Viral Now: Coke's Friendly Twist

By Saumya Tewari , afaqs!, New Delhi | In Digital
Last updated : June 06, 2014
The global beverage giant has created a special 'cap' on its soda bottles which helps to break the ice between students on their first day of college.

Everyone goes through that awkward first day of college when even asking for direction to one's class seems like a task. Coca-Cola, a popular brand among youth, did a clever product designing trick and created a soda bottle with a unique cap.

Coca-Cola, along with its advertising agency Leo Burnett, created a more social kind of the Coke bottle in Colombia. The special soda bottle caps were designed in pairs, which would only open when they interlocked. In order to help students "break the ice," the brand kept a cooler full of these bottles at a Colombian University. When students came and grabbed a bottle, it didn't open. Curious, they realised that the bottles would only open when they found the right pair of the cap. In the process, awkward silences were broken and students who grabbed cokes formed friendships with a single torque. The activation took its brand value a notch higher.

The campaign, aptly titled 'The Friendly Twist', was posted on YouTube and has already garnered 5,971,916 views as on Wednesday evening.

The Coca-Cola Company, incorporated on September 5, 1919, is a global beverage company. It owns or licenses and markets more than 500 non-alcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. It owns and markets a range of non-alcoholic sparkling beverage brands, which includes Coca-Cola, Diet Coke, Fanta and Sprite. The company's segments include Eurasia and Africa, Europe, Latin America, North America, Pacific, Bottling Investments and Corporate. It competes with PepsiCo, Inc., Nestle, Dr Pepper Snapple Group, Inc., Groupe Danone, Kraft Foods Inc. and Unilever.

(Viral Now is a section about videos that are catching people's fancy on social media).

First Published : June 06, 2014
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