ALI COLA. THE COLA IN SKIN COLORS.
||A01. Fast Moving Consumer Goods|
|Title||ALI COLA. THE COLA IN SKIN COLORS.|
LOVED Hamburg, GERMANY
LOVED Hamburg, GERMANY
|Karl Wolfgang Epple, Matthäus Frost
|Karl Wolfgang Epple
|Ilker Yilmazalp, Philipp Stamer
|Louisa Bartholdi, Manuel Caliebe, Hilko Wiegmann
Our idea was no advertising campaign, but pr via a product innovation: the world’s first cola that comes in different
skin colors. They look different, but they all taste the same. Just like people: We look different outside – but we’re
all the same inside. An entertaining pro-tolerance statement. No special edition, but a serious relaunch, challenging
the cola industry and the people’s prejudices towards things (and people) that look different.
The relaunch of the cola started with changing the product to six different skin colors. Since the design idea of
skin colors is the focus, the packaging is reduced to the minimum. No conventional large labels, but only a white
neck label without any frills. The relaunch was accompanied by a print and out-of-home campaign portraying
people raisig their ALI COLA bottles to eachother. Not only the different ALI COLA colors, but also people with
different skin color, different sex, old, young, tattooed, etc. The campaign parallelly conquered Facebook, Twitter
and Instagram, engaging people to post their own photos and ideas using the hashtags #toleranzschmeckt and
#cheerstotolerance. We also activated 200 influencers and classical press. They received a special mailing,
consisting of a sample 6 pack and a brochure with positive and negative social media reactions to our polarizing
Press, blogs, influencers, 2.5m contacts in the first week, euphoric and angry comments proof that we struck a
chord. ALI COLA polarizes – showing the relevance for a pro-tolerance statement. ALI COLA was covered in
hundreds of reports, including Germany’s most popular science entertainment programme “Galileo“. It was
covered worldwide, even in Thailand. ALI COLA is measurably successful: Online sales increased by +890%.
The relaunch doubled the brand awareness in only 3 months (+100%). The positive sentiment gained +16.2%.
Instagram Followers increased by 2,000%, Facebook Likes by 350 % (rated 4.7 stars). We asked those who
know ALI COLA, how important tolerance is to them. After the relaunch 85,3 % find it very important
(extremely important +5.1%). ALI COLA hits a nerve and moves tolerance back into the people’s consciousness.
An issue that is now more important than ever, particularly regarding Europe’s refugee crisis, German
right-winged party AfD and Trump.
ALI COLA – The cola in skin colors – is not only an advertising idea, but a relationship-building idea that shows
how creativity is relevant in bringing a brand to life and how creative agencies and clients can co-work to improve
a product. ALI COLA is a pro-tolerance statement in rough political times, creating both: an innovative product
and a cultural moment when it’s most needed in Europe and the world. The campaign is builds trus, involves
people and engage them to discuss the topic and change their beliefs on people with different skin color.
ALI COLA mainly targets the German society. It’s primary aim is to change the way Germans think about
foreigners and people with different skin colors. Since Germany is the second most popular migration destination
in the world, one out of five Germans has at least partial roots outside of Germany. Over the past two years
Germany has welcomed more than 1 million asylum-seekers – an immigration wave that has changed Europe’s
largest economy. Of course, it also raised racism and prejudice. Since Germany has a very dark past considering
racism, our society has a special responsibility to be a role model for Europe.