Refreshing marketing from 7up, Sprite and Coca-Cola

Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for great marketing ideas. This week he shines a spotlight on three thirst-quenching experiential marketing campaigns.
 
Has anyone else been complaining that it has been muggy this week?

I know we are not enjoying bright, uninterrupted sunshine at the moment, but we are still feeling the need for cool, refreshing drinks.

So this week I’ve pulled out three experiential campaigns from soft drink manufactures that appeal to the hot and bothered in order to get noticed in a very crowded market.
 
Coca-Cola Ice Bottles


On a sweltering day on a beach in Colombia, Coca-Cola opened a beach pop up shop that sold bottles of Coca-Cola that were made out of ice. This was a great brand experience that bottled up the need for a cold beverage with the novelty of a bottle that kept your drink icy.

Here at BEcause, we even love the little snap-bands that wrap around each bottle, giving consumers something to take away. It is yet another piece of great experiential work from Coca-Cola and resulted in 12x more sales of bottles that were 90% more expensive than normal.
 
7up Melting Machine


In line with the claim that “nothing is better than 7 Up on a hot day”, a vending machine made entirely out of ice and containing trapped cans of 7up was placed in the centre of Buenos Aires.

During the course of the day the block of ice melted and released the cans of 7 up. This campaign certainly got people talking and the online conversation was extended by a competition where people could guess when the final can would be “liberated” from the ice and win a 6 pack of 7up.
 
Sprite Shower



We have featured this campaign on the BEcause blog before, but it is such a great example of a brand creating an experience that connects with consumers that I think it’s worth mentioning again!

After a day on the beach in Brazil, people could wash off the sand and cool themselves in a shower that was masquerading as a giant Sprite drinks dispenser. It’s so simple, but I am sure it left a lasting impression on thirsty beach goers and got lots of people talking.

 Read more from Joss Davidge in our Clubhouse.