Coca-Cola: New grip bottle

Challenge: Let people know about how the new Coca-Cola Grip Bottle has a better grip for holding. Solution: Posters printed on Velcro were placed in bus shelters in Paris to make people interact with the grip.
Results: People literally hooked to the campaign. On the whole, a 3.8% brand volume growth in France compared to 2007.

Advertising Agency: Marcel, Paris, France
Executive Creative Directors: Anne de Maupeou, Frédéric Témin
Creative Directors: Anne de Maupeou, Frederic Temin
Art Director / Copywriter: Souen Le Van
Copywriter / Art Director: Sergio Alonso

April 2009


Guest's picture

The old lady seems angry

Guest's picture

That is quality.

ACreativeSpirit's picture
176 pencils

my favorite type of "advertising" one tat gets people to be part of the message/ad

Always try to be unique even when forced to conform.

tirthomitro's picture
2758 pencils

hey Ivan, this is the first time i have com acros so many cool ads one after the other.
thanks a lot man!

they showed me a picture & i laughed
dignity has never been photographed

hagemony's picture
335 pencils


Juan Cabral's picture
Juan Cabral
709 pencils

I would hate this poster if my clothes got stuck at it.

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

rolling.stone's picture
2740 pencils

i guess many of us would


~ Quite obviously, I have gathered no moss ! ~

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

I'm really curious how sticky this is. It all stands or falls with that. I'd be pissed of it either damages my cloths or leaves it sticky. If not, bravo!

Guest's picture

ça fait du bien de voir enfin une idée, une vrai!!!

Guest's picture

ah oui je me souviens, ça n'a pas chopé à Cannes cette année?
c'est simple et efficace

J Designer's picture
J Designer
2420 pencils

this would piss me off if i got stuck. it will pull up bits of my clothes making them look rough

Sydney based jake's picture
Sydney based jake
115 pencils


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LaMarti's picture
18 pencils

Funny idea but I'm not certain that I would purchase this based on gripping action, especially if an article of my clothing were snagged on the velcro.

Yorch19's picture
48 pencils

great great way of advertising

"Imagination is more important than knowledge"

elenacrea's picture
5 pencils

simply genius °_° i love it.

brandingworthspreading's picture
648 pencils

Great idea.

ccurtis's picture
39 pencils

I like the ad. If I got stuck to it I would think it were quite funny. Although, I don't know how well a new grip on the bottle works as a differentiating factor.

hermotsura's picture
254 pencils

it gets noticed all right, but it's doubtful that the reaction is positive. Just because it's smart doesn't mean that it's a good idea. I'd be pissed off if my clothes get ruined because of a dumb velcro poster, wouldn't you? I'll be damned if i don't go and get a Pepsi. Overall an original idea, but it could only create negative attitude toward the product. Besides, it'd be more relevant with clothing, a new backpack strapping system or a velcro ad, than a new Coke bottle design, somehow it just doesn't add up.

AssassinX's picture
1329 pencils

Hahaha this one can definitely leave people an unforgetable impression, great

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