14th March 2020, Alarm State is declared in Spain due to COVID-19 pandemic. A society in shock watching how things changed from one day to another: life was suddenly paralyzed. However, not for everyone because some people could not stop in order to help the rest of us. That day, 14th March 2020, Coca-Cola was one of the first brands in Spain to recognize all these heroes on Social Media. How? We decided to empty the iconic Coca-Cola Contour bottle to fill it with the people taking care of others and collaborating to overcome the situation. On the top, a big and sincere “Thank you” for them. That is why we have called this creativity “A grateful bottle”. It was meant to be a local action in Spain, made in real-time, but the repercussion of it was unexpected: soon many other Coca-Cola markets in all continents started to adapt it to their languages and posting it as well on Social Media. But that is not the end, this big thank-you to first-line people fighting in times of COVID-19 was screened at the Global Citizen´s “One World”, a huge event with concerts by top artists streamed worldwide. The creativity jumped also from the screens to the offline world by being printed in Coca- Cola´s packages and rears of trucks in many countries. This situation will pass, but Coca-Cola’s gratitude that we all share for COVID-19 heroes will remain in the shape of an iconic bottle, which has become a big tribute. Never before has a bottle of Coca-Cola been so full.
Openfield Marketing Johannesburg