Non-Alcoholic Beverages

Bronze
CAMPAIGN
Lyric Coke
AGENCY
Isobar China group
CLIENT
Coca-Cola
BRAND
Coca-Cola
DETAILS
The brief asked for an idea that would excite people in China and get them to share a Coke. Previous Coca-Cola campaigns that played with packaging, like putting someone’s a name on a bottle, lacked the emotional depth to stand out in a category that has over 1,100 competitive brands shouting for attention. The audience was familiar with the brand, but needed new reasons to purchase in a cluttered category.
 
Young Chinese people often have difficulty sharing their emotions openly, so the strategy was to harness the emotional power of music to let young people express themselves in the act of sharing a Coke.
 
The idea was to put the lyrics of famous Chinese songs on Coca-Cola packaging.  Each lyric was selected from the ‘hook’ of the song, the most memorable and emotionally charged section of the song.  For instance, the line “I will always love you.” from the song of the same title would appear on packaging.
 
By sharing an “I will always love you.” Coke in the real world or digitally, our audience could share a drink with a friend and also express the deeper emotion encapsulated in the lyric.
 
CAMPAIGN
Slurpee Xpandinator
AGENCY
Leo Burnett Melbourne
CLIENT
7-Eleven
BRAND
Slurpee
DETAILS
Slurpee is Australia’s best-loved frozen beverage. However in the summer of 2014, competitors had set their sights on the frozen drinks category. These goliath competitors were drastically outspending Slurpee in media, undercutting Slurpee prices by over a third and effectively slurping us dry.
 
With Slurpee sales in decline, our objectives couldn’t have been more clear or more challenging:
1. Win back frozen drink lovers who were being seduced by our competitors’ lower prices. 
2. Achieve $60,000 in sales for each day of the campaign, achieving a total of $1.26mil across the period, nationally.
 
Our campaign approach for Slurpee breaks away from tradition in two ways:
1. It reframed value whilst growing brand affinity. 
2. We made stuff that resonated, not ads.
 
We created the Xpandinator – a device that was designed to flip the idea of value on its head and socially engage fans in a way that our competitors simply couldn’t. 
 
We created buzz around the invention by seeding it through social media, resulting in 250,000 Xpandinators being snapped up in under three weeks.
 
Over the full campaign period, Slurpee sales were up 21% compared to the previous year and exceeded objectives by 65%. For every $1 spent in media, the campaign returned $2.89 in revenue, an ROI of 289%.
 
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