Coke's customizable new year's resolution cans feature in new campaign

European push via 72andSunny lets people personalize cans with their intentions for 2021

Published On
Jan 26, 2021

Editor's Pick

Coke has been trying to persuade European consumers to do things better in 2021 with a new year's campaign that changes up its packaging to feature people's intentions to do "better" this year. 

The "Open to Better" push features new editions of Coke brand cans that have removed the logo on one side, replacing them with different version of new year's resolutions, such as  "I promise to smile more just for you" and "You're right it's time for me to take more breaks." In participating markets, there is also an online store where people can purchase cans that they personalize with their own resolutions for the year. 

The resolution cans are being promoted by a series of spots running on social media that show people sharing their personal stories of what they would write. This week sees the brand breaking a long-form ad on Instagram, seen here.

Created by 72andSunny, the campaign kicked off earlier in the month when the new cans went on sale across European markets and on different brands including Coca-Cola Original Taste, Zero Sugar and Diet Coke/ Coca-Cola Light.

In a statement, Marta Carreras Cancelo, Coca-Cola Europe head of creative strategy, said it was using the "power of its packaging to share sentiments of hope and positivity."

Can redesigns have been a popular move for marketers in recent years: for example, Budweiser's attempt to rebrand its cans as "America" .

 

Coke can with the 'Smile more' resolution written on it.

Coke can with the 'Take more breaks' resolution written on it.

Coke can with the 'Do Better' resolution written on it.

Credits

Date
Jan 26, 2021
Client :
CocaCola
Agency :
72andSunny-Amsterdam
Executive Creative Director :
Laura Visco
Creative Director :
Emiliano Trierveiler
Sr Designer :
Pauline Sall
Sr Writer :
Jorge Brandao
Writer :
Dimitri Deneuville
Designer :
David Diankanguila
Strategy Director :
Armando Potter
Comms Strategist :
Charlotte Rubesa
Group Brand Director :
Rob Conibear
Brand Director :
Angelina Joy
Brand Manager :
Marie Henaff
Director of Production :
Stephany Oakley
Executive Producer :
Jennifer Cursio
Sr Film Producer :
Eline Bakker
Sr Business Affairs Manager :
Melissa Kincaid
Production Company :
Stink Films
Director :
Keith McCarthy
Director of Photography :
Joe Cook
Producer :
Lucy Gossage
Production Manager :
Poppy Shafto
Editing Company :
Trim
Editor :
James Forbes-Robertson
Audio Post :
Wave
Sound Designer/Mixer :
Ed Downham
Music Company :
Human
VFX Supervisor :
Guillaume Weiss
Colorist :
Guillaume Weiss
VFX Producer :
Tamara Mennell

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Project Type