Tiny Cokes Launch – Ogivly & Mather Berlin
Vishal Khan
Jun 10, 2014
As a promotional stunt for the launch of the all-new tiny coke cans, Coca-Cola has teamed up with the advertising agency Ogilvy & Mather Berlin to deploy and install miniature kiosks in Germany. Throughout five major cities in the country, the kiosks have managed to sell about 380 cans every day.
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This gave the Coca-Cola Company a 278% increase in sale as compared to a vending machine. The whole campaign is revolved around the tiniest of installations, including a pint-sized vending machine.
The Little Things
The motto of the campaign goes ‘It’s the little things in life that make us happy’ and is displayed in print on the diminutive outdoor Coke stalls. Selling mini cans of Coke, the stalls are also stocked with many other miniature products.
The Vending Machine
This one is definitely the smallest vending machine you’ll ever see, and the kiosk on an average holds a good number of cans. The setup catches the eye in spite of being extremely small, serving the purpose of publicizing the company very well.
Ogivly & Mather Berlin
Developed by by Ogilvy & Mather Berlin, the project was designed to impress passers-by with a resized version of a traditional kiosk. The tiny toy format of the pop-up venue highlights the smaller 7.5 ounce versions of Coke cans.
Same Standards
Keeping the standards in mind, the promotional kioks have been created in lieu with regular street stands. The kiosks that have appeared on the streets and parks of many German cities encourage people to look inside and buy some Coke from the mini dispenser. There is also a real vendor seated inside, with his other half below the surface of the ground.
Audience
As would be easy to predict, the kiosks were especially appealing to kids, and were rather popular among them. Coca-Cola’s previous campaign for 2013 was a regular-sized can that was capable of splitting into two mini cans.
