This is such a simple-looking idea that would have most people go, ‘Why didn’t I think of it?’. But it’s not that simple – it has been conceived and thought-through so well and elegantly.
The design for creating something like this, that should work for every single person trying it, is the key. Ogilvy’s Bogota (now familiar to most Indians, thanks to Narcos – Bogota, Medellín, Cali and so on!) office has really done a fantastic job here, back in 2013! 2 years later, Coca-Cola took the idea to the rest of the world.
The only hitch is that we people/users are giving Coca-Cola, of all things, as a gift. Coca-Cola, the sugar overdose water that is supremely addictive and unhealthy. I really hope, at some point in the near future, consumers/people will be wiser and let corporations like Coca-Cola unequivocally know that this is wrong. That they need to be a LOT more responsible than selling us sugared water in such perilous quantities and profiting from it.
I also hope that advertising and PR agencies seriously consider refusing to work on creative or PR mandates from companies selling us excessive sugar, like they do with cigarette companies now, so that those corporations rethink their strategy and product lines.