Coca-Cola and WPP Open announced an experiential campaign titled ‘Happy to Queue’. From what is understood, the company decided to transform the mundane experience of enduring long queues into a delight with a metaphorical installation in the form of a Coke bottle. According to the company, it not only brought the fizzy magic of Coca-Cola to life but also turned waiting into a refreshing experience.
“At Coca-Cola, we believe there is real magic in people coming together, celebrating shared moments and living the vibrance of our rich culture. With “Happy to Queue”, we wanted people to enjoy the festive cheer in a new way, celebrating togetherness and the effervescence of life, much like sharing a chilled bottle of Coke,” said Kaushik Prasad, senior director, marketing for Coca-Cola category, The Coca-Cola Company India and Southwest Asia Operating Unit.
Reportedly, from an aerial view, the installation and the movement of the crowd resembled the bubbles inside a Coke bottle, waiting to pop and add to the excitement of the celebration.
“Real Magic is when you can make standing in a line exciting & refreshing. This festive season Coke Happy to Queue gave people a chance to experience what it feels like to be inside a Coke bottle. Uplifting them to feel one with the fizz and the bubbles”, remarked Sukesh Nayak, chief creative officer, Ogilvy India.