253ml Bottle Campaign

Client

Coca-Cola

Needs

Art Direction, Photography, Retouching, Copywriting

Team

Art Direction: Ed Dye;  Photography: Jeff Wolk; Retouching: Ed Dye; Copywriting: Corwin Carter;

For Coca-Cola's new 253ml bottle marketing, we were tasked with developing a series of photographic stills that aligned with their 'Taste the Feeling' visual language. With this new look, a fashion forward mentality was sought for the shoot; selecting models, clothes, locations, and extraneous elements to invoke the feeling of summer. The secondary aspect of this project was to use photographic composition to make use of the new bottle's size, which is much smaller than their typical offering.

SMALL BOTTLE, BIG TASTE

The first two parts of the campaign are centralized around 'On the Go'. The headline, imagery, and focused price point come together to make it quick and easy to entice the purchase of the new product. 

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The second part of the campaign focuses around 'At Home'. The idea is to sell into the family space, helping to convince mom and dad of the new, tiny bottle's value. The messaging and imagery help convey a sense of family and sharing.

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To further sell the campaign, we developed a series of headlines that communicate the new size and a lower cost. Headlines could be interchanged depending on the photographic situation and the context of the advertisement's location.

Our crew loves Coke.

Unused compositions from the shoot.

In order to give the bottle a spot in the marketplace, a younger generation is featured in most of the photography suggesting the bottle is for on-the-go. We selected situational environments that would help express that idea. The final deliverable was executed for billboards and in-store signage for point of sale.

Exciting, sexy, super—Coca-Cola.