Coca cola never ceases to amaze. Never.
Coke’s all about sharing and happiness in the act of it. But why sell only one Coke when you can sell two? Leo Burnett in Colombia devised a method to get freshmen at colleges to become friends — and sell twice the amount of soda — with “Friendly Twist,” a bottle with a new type of cap that can only be opened with another bottle of Coke.
The insight here is that all of us feel isolated at the first day of college – no friends and no conversations.Coca cola tried to break the ice amongst the freshmen lot by creating this unique bottle. And of course, it doesn’t hurt that the call to action was a dual sell as well.
A great idea based on a great insight. That’s how each and every one of Coke’s campaign go viral. Kudos Leo Burnett!