Coca-Cola: The Sharing Can
For all the great ideas and great campaigns Coke has ever launched, this is the one that perfectly embodies their “share happiness” campaign the most. Yes, that’s a sweeping statement. This is better than the hug machine, the happiness vending machine and all other heart warming on-ground efforts they have done.
There is always something innately selfish with a can or bottle of soda because unless you are from a country that doesn’t mind several lips sharing a single can, you are most likely to keep the can to yourself.
When Coca Cola launched their “Share Happiness” campaign, the main message has always been for people to drink together, give away things to other people, spend time together and, perhaps, share other things… but never their bottle of Coke. It’s extremely ironic.
For some time, it was almost an insurmountable odd.
A Can You Can Split
The solution finally popped up. It is virtually impossible to ask people share their can so they just made a can that people can break into two so they can give the other half to other people. Now, they can really “share” a can instead of “give” a can away.
The idea is so surprising that it compels you to look for someone to give it to even if you hadn’t planned it. It is as if the bottle is telling you to share because that is the essence of the can and doing otherwise would be depriving the can from fulfilling its very mission.
It’s Always in the Concept
This is one campaign that proves just how critical the original idea is. ‘Share Happiness’ has been going on for quite some time now but this has only popped up recently. However, this has been written all over the very concept of campaign. It just took someone to look back and re-examine the campaign to get down to this.
There was no use of new technology or ground breaking system. They didn’t need to stage a perfectly designed event to where people can go. All they needed was understand exactly what their original concept has always been.
That is true to any marketing campaign.
Sometimes, marketers and clients get excited at the prospect of using new technologies or resort to tried and tested tactics like facebook likes and photo submission. They fail to do the one thing that is most important of all – going back to the idea of the campaign and make sure that whatever tactic they use, it perfectly fulfills the full intention of the whole campaign.