Coca Cola. Unleash One.

Unleash One
Institute of European Design. Masters of Design and Innovation inCommunication Design Labs Director Toni Segarra IED, Madrid. Thesis 2012 to communicate and strategise a preceeding claim for The Coca Cola Company. Open Happiness is the current claim but what is the future for this great brand called Coca Cola?
By: Zinzi Samuels
. . . Unleash One.
Coca Cola is a brand to emulate, comparable to a social model.
But what is the secret to its notoriety?
It may just be the secret formula. Suppose Coca Cola were to do the noble deed and reveal their unique factor.
And make it fashionable for persons to do the same. Reveal what is it that makes them unique. Like seeing oneself in the brand.
Develop a quid pro quo! Coke will share their secret formula for your unique factor. Acknowledging that there is that something in all of us. Instilling values of unlocking and celebrating your unique factor (as a statemet) that makes you the individual you are.
Coke will attempt to enlighten persons perception and provide tools to stimulate one to look within themselves and potentially realise this awoken side of you. With the aim of hopefully bringing you to a level beyond hapiness, self-actualization.
Crossing Happiness Street into Self Actualization Street. One can proudly claim who you are among many. Coke being the mentor for this new cool to awaken. Coke may not be able to tell you what it is, but will aspire to offer tools which may aid in you getting there.
More than ever, people are declaring themselves as being experts in their own right and declaring themselves as a brand. A spirit of individuality. Coke will embrace and capitalizing on this evolving lifestyle.
The communication strategy is three phased. Coca cola: Liberate, Awaken and Celebrate. By planting each tactic progressively in a manner that it syncronises in the lifestyle of people.
Coca Cola Reveal Sensitize the public that they will be revealing something really special to the public as a thank you. Keenly through a specially designed bottle, with the label embedded, to be reeled and reveal a special message.
Grand Reveal Envisioned to be an iconic moment in social history, where 7 billion bubbles (the reveal population) will be released into the atmosphere. This represents a commitment to the number of persons they aspire to inspire to find their unique factor. The launch of the campaign Unlesh One. Unleash and celebrate you. You believed in us now we believe in this potential of you.
Coca Cola Liberate Stimulate consumers to join in the reveal population. These bubbles will travel across the world. Spreading the new phenomena. The bubbles represent aspirations, an iconic visual ongoing element which will be used in the rest of the campaign. A constant reminder of celebrating individuality (you) in the World. Like a constant companion. Giving coke a mysterious element to the brand. Striking an aspirational impression on society and subsequently have the capacity to unleash something special in people. An aura of global possibilites.
The Coca Cola formula Lab is a special team their job will surround the input they get from the reveal population. The lab creates these strategic journey s to potentially aid consumers in getting there. Are you immersed in the wave?
Through an online platform consumers will immerse themselves in a virtual space engaging them in posting, providing content for the formula lab to evaluate and take strategic actions.
A space in which to express this portrayal of you. Through this virtual World users can perceive themselves as being apart of this mythical wave of bubbles. They immerse in the reveal population as a seedling and initiate through posting an ongoing self-map. A favourite song, where you spend most of your time, icons, and so on. At the end of each use a user will have a current staus, in the form of a wave, an two inverted brackets similar to a hashtag.
The Formula lab visits communities and offer an assortment of live values at your exposure for you independently explore and see what you are more inclined to. Creating new realties by collaborating with mentors, technogy companies etc. with a formula master.
The campaign will see a hand gesture mimicing the coke wave. Signifying the truth, my unique factor, revealing something you didnt know about me. Can be used in casual conversations, texting, social outcry etc. The wave of bubbles will also appear in adverts, tv shows maintaining its relevance and symbolism
A Gesture Coke machine Postion your hand in the wave gesture. Voice a series of personal statements. At the end of this time lapse in a phrase declare what you think your unique factor is. At the end this data is sent to the formula lab and you celebrate with a free coke.
A wall to communicate and share. Data from the coke machine will be collectively interpreted as street/comunial art with consciousness to local culture. A form of social emancipation in the form of graffiti.
The formula lab will give those members in the reveal population a reward on the firm establishment of what truly defines them as an individual. The reward is a unique coin to you. A conversational piece. A gesture to continue in the pursuit of you exercising your unique factor.
My friends just dont get it, Telling stories is just my think. Ghandi aint got nothing on me. My name is Priah and I see life through stories My secret formula? The story teller you never knew. Share the refreshing feeling Coke carries.
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Unleash one!
The story teller
Coca Cola, Unleash One is a campaign geared at demonstrating the positive effect a popular brand such as The Coca Cola Company can have on society. A hope for a positive World will susequently be fueled through individual uplifting perceptions of themselves, their society and hopefully the world, through these strategic chain of activities. Corelating to similar sentiments of the Coke 1971 hilltop ad, where society needed a sense of unity, tegetherness and hope. So is the symbolism of the wave of bubbles of aspirations, that even you out of billions have something special awaiting discovery and celebration. Unleash One!

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Unleash One

By: Zinzi Samuels

Coca Cola is a brand to emulate, comparable to a social model.

But what is the secret to its notoriety?

The story teller

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