| Title | THE FLOATING BOTTLES |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA LIGHT |
| Category |
A05. Use of Ambient Media: Small Scale |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Felix Fenz |
Ogilvy Germany |
Executive Creative Director |
| Sascha Dudic/Nico Ammann |
Ogilvy Germany |
Creative Director |
| Hendrik Frey |
Ogilvy Germany |
Art Director |
| Sascha Dudic/Thorsten Buesser |
Ogilvy Germany |
Copywriter |
| Matthias Jannke/Michael Fucks |
Ogilvy Germany |
Account Management |
| Christoph Isenbuerger |
Coca-cola |
Advertiser's Supervisor |
| Lars Senhen |
Coca-cola |
Advertisers's Supervisor |
| Julian Kroehl |
/ |
Photographer |
| Philipp Unterreiner |
Ogilvy Germany |
Editor/Animator |
| Oliver Kraege |
Ogilvy Germany |
Agency Producer |
| Christoph Matthies |
Ogilvy Germany |
Avid |
Brief Explanation
Until now, there was no convincing way of showcasing the advertised lightness and uplifting effect
of Coke light at the Point of Sale. That's why we needed a simple, cheap and flexible solution for a
product display that can be used in shop fridges of any shape and size, that brings the Coke light
feeling come to life.
We came up with an innovative product display for Coke fridges that lets Coke light bottles float
above competing products, giving a fascinating impression (by touching and experiencing) of
lightness and uplift that no other product can reach.
Results and Effectiveness
We sent the boxes to more than 250 retailers in a test market, 67% participated, customers were
exited and loved the display idea. As sales went up 15%, the client approved a national wide roll
out.
Creative Execution
Using small and strong Neodymium magnets, we were able to stick Coke light bottles to the ceiling
of Coke fridge compartments, making them seem to float above other products.
The magnets are a cheap, flexible and simple solution for product displaying coolers of any shape
and size. They are easy to install and can be used just about anywhere. We sent out sets of these
magnets in nifty little boxes, together with a simple instruction manual, to retailers all over Berlin. All
they had to do was to install the magnets and watch their sales of Coke light rising.
Insights, Strategy and the Idea
Occasional Coke light drinkers tend to choose their beverage the moment they stand in front of a
product display. Since there's more and more light beverages appearing in stores everywhere, we
wanted to reconnect with occasional customers by reminding them of the uplifting lightness of Coke
light in a clever and surprising way. The fascinating visual effect of the floating bottle was used to
make Coke light stand out to and raise awareness from customers while considering their choice of
beverage. The customers curiosity was used to help choosing Coke Light once, possibly tempting
them to choose Coke light more often in the future.