THE POSITIVE TAKEOVER
Client: Coca Cola
Co-created with: Blanka Orhanovic
Date: December, 2019
TASTE THE ENERGY!
Coca Cola launched a new product, the only energy drink with great CC taste - CC Energy. It's more positive, optimistic, social and more participative, made for boosting MORE LIFE AFTER WORK. The challenge was to drive the message “CCE is a positive energy” using small and medium experiential, including product sampling.
We made #positivetakeover, an overtake of all city locations where people are feeling low on energy at critical transition moments and turn them into a source of positivity, using the CCE pattern and sampling activations. We created ideas for teaser, city parties and buuunch of free sampling.
1. TEASER: Our idea took over city streets by using Coca Cola Energy stripes effect to place mysterious symbols all over billboards, glow in the dark posters and digital screens with hashtag #positivenergy. We wanted to transform some of the most typical parts of the city, e.g crossroads, passing-by trams or conveniently placed buildings (that will stand out even more - with graffiti).
3. SAMPLING: We wanted to overtake food delivery platforms delivering CCE to the people chilling at home and ordering food, making it perfect for FOMO situations. Campaign would include Monday First Aid Kits containing CCE, a positive energy motivational sticker & CCE pattern sunglasses. Also, an idea was to create a simple vending machine next to the gas/e pumps that encourages people to charge themselves.