only in their labels, but their shapes are exactly the same. If you only can see the top of different cans, you hardly can find the difference between brands. Therefore, Coca-Cola deserves to be different even on this.
The proposal consisted in changing the industrial design of the can, specifically its hole. The idea is redesigning it, of course keeping it adapted to the consumer.
Coca-Cola has been making people happy for 125 years, and the best way to adapt the can to them is making a "Happy-Can".
Obviously, communication is the most important point. This decision entails a huge outlay. So, it is better if we do a previous test. But we'll do it directly in our communication. Consumers will decide if they want this change or not.
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 success whatever it happens.
The global communication strategy will consist of just a print ad and a global landing.
Let's start by the print ad, where the key visual would be like this:
If you eventually see the print ad, the information is not completed. You have to visit the link included on it to check what's next.
So, the landing page has to complete this information:
