Since many of Coca-Cola's campaigns are centered around creating moments of happiness, this Christmas campaign has a poster ad in a mall double as a station that gives away free wrapping paper.
The stunt was introduced in Belgium ahead of Christmas and it involved a red wrapping paper printed with snowflakes that formed the iconic white swish and text that read "Open Happiness." Mall shoppers were invited to pull out as much wrapping paper as desired, making this an ad that people were naturally drawn to. Since this ad was put in the mall just days before December 25th, this is a clever way to appeal to those last-minute shoppers who are likely in dire need of wrapping paper just as much as they are gifts.
What's Driving This Trend
- Interactive Poster Campaigns
- Creating interactive poster campaigns that engage consumers and offer additional value, such as free wrapping paper, can generate excitement and increase brand awareness.
- Dual-purpose Advertising
- Developing dual-purpose ads that serve a promotional function while providing a practical benefit, like free wrapping paper, can enhance customer engagement and create positive brand associations.
- Last-minute Shopper Solutions
- Providing convenient solutions for last-minute shoppers, such as offering free wrapping paper in malls close to major gift-giving occasions, presents an opportunity for increased sales and customer satisfaction.
Who This Affects Most
- Advertising
- In the advertising industry, brands can explore innovative ways to create interactive campaigns and dual-purpose ads that captivate audiences and drive brand loyalty.
- Retail
- The retail industry can leverage the concept of providing free wrapping paper to attract last-minute shoppers and offer them a convenient solution, thereby increasing foot traffic and sales.
- Packaging
- In the packaging industry, exploring unique packaging materials and designs, like branded wrapping paper, can create differentiation and add value for both brands and consumers.
