2012-2015: In the Philippines, Coke shopper marketing ads are everywhere. You’ll see Coke in every sari-sari store (neighborhood stores), carinderia (neighborhood canteen), and inside the grocery.
When we were asked to create shopper marketing materials for Coca- Cola, we pushed the idea of positioning it as the perfect partner for the market’s every snack, meal or even emotion.
There were a lot of challenges in creating Coke’s shopper materials. They had to be interesting enough to be noticed, but customisable and flexible enough so it could be adapted in other regions and sizes. They also had to be simple enough to get the message across within seconds. By using strategic locations, we were able to relay our message.
The most challenging part of this campaign was not having access to stock photos and not having time to shoot. We had to “Frankenstein” every talent on the ad, stitching photos seamlessly, making sure each photo we had and found fit the materials. We had to create a lot of different materials in such a short amount of time.
It must have worked because until today, the materials we created are still being used (by 2018).
