Coca-Cola Friendly Twist
Andy Warhol once said, “A coke is a coke and no amount of money can get you a better coke. All the Cokes are the same and all the Cokes are good.” That might be true, but not all Coke bottles are equal, as these students find out…
The first day at college is always difficult. Often, students enter the university world not knowing a soul. To help foster friendships and communication, Coca-Cola invented a special soda bottle cap they call ‘Friendly Twist.’ Drinkers can only open their bottle by finding another bottle with a matching cap to unlock their Cokes, and hopefully, become friends.
[youtube height=”500″ width=”800″]https://www.youtube.com/watch?v=t9cmoT_wb0A[/youtube]
The new bottle boosted sales (two bottles had to be purchased at a time to open each other) and helped students make friends. The new caps had special elements that made them work as puzzle pieces—only when put together, the bottles could click and be opened with a twisting motion. That was what the Leo Burnett Colombia’s team planned: to get strangers click immediately.
The new project follows in the footsteps of another friendship-inspiring effort by Coke, the Sharing Can. A regular can could split into two tiny versions, coming as an illustration of how happiness can grow yet bigger by sharing.
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