Sharing has always been a cornerstone of the Coca-Cola experience. So when Coca-Cola approached Leo Burnett Colombia with an ask to reconnect its brand with a young audience, Leo Burnett knew sharing was part of the answer. The solution? A ‘friendly twist’ cap that could only be opened with another Coke — and therefore, another person. Watch and see.
Why create a cap that requires another cap to open? Why college freshmen? Teens need to socialize, according to the Colombian agency. And what better moment to promote socialization, sharing and trust than on the first day of college? A time when campus is saturated with anxiety and isolation. Watch and learn.