2016 Winners & Shortlists

Brief Explanation

2015 was the centennial anniversary of the Coca-Cola Contour bottle, the most iconic piece of branding in the history of marketing. On this special occasion we wanted to not only celebrate its shape but take a more holistic approach and bring to light the design background of this bottle. We created a unique design piece unlike any other to reconnect with our audience. A limited number of 100 pieces were made by hand in collaboration with glassmakers, welders, carpenters, lathe workers and printers to tell the exceptional story of the evolution of the Contour bottle.

Results and Effectiveness

Each box was handed over personally on the 16th of November (the actual birthday) by a representative of the brand, making the valuable design piece even more special. Each chest is one of a kind just like the early Coca-Cola bottles and cannot be purchased anywhere. As a result, it is considered an exceptional gesture of acknowledgement to have been given one of these 100 boxes.

Creative Execution

We created a very limited number of boxes to give them the appeal of a rare collector’s piece. Every element was made by hand to add value. On top of that each box was delivered by a representative of the Coca-Cola Company, in today’s perfect world where ice cream is delivered to your doorstep, this “old-fashioned” approach made a huge difference in how the design piece was received.

Insights, Strategy and the Idea

Our audience was partners and bottlers of the Coca-Cola Company. These were no strangers to customized memorabilia and needed to be addressed differently.