Helping To Make Friends With The Coca-Cola Friendly Twist
Vishal Khan
Jun 26, 2014
Everyone remembers their first day at college – and most of those memories are filled with feelings of awkwardness and anxiety. But that won’t happen anymore, because the Coca-Cola’s Friendly Twist Campaign is here to save the day! Using a clever new way for freshers at a university in Columbia to meet new people, the beverage company tries to help start friendships with a bottle of coke.
Read Also: Coca-Cola One World One Game
Find Your Coke Opener
The concept is incredibly simplistic and awe-inspiring; your bottle of Coke won’t open without the help of the cap of another bottle. This calls for students to find someone else with a bottle of coke to open theirs, and voila! Friendship made.
Simple Design Solution
Through the idea of sharing, Coca-Cola aims at making the first day of college a lot less nerve-racking that it already is. The simple design of the bottle caps offers a solution that is sure to initiate some communication among newbies.
Development And Sales
Leo Burnett is the brains behind the project, and he put it to action in Columbia, where sales peaked tremendously. Since the bottles functined as puzzle pieces in couples, users had to buy two at a time to open each other. With a twisting motion, the bottles would click and open, and this has been used as a metaphor by Leo for making strangers ‘click’.
Socializing Without Realizing
The challenge of finding a bottle cap that can open yours is so pre-occupying, that students don’t event seem to realize that they are socializing for the purpose. Although you might insist that each student could have simply bought two bottles, they didn’t have the liberty to do so as they consulted their peers for a solution.
Similar Campaigns
Previously, Coca-Cola initiated a similar campaign called the Sharing Can, which involved a normal-sized Coke can that could be split into two for sharing.
