Title	THE FLOATING BOTTLES
Brand	COCA-COLA
Product/Service	COCA-COLA LIGHT
Category	A04. Use of Merchandising/in-Store Experience
Entrant Company	OGILVY GERMANY Frankfurt, GERMANY
Advertising Agency	OGILVY GERMANY Frankfurt, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer
Felix Fenz	Ogilvy Germany	Executive Creative Director
Sascha Dudic/Nico Amann	Ogilvy Germany	Creative Director
Hendrik Frey	Ogilvy Germany	Art Director
Sascha Dudic/Thorsten Buesser	Ogilvy Germany	Copywriter
Matthias Jannke/Michael Fuchs	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

The Brief

For many people, Coke light has become just another light beverage among several other choices. That's why we needed a fresh new and way to showcase the superior taste and uplifting effect of Coke light, right where the customer desires refreshment the most: The point of sale. We invented an innovative display for Coke fridges that lets Coke light bottles float above competing products, giving a unique impression of lightness and uplift that no other product can reach.

Campaign Success

Letting Coke light bottles float in a fridge is a clever and simple way to let the advertised lightness and uplifting effect of Coke light come to life at the point of sale, while proving how no other product can reach the Coke light feeling. Therefore, we sent out nifty little boxes with sets of Neodymium magnets to retailers all over Berlin. For retailers to actually use our product displays, the magnet sets needed to be working with refridgerators of every shape and size, as well as being as simple to install as possible.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Since the range of different light beverages has been growing, especially occasional Coke light drinkers tend to make their choice directly at the point of sale. 'the floating bottle' is a cheap, simple and flexible product display solution to make Coke light not only stand out, but proving the advertised promise of lightness and uplifting effect in a surprising new way by floating above competing products at the point of sale. The surprising visual effect of floating bottles adds a magical touch to the product and excites the customers curiosity to grab a bottle rightaway to find out how it works. As soon as the customer holds an ice Cold Coke bottle with its unmistakeably iconic shape in his hands, a purchase is just around the corner, helping Coke light to reconnect with occasional customers and showcase an experience of lightness and uplift no other product can reach.