Coca-Cola has been incredibly busy lately. From launching a water brand to supporting migrant workers, the mega-brand has been showcasing an array of initiatives, some wonderfully creative and others simply feel-good. Here we highlight some of the brand’s recent identity boosters:
Hello Happiness Phone Booth
To support South Asian workers who travel to Dubai in the hopes of providing their families with a brighter future, Coca-Cola and Y&R Dubai introduced a phone booth that allows laborers to use bottle caps as currency. With average earnings of $6 a day, it becomes difficult for these workers to pay the rates of up to $0.91 per minute to phone home. However, with the Hello Happiness phone booth, one Coke cap bestows each caller with three minutes to dial their families and bridge these difficult, long-distance relationships.
Happiness from the Skies
In another case of a migrant workforce, Singapore boasts a total of more than 1.3 million foreign laborers building its grand cityscapes. Coca-Cola joined forces with nonprofit Singapore Kindness Movement and Ogilvy & Mather Singapore to utilize infamous drone technology for a better cause: Delivering handwritten notes of gratitude and support from Singapore’s civilians to these international workers.
In fact, Eugene Cheong (CCO of Ogilvy & Mather Asia Pacific) stated that “by deploying drone technology in a new, creative, and entirely unexpected way, we not only brought a little happiness to two disparate segments of society but also built an invisible bridge that connects the guest workers to the local community.”
Drink Good, Do Good, Feel Good
In a country where social consciousness is not as prevalent among brand initiatives, Coca-Cola saw the opportunity to offer Chinese millennials with a product that allows them to contribute to social welfare. Together with One Foundation (a local NGO), Coca-Cola created its newest subsidiary brand, named Ice Dew “Chun Yue” (Pure Joy). For 32 cents a bottle (an above-average price), Chinese consumers can take comfort in the fact that their purchase helps to bring clean water to rural schoolchildren across the country. As for the ones behind the campaign, Coca-Cola partnered with BBH China for the TV ad, Amber Communications for digital and Ideo for the bottle design.
Fair Play Machines
In its role as peacemaker, Coca-Cola presented Milan with Fair Play Machines, an effort done in partnership with McCann Worldgroup Milan. In hopes of abating the tension between long-time rivals Inter Milan and A.C. Milan, these special machines allowed supporters of one club to serve a bottle of Coke to opposing fans.
The Coca-Cola Mini Kiosk
This project, courtesy of Ogilvy & Mather Berlin, promotes mini Coca-Cola cans through the installment of mini kiosks around the cities of Germany. The kiosks allowed customers to purchase Coke from mini dispensers and also speak to “mini” vendors that were standing halfway below ground.