Think outside the Bottle and taste the INNOVATION

On July, Coca-Cola introduced an exciting packaging innovation that tells Moroccan cthe a bottle icon from grey to baby blue when the can or bottle is perfectly chilled. The label activation is part of a summer drive to help spread the message that nothing beats an ice-cold Coke on a hot summer's day, Coca-Cola has set the point of color change to reflect the optimal temperature for consumption.

Best Served Cold

The science behind this innovative packaging is quite simple. Coca-Cola uses color-changing molecules in the ink used for the packaging decoration. These molecules transform when they reach a certain temperature. At room temperature, they are colourless, but as soon as the temperature drops, the individual pigments start to become visible.

What about the retailers?

In order to push the retailers to collaborate and to support this campaign, Coca-Cola Morocco has launched a new ad in August, in which the long 1-minute-26-second video has been posted on YouTube and sponsor don Facebook prompts viewers and customers to require an ICED-COLD coke when shopping in convenience stores. Let’s not forget that the company supplies a great number of great coolers to retailers across the country to help promote the product and to make sure that their customers buy and consume their drinks in the best condition possible. Nevertheless, to save money, multiple retailers decide to turn off the coolers at night; which is not ideal for Coca-Cola, which has invested tremendously in this strategy marketing action.

The spot features the Moroccan singer Masta Flow rapping, in a catchy song and a fun qnd auirky spirit, about what happens when he gets his coke not cold.

  

Coca-Cola is one of the very few brands in Morocco that gets marketing Right. While the rest of multinational companies settle for adapting international strategies and companies to the Moroccan context, The red and white brand knows how to be revolutionary, disruptive and how to excite the Moroccan market.

After all, there’s a reason Coca-Cola is considered to be the King of Marketing.

Successful brands tend to have everybody’s attention, and when some of them would focus on instant profits, some others would rather focus on brand awareness, love and retention and on  building brands people love, which results have deeper and durable impacts. And personally; Coca-Cola is the best at that.