Coca-Cola Returnable
A new push from Coca-Cola to raise awareness on the importance and benefits of returning their plastic bottles to be refilled. A campaign focused on sustainability, saving and flavors; with its main goals being rebranding and awareness.
01
The Problem
"Less to the world, more to you" was the original brand claim that came from global. When we received the brief to work on the campaign, we felt strongly that this concept could be problematic to an audience so clever and engaged in environmental issues. It was our job to tell the client that their campaign could bring complications once implemented.
02
The Solution
We asked the client to give us a chance to adapt the messaging to better fit the current context and sensibilities. We worked on new concepts and ideas that would better align the brand with their customers. Finding this way a perfect balance between the product's benefits with the audience's needs.
03
The Campaign
"Return the Magic" was the new claim. We focused on the ability of each bottle to be enjoyed by a family who would return it, to be filled and bought by a new person who would share the same magic and transform it with whoever they would drink it, and so on.
Focusing on magic allowed us to align the product with previous Coca-Cola communications while also informing the customers on all the benefits they were buying with each bottle: Savings, sustainability, flavor and the most unquantifiable of all: magic.
04
The Result
The client was happy with the new direction and congratulated us on finding a better way to communicate with the customers than what they had before and having the insight and courage to tell them.
Nowadays, the city is full with Returnable communication and many small businesses have adopted the new Coca-Cola Returnable to their regular stock.