Coca-cola: Friendly Bars

Credits & Description:

Title: Friendly Bars
Agency: Grey Chile
Brand: Coca-Cola
Country: Chile
Entrant Company: Grey Chile, Santiago
Advertising Agency: Grey Chile, Santiago
Additional Company: Saturno, Lima
Chief Creative Officer: Carles Puig (Grey Chile)
Industrial Design Supervisor: Cristina Astorga Salinas (Grey Chile)
Creative Director And Copywriter: Alberto Osorio (Grey)
Copywriter: Jose Muñoz (Grey)
Art Director: Eduardo Casassus (Grey)
Art Director: Francisco Guzman (Grey)
Art Director: Fernanda Alvarez (Grey)
Art Director: Lucas Sousa (Grey)
Business Manager: Angélica Pizarro (Grey)
Account Supervisor: Camila Gatica (Grey)
Music Artist: El Barrio (Fm Hip-Hop)
Creative Director: Nicolás Soto (Grey Circus, Perú)
Directora Audiovisual Y Btl: Andrea Cortés (Grey Circus, Perú)
Art Director: Florencia Rigiroli (Grey, Argentina)
Creative Director: Carlos Tormos (Grey, Perú)
Shopper Marketing Senior Manager / West: Magdalena Olivares (Coca-Cola)
Imc Director: Guillermo Gimenez Y Brotons (Coca-Cola)
Imc Content Sr. Manager: Úrsula Cárpena (Coca-Cola)
Pac Director Perú & Bolivia: Julia Sobrevilla (Coca-Cola)
Channel Strategy & Shopper Director: Ignacio Pro (Coca-Cola)
Commercial Planning Director: María Dolores Casagrande (Coca-Cola)
Peru Franchisee Manager: Pablo Medina (Coca-Cola)
Directora De Marketing: Cristina Choussy (Arca Continental Lindley)
Gerente Desarrollo De Canales Y Shopper: Cristiano Colombo (Arca Continental Lindley)
Gerente De Shopper & Trade Marketing Tradicional: Giancarlo Larios (Arca Continental Lindley)
Analista De Marketing Y Shopper Y Trade Marketing: Paola Martínez (Arca Continental Lindley)
Jefe De Servicios De Marketing: Edgar Acevedo (Arca Continental Lindley)
Ceo Latam: Eduardo Maruri (Grey Group)
Global Creative Chairman: Per Pedersen (Grey Group)
Cco Latam: Diego Medvedocky (Grey Group)
Strategy:
In Lima, Peru, there is a high presence of local shops and Coca-Cola in its business role is a driver to develop and protect the entrepreneurship of these premises. This coupled with brand values such as optimism and social uplift, benefits the accessibility to the product.In different districts of Lima, Peru, the warehouses are behind bars due to delinquency high rates. Coca-Cola chose these bars as a means to deliver a more optimistic message to the community, with new designed bars that will make people feel better.This campaign was placed in different districts of Lima, Perú. District of San Juan de Lurigancho1,047,725 inhabitants,district of Ate 630,085 inhabitants, district of Chorrillos 325. 547 inhabitants. Reaching the entire communityRough bars affect the relationship between buyers and local shop owners. Replacing these bars with designed ones, gave the neighborhood a better image and improved the shopping experiency for everybody.
Synopsis:
Life isn´t always easy in the neighborhoods of Lima, crime rate is the highest in the country. Shops have put up protective bars reminding people of the insecurity and fueling even more crime. These bars limit the buyer's experience, creating a feeling of isolation and fear.How can we reverse this situation in the neighborhoods and change the shopping experience?New bars with more optimistic designs transform the rough bars into a new communication channel for the brand that delivers a more positive feeling for all the community and better shopper experience.USD$ 18,000 was invested in this project.This campaign was produced and changed the image in different districts of Peru: San Juan de Lurigancho 1,047,725 inhabitants, Ate 630,085 and mainly in Chorrillos 325. 547, the district where the crime rate is the highest in the country. A will soon we change the image neighborhoods all over the country.
Outcome:
Friendly Bars are designed bars that improves the shopping experience, for both owners and their clients, transforming what was once a barrier into an always-on invitation to come by, to share and enjoy, changing and vastly improving the approach to it’s consumers, while sending it’s message to the 1,047,725 inhabitants of San Juan de Lurigancho, 630,085 inhabitants of Ate and 325. 547 inhabitants of Chorrillos. 49% of people reached by the new media believe that the neighborhood is improving while fear and the sensation of insecurity is dropping.
Campaign Description:
Coca-Cola created a new bars for the local stores in Lima. Friendly Bars replaced these harsh bars with something that would make people feel better. A new optimistic bars were designed, and what was once a barrier, is now an invitation, to update the neighborhood, to come by, to share and enjoy.
Execution:
In some of Lima’s districs, the local shops were hidden behind bars because of the high crime levels. Coca-Cola replaced this rough bars, with designed and friendlier ones. Friendly Bars are handlymade designed bars, who seek to end the feeling of insecurity and fear in the neighborhoods, are making people feel good and have better shopping experience.