A SOCIAL GAME
Who knew that a coke friendly bottle can make friends out of strangers? Coca Cola is the most famous and most widely consumed soft drink on the planet. Drinking coke is often a shared experience, at a party, or on a first date, especially between teenagers who are below the legal age limit for alcohol. For Coke, the selling point is how these shared experiences cause pleasant human interactions.
With that in mind, Coca Cola has developed a bottle cap that can be only opened with another bottle cap. The tag line on the ad states, “Open a coke. Open a friendship.”
The idea is that when you buy a bottle of coke, you have to find someone else with a bottle of coke, join them together, and open both bottles together. It can be the perfect conversational ice breaker. The ad accompanying the article shows a typical American college on the first day of the semester, something fraught with both anxiety and promise for new students. We see shots of young collegians sitting about, isolated from one another. Then we see the coke vending machine with the special twist off cap. The young people start interacting as they help each other open their coke bottles, lingering to talk to each other. You can imagine the conversation being struck up. What’s your major/? Where are you from? Are you doing anything Friday night? And thus, because of a novelty twist off cap, coke is once again the cause of happiness and pleasant human experience.
