The 'Brrr' effect, literally

By Nandana Das , afaqs!, New Delhi | In OOH News | April 28, 2011
The idea behind Coca-Cola India's latest campaign is to capture the 'Brrr' expression, a spontaneous reaction and a feeling of upliftment the consumer derives after sipping an icy cold Coca-Cola.

Coca-Cola India has recently launched an activity to promote their new 'Brrr' campaign. The soft drink major has set up igloo shaped huts, measuring 35 feet in diameter in front of various malls across India.

The idea is to get the consumers experience the 'Brrr' effect. As part of this activity, the consumers are asked to enter this igloo huts which are temperature controlled with the help of 9 tonne air conditioning. These igloo huts are made of insulated materials such as heatlon foam, carved with brick designs, which acts as a barrier to combat the extreme heat in the summer.

Once inside the igloo, the consumer is given a glass of chilled coke. And as soon as the consumer takes the first sip of the chilled coke, his instant Brrr expression is captured by the video booth set up inside the igloo.

Vivify Enterprise is executing this activation for the beverage company.

Talking about the aim of the activation, Abhijit Datta, senior brand manager, Coca-Cola India, says, "The idea is to capture the 'Brrr' expression (the spontaneous reaction and a feeling of upliftment one derives after sipping an icy cold Coca-Cola) of a consumer."

"The idea of creating igloo huts came to our mind as we were sure that they represent extreme cold temperatures and aptly depict the 'Brrr' effect visually, " Datta adds.

The 'Brrr' activation which started this month is likely to continue till the middle of May. It is spread across 18 cities across the country -- Mumbai, Lucknow, Chennai, Chandigarh, Ahmedabad, and Gurgaon to mention a few.

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