Keep on the grass stunt from Coca-Cola

Keep on the grass

Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly quest for great marketing ideas.

This week he looks at how Coca-Cola set out on a mission to transform a grey urban space.
 
I have featured Coca-Cola several times on this blog and not without reason, transforming the brand from a soft drink into an experience has long been Coca-Cola’s mission, and boy has it been successful.

In its latest experiential offering Coca-Cola unleashes its next 'Roll Out Happiness' stunt; declaring war on drab urban spaces.

A green-space guerrilla am-bush in Vilnius, Lithuania.

 
I particularly like how the set-up of the green space is part of the experience. It’s not done overnight by a scurrying team with radios and clipboards. The unveiling of the stunt is brilliantly done with a quirky turf-laying truck, drawing suspicious looks from passing pedestrians but getting people talking straight away. The stunt then uses a vending machine that will only release bottles of free Coca-Cola when people take off their shoes and feel the grass between their toes.  
 
Grass, a couple of trees, some picnic blankets and a clear message packaged up in a well-produced video – this stunt doesn’t push boundaries, but it clearly made an impact on those involved and has since been picked up by bloggers and on social media spreading the message around the world.

Read more from Joss Davidge on our blog.

 

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