Post by Krisha Rathod

Can a bottle cap cure social anxiety? Sounds weird right? It is an actual initiative of Coca-Cola launched in the year 2014 in Colombia namely "FRIENDLY TWIST". The campaign targeted a universal human vulnerability that is the intense social anxiety and awkward silence among students on their first day of college. In a room full of strangers, most students default to looking down at phones as a defense mechanism to avoid interaction, connections and socializing. By seeing this problem, Coca-Cola engineered a custom bottle cap that could only be unlocked when interlocked and twisted with another student's bottle. By introducing this brilliant engineering, they changed the consumer behaviour. The bottle not only acted as low pressure to talk to strangers, but it removed the awkwardness to approach with cooperation. Also, opening the bottle cap is an immediate success, pleasure and laughter among people builds connections. Even, Coca-Cola was not facing any financial crisis or sales drop at the time of launch. Instead it tried to work on their slogan to life "OPEN HAPPINESS" to build loyalty among youth generation. The brand build credibility, trust loyalty by connecting people to cooperate and enjoy the moment. That is Coca-Cola, the ultimate happiness. #CokeAmbassdor #CocaColaMantraChallenge #IconicMarketing

Video Content