COOLHUNT - Open a coke. Open a new friendship.

We all remember the personalized bottles from Coca Cola. The campaign 'Share a coke with' was a great success. It was such a success that people pulled the supermarkets upside down to find their names on the Coca Cola bottles. But now Coca Cola comes with a new action. 

WHAT? The campaign is called 'The friendly twist'. They created this concept with an underlying thought namely: a lot of people are having struggles with a new study. Younger people have to adapt to a new place and new people. Coca Cola is now trying to bring these people together to start a conversation to get through an exciting day. The idea is that on the first day of school there are bottles of coke available for the new students. Coca Cola invented a cap for the coke bottles that you can not open on your own. You need somebody else. So you have to start a conversation with somebody else. In the video below you can see how it works. 

WHY? This campaign is a great success because Coca Cola really empathized with their target audience. With this new bottle they make it easy for new students to start a conversation. And once there is a conversation it will be a lot easier for them to connect with each other. 
This campaign is a typical example of 'the experience is in the product'. This is not the first time Coca Cola pulled this off. With just a simple bottle of coke they connect people with each other. The slogan of the campaign is: Open a coke. Open a new friendship. And that's exactly what they're doing. So how strong is this campaign. With a simple product they create new friendships. And they respond to a mega trend namely: individualism. Nowadays it's simple to crawl into your phone when you don't know anyone. But when you're trying to drink a bottle of coke on your first day of school you have to communicate with people you don't know, how brilliant is that!

source: http://allesoverjongeren.nl/coca-cola-verbindt-jongeren-met-friendly-twist/