Coca-Cola partnered with Ogilvy to create CokeSticks, a promotional design project that reimagines the brand’s iconic contour bottle as a pair of stainless-steel chopsticks. Developed for Southeast Asian markets including Vietnam, the campaign was designed to integrate the Coca-Cola brand into everyday dining occasions where the beverage is not always the default mealtime choice. The utensil adapts the curved silhouette of the contour bottle, first introduced in 1915, into a functional form while maintaining the visual identity that has become synonymous with the company’s packaging.
Constructed from food-grade stainless steel, the chopsticks were engineered to preserve the bottle’s recognizable contours while remaining practical for everyday use. Designers refined the shape to support comfortable grip and food handling without sacrificing the visual connection to the original package design. Distribution focused on restaurants and food delivery experiences across Southeast Asia, placing the utensils directly into dining environments.
Image Credit: Reed Collins, Ogilvy APAC
What Makes This Trend Stand Out
- Branded Functional Merchandise
- Elevates promotional items into durable, usable products that extend brand exposure beyond single-use moments.
- Packaging-inspired Product Design
- Transforms iconic package silhouettes into everyday objects that preserve visual identity while offering utility.
- Dining-embedded Branding
- Integrates brand touchpoints directly into dining rituals within restaurants and delivery experiences across regional markets.
Sectors Adopting This
- Foodservice & Restaurants
- Dining venues become channels for distributed brand artifacts that influence guest perception during meals.
- Packaging & Consumer Goods
- Package heritage informs product spin-offs that blur the line between container and consumer durable.
- Promotional Marketing & Brand Experience
- Campaigns shift toward tangible, experiential giveaways that carry long-term brand recall in daily routines.
