With a brand as established as Coca-Cola, how can one redesign the experience of drinking a Coke to ensure consistent high engagement with its fans and possibly new reach to non-fans?

Background

At The Coca-Cola Company (TCCC), we are constantly innovating. Beyond the product itself, we continuously seek to develop new and innovative ways to engage and delight our consumers through our core packages – the bottle or the can.

Over the years, TCCC has brought numerous ground-breaking innovations into the market, from the introduction of the six-pack in 1923 to the iconic Share a Coke campaign in 2011 that replaced the instantly recognizable Coca-Cola script with personalized individual names on the front of pack.

In fact, our most iconic packaging, the Coca-Cola Contour bottle, was born out of a challenge to develop a "bottle so distinct that you would recognize if by feel in the dark or lying broken on the ground." Today, the shape is almost universally recognize all around the world.

More recently, an innovation driven out of the team in Singapore saw the lightsabers on Coca-Cola bottles light up on touch. This was made possible by embedding flexible OLED, printed circuitry and thin-film batteries right under the label, giving the bottles an ordinary look until activated.

For more information, please visit: https://www.coca-colacompany.com/company/history

 

Desired Outcome

With a brand as established as Coca-Cola, how can one redesign the experience of drinking a Coke to ensure consistent high engagement with its fans and possibly new reach to non-fans? How might we give our consumers a differentiated experience?

The solution should engage our consumers deeply by evoking a strong emotional response towards the innovation. It should also be meaningful, and not just for innovation sake. Ideally, the solutions should be as closely related to our core product offerings as possible, as this is where consumers most engage with our brand.

We encourage out-of-the-box thinking, but the solutions should be in line with the core values of the company.

 

Challenge

Design Think-Tank Challenge

Organisation

The Coca-Cola Company

Proposal submissions are open from 25 Nov 2020 to 28 Feb 2021