Coca Cola. Unleash One

8/13/2019 Coca Cola. Unleash One.

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Unleash One


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Institute of European Design.Masters of Design and Innovation inCommunication Design Labs

Director Toni SegarraIED, Madrid.

Thesis 2012 to communicate and strategisea preceeding claim for The Coca Cola Company.

Open Happinessis the current claim but what is the future for this great brand calledCoca Cola?

By: Zinzi Samuels


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(

(

. . .Unleash One.


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Coca Colais a brand to emulate,comparable to a social model.


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But what is the secret to its notoriety?


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It may just be the secret formula.

Suppose Coca Cola were to do thenoble deed and reveal their unique factor.


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And make it fashionablefor persons to do the same.

Reveal what is it that makes them unique.

Like seeing oneself in the brand.


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Develop a quid pro quo!

Coke will share their secret formula for your unique factor.

Acknowledging that there is that something in all of us.

Instilling values of unlocking and celebratingyourunique factor (as a statemet) that makes you the individual you are.


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Coke will attempt to enlightenpersons perception and provide toolsto stimulateone to look withinthemselves and potentially realise this

awoken side of you.

With the aim of hopefully bringing you toa level beyond hapiness,self-actualization.


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Crossing Happiness Street into Self Actualization Street.One can proudly claim who you are among many.

Coke being the mentor for this new cool to awaken.

Coke may not be able to tell you what it is, but will aspireto offer tools which may aid in you getting there.


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More than ever, people are declaring themselves as beingexperts in their own right and declaring themselves as a brand.

A spirit of individuality.

Coke will embrace and capitalizing on this evolving lifestyle.


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The communication strategy is three phased.

Coca cola: Liberate, Awaken and Celebrate.

By planting each tactic progressively in a manner that itsyncronises in the lifestyle of people.


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Coca Cola Reveal

Sensitize the public that they will be revealing something

really special to the public as a thank you.

Keenly through a specially designed bottle, with the label embedded,to be reeled and reveal a special message.


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Grand Reveal

Envisioned to be an iconic moment in social history, where7 billion bubbles (the reveal population)will be released into the atmosphere.

This represents a commitment to the number of persons they aspire to inspire

to nd their unique factor.

The launch of the campaign Unlesh One.

Unleash and celebrate you. You believed in us now we

believe in this potential of you.


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Coca Cola Liberate

Stimulate consumers to join in the revealpopulation. These bubbles will travel across the world.Spreading the new phenomena.

The bubbles represent aspirations, an iconic visual ongoing elementwhich will be used in the rest of the campaign.

A constant reminder of celebrating individuality (you) in the World.Like a constant companion.

Giving coke a mysterious element to the brand.Striking an aspirational impression on society and subsequently have the capacityto unleash something special in people. An aura of global possibilites.


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A space in which to express this portrayal of you.Through this virtual World users can perceive themselves as being apart ofthis mythical wave of bubbles.

They immerse in the reveal population as a seedling and initiate through

posting an ongoing self-map.A favourite song, where you spend most ofyour time, icons, and so on.

At the end of each use a user will have a current staus, in the form of a wave,an two inverted brackets similar to a hashtag.


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The Formula lab visits communitiesand offer an assortment of live values at yourexposure for you independently explore and see what you are more inclined to.

Creating new realtiesby collaborating with mentors, technogy companies etc.with a formula master.


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The campaign will see a hand gesture mimicing the coke wave.Signifying the truth, my unique factor, revealing something you didntknow about me.

Can be usedin casual conversations, texting,social outcry etc.

The wave of bubbles will also appear in adverts, tv shows maintaining itsrelevance and symbolism


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A Gesture Coke machinePostion your hand in the wave gesture.

Voice a series of personal statements.

At the end of this time lapse in a phrasedeclare what you think your unique factor is.

At the end this data is sent to the formula lab and youcelebrate with a free coke.


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A wall to communicate and share.

Data from the coke machine will be collectively interpreted

as street/comunial art with consciousness to local culture.

A form of social emancipation in the form of grafti.


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The formula lab will give those members in thereveal population a reward on the rm establishmentof what truly denes them as an individual.

The reward is a unique coin to you.

A conversational piece.

A gesture to continue in the pursuit of youexercising your unique factor.


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My friends just dont get it,

Telling stories is just my think.

Ghandi aint got nothing on me.

My name is Priah

and I see life through stories

My secret formula?The story teller you never knew.

Share the refreshing feeling Coke carries.

.

Unleash one!

The story teller


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Coca Cola, Unleash One is a campaign geared atdemonstrating the positive effect a popular brand such as

The Coca Cola Company can have on society. A hope for a positive World willsusequently be fueled through individual

uplifting perceptions of themselves, their society and hopefully the world,through these strategic chain of

activities. Corelating to similar sentiments of the Coke 1971 hilltop ad, wheresociety needed a sense of unity, tegetherness and hope.So is the symbolism of the wave of bubbles of aspirations, that even you out of

billions have something special awaiting discovery and celebration.Unleash One!


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Documents

Coca Cola. Unleash One