2014 Winners & Shortlists

The Brief

The objective of the “Under the Crown” promotion was to instigate the importance of the bottle's crown and increasing sales. Coca-Cola wanted to give its consumers more freshment, free of charge. It was based on the redemption rate of all Coca-Cola small and 355ml bottles. Buy a Coca-Cola bottle, untap the crown, do not throw it away, keep it and exchange it for another free Coca-Cola bottle.

Describe how the promotion developed from concept to implementation

What is a King without his Crown? Nothing much. This is precisely what our solution was based upon: Shedding light on bottle's crown and giving it stature and long overdue credit. It is customary for all consumers to view and treat the bottle crowns as something trivial, worthless, which is instantly thrown away and completely forgotten. Do not throw away or lose the crown, look underneath it and you will find an illustration of a Coca-Cola, along with congratulatory message announcing that you have just won yourself another free bottle. It is your means to more free Coca-Cola bottles.

Describe the success of the promotion with both client and consumer including some quantifiable results

We got an unprecedented 55% redemption rate; almost unheard of the in the industry

Explain why the method of promotion was most relevant to the product or service

What could be more relevant to the product than a part of it? And not just any part, but an integral constitute of our product. The Coca-Cola crown is what seals the deal; our ticket to the end of the bottles' production cycle. No crown, no sales. In other words, not a single Coca-Cola bottle can be sold with its crown being securely intact. Our creative execution pushed the crown under the limelight, giving it value and worth. It made people give value to the entire bottle, after crowns were instantly disregarded by consumers was a trivial nuisance.