Rooted in a fantastic, universal insight about the first day in college and what it takes to break the ice and bring people together. With a small surprise in the counters of a major Brazilian supermarket chain, they were able to open smiles even before the consumer opened a Coke. The catch: the camera activates only when it detects a smile.Ĭoke opens happiness everywhere. The latest in such videos are these:Īs part of its global sustainability program, Coca-Cola has launched ‘2ndLives’, a line of 16 innovative caps which can be screwed onto bottles after consumption, transforming them into fun and useful objects, such as a paintbrush, water-squirter and pencil sharpener, among others, and encouraging consumers to reuse and recycle plastic.Īn activation programme in which people can take portrait pictures for use in official IDs through Coca-Cola branded photo booths. All of them have the ingredients of great activation programmes. Some of these activations have gone on to win awards, while many have become viral successes. Most of them involve an on-ground event where consumers engage with the Coca-Cola brand directly or indirectly. Of late, there’s been a surfeit of videos for Coca-Cola which can be broadly clubbed under ‘activation’ or Promo.

Digital activations ideas