Coca-Cola Zero: Inverted Pyramid

Advertising Agency: Leo Burnett Manila, Makati City, Philippines
Creative Directors: Raoul Panes, Alvin Tecson
Art Directors: Mon Pineda, Farlet Vale, Steph Mangalindan
Copywriters: Therese Endriga, Cey Enriquez

Published: 
May 2016

28 comments

Guest's picture
Guest

Nice idea ! Like it.

atb2005's picture
atb2005
13561 pencils

Talk about a display that attracts attention.

silentdisturbance's picture
silentdisturbance
33 pencils

Nicely done Leo Burnett.

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silentdisturbance.

Hibon's picture
Hibon
3734 pencils

Very nice.... this is a "think opposite idea" GREAT!!!!!!

Simple ideas are the best !

Guest's picture
Guest

I like it. Couldnt be better

Lucylu's picture
Lucylu
109 pencils

Yes, really eyecatching!

KunIstvan's picture
KunIstvan
26 pencils

I hope they used tons of super strong glue or it might crumble from the slightest fart. I am sorry, it doesn't shout "product/company strength/stability...

Guest's picture
Guest

Love the visual metaphor. Excellent work yo!

angieraj's picture
angieraj
428 pencils

Love the visual metaphor! Really stands out.

Cognito Ergo Sum

Migzter13's picture
Migzter13
973 pencils

sticks out like a sore thumb - in a really good way. Like it:D

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

Dzsoi's picture
Dzsoi
8007 pencils

Like it! The pole in the middle is a bit too obvious, it doesn't look magic to me but still eye-catching.

Guest's picture
Guest

Sure, it looks great. Very cool. But how many people buy something because they liked the display??? I know I don't and I wouldn't take this product home for free. I would look at the POS and think to myself (cool idea) and reach out and buy the soda I've been drinking for as long as i can remember - coke classic. I guess if I were a diet drink kind of person I might consider it if it was on sale. The point I'm making here is that store displays like this are entertaining, it has absolutely no affect on my decision to purchase.

Guest's picture
Guest

13% sales increase in selected stores?

Dzsoi's picture
Dzsoi
8007 pencils

Man, you shouldn't stick to your attitude ("affect on MY decision") when thinking of marketing. Sales can raise through those consumers who like the product, they just need some psychological push to buy one when they are at the store. Sometimes it's enough to grab their attention.

Guest's picture
Guest

Looks great but there has to be a "trick" to it. The 2 litters on top alone weigh over 200 lb and the total weight on that one can on the bottom has got to be over 300 lb.

Guest's picture
Guest

Come on boss, it is a wooden or steel stand and the last coke can on the bottom is a part of the stand

Guest's picture
Guest

wow.. amazing!!

Guest's picture
Guest

Are the displays only in grocery stores in the Philippines? Or also in U.S. grocery stores? Asking because notice it's Leo Burnett-Manilla who did the displays. Also, is says published 2009. Does that mean the displays are a year old? Are they in stores now then?

Anonymous Author's picture
Anonymous Author
1541 pencils

Delivers the message exactly.

Write a wise saying and your name will live forever – Anonymous.

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Guest's picture
Guest

well done!

munya's picture
munya
6 pencils

nice

Guest's picture
Guest

Why not they sell a bottle for 10 cents? That's really 'It's Possible'. I bet the sales increase more than 13%.

Guest's picture
Guest

lots of Leo Burnett Manila guys here ha! haha

This won in Spikes Asia 2010

Guest's picture
Guest

creative

Guest's picture
Guest

Perfect.

LeroyChristian's picture
LeroyChristian
392 pencils

awesome

kaizar's picture
kaizar
34 pencils

very clever idea:)

Usonian's picture
Usonian

Does anyone understand the engineering of this display? I keep looking for a clear stand or a hanging-wire support system but can't see anything. They can't have drilled into the floor?

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