The ‘Band Of Happiness’

Sashank CV

Tushar SharmaTejas Shah

Robin BansalTeam Name: Contourists

The contour bottle has 'The Band of Happiness' on

which is attached to the cap of the bottle

This band depicts the journey of Coca-Cola over the past

100 years in the Indian context

Each sip of Coke will be signified by different events in

time

After the user finishes the coke, the user can detach the

band just by pulling it from the bottom of the bottle

Since Coke is all about sharing, Share your Coke with

your near and dear ones

Take the Band of Happiness off the bottle and tie it on

your hand showing that you have shared your Coke and

helped spread the happiness

Click a selfie with your friends and win personalised

Coca-Cola goodies

This way Coca-Cola depicts that it continues to spread

happiness for many more years to come

Consumer Insight: People don’t finish the entire bottle of coca cola in one go and they hold the bottle for around 10-15 sec between each sip

Idea: Indulge the consumer while he is holding the bottle by printing facts on the bottle

Consumer Insight: People like to share a coke with a friend or when they are in a group

Idea: Indulge the group/couple by giving them wrist bands to tie each other along with the Coca Cola bottle

The Band: When on the bottle it depicts the timeline of Coca-Cola and its history in IndiaWhen detached from the bottle, it acts like a wrist band which shows Coca-Cola elegantly written on it

This band can be designed for all types of bottle Material: Fibre/Plastic

Campaign• TV Ad

• Shows major events in the past 100 years featuring famous personalities in sports, politics, movies etc.• The campaign speaks about how coke has been sharing happiness throughout these 100 years • The ad will also show how one must wear the band on sharing a coke with some one else• The consumer is shown clicking a selfie with the person whom he has shared the coke with and winning Coca-Cola goodies

• Point of Sale• Posters and standees with the Band of Happiness• Each level in the band is explained in the poster• The new Coke bottles with the ‘Band of Happiness’ will be at the

forefront of the retail stores• Facebook and Twitter links are displayed on the posters and the

standees

Team Name: Contourists

• Newspapers• Advertisements in national and regional newspapers• Speaks about the ‘Band of Happiness’ and the completion of 100 years

of the Coca-Cola contour bottle• Each level in the band is explained in the ad• Message – Share a Coke, Click a Selfie, Upload and Win up to a 100

Coke goodies• Ad features the Facebook and twitter links on which the social media

campaign will be running

• Radio• Coca-Cola ads broadcasted on radio• Ads talking about the Band of Happiness campaign and celebration of 100 years of the contour bottle• Broadcasts on radio stations in metro cities • Broadcast on All India Radio • Run contests on these radio stations • Coca-Cola goodies as prizes for those sharing their Band of Happiness story

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Sashank CV

Tushar SharmaTejas Shah

Robin Bansal

Social Media• Initiation of Coca-Cola ‘Band of Happiness’ campaign on Facebook and Twitter• Awareness through social media about the significance of the contour bottle of Coca-Cola• How Coke has been spreading happiness from the time of birth of the contour bottle• People are encouraged to

• On 10 such selfies uploaded, Personalised Coca-Cola goodies will be given• This ensures that the people are interested in the campaign and the campaign goes viral

Team Name: Contourists

1. Share a bottle of Coca-Cola and sport the Band of Happiness on their wrist

2. Upload selfies sporting the Band of Happiness on Facebook

3. Tweet about your sharing experience #BandofHappiness

Sashank CV

Tushar SharmaTejas Shah

Robin Bansal