Approach
We reframed the brief to reimagine how packaging might unlock the brand promise and started with a deep dive into what 'Open Happiness' meant in different cultures. After visiting six cities worldwide, we gathered the insights which informed our 'Togetherness Platform.'
We created multiple idea springboards for our Innovation Sprints, with over a thousand packaging examples for inspiration, as we led Insights, R&D, and partner agencies through an immersive brand world, megatrends and shopping exercises to stimulate and activate the brand promise.
Insight
How do you create a cultural movement around something as simple as a lid? Because this touchpoint was the moment of truth for Coca-Cola's brand promise, where 'Open Happiness' had the most meaning for consumers. Finding this sweet spot, whether it's an occasion, a moment or an opening of a can, is the unlock to innovation and connection.