Coca-Cola and The Power of Touch

I am an absolute sucker for cute, tiny, fluffy, soppy stuff.

So when Lassie finally, finally came home, I sobbed my heart out & vowed never to keep a Collie dog lest she run away from me too.

And when Dumbledore died in Harry Potter and The Half Blood Prince, I became a human Howler, crying and wailing like a banshee for days.

But when Coca-Cola rolled out their ad, my heart just shattered into a million gazillion pieces.

Designed by famed advertising giants Leo Burnett (all hail) and coined the 'Small World Machines', lets just say that these aren't your ordinary vending machines that just spew out cans of coke.

Instead, these machines also spew... 

love.

In all seriousness, these two machines were set up to "provide a live communications portal linking strangers in two nations divided by more than just borders, with the hope of provoking happiness and promoting cultural understanding" (Source: Coca-Cola Journey) and putting differences aside. Both were set up in 2 of the most popular malls of Lahore, Pakistan, with its counterpart installed in New Delhi, India. What makes the ad so endearing is that these are two nations divided by distance & fierce, fierce wars & political tension dating back to beyond 1947, both with a shared history; both so similar in culture and traditions- yet seemingly, worlds apart.

Creatively speaking, I'd give this ad 11 out of 10 (you didn't read that wrong), seeing how Leo Burnett & Coca-Cola (CC) utilised 3D touchscreen technology to project a streaming video-feed onto the vending machine screens, whilst simultaneously filming through the machine to capture a live emotional exchange between unsuspecting strangers in Pakistan & India. Touch the glass, & your differences vanish. Touch the glass, & make a friend.

How much for a Coke? Its priceless. Because smiles are free of charge.

Brilliant stuff. 

What amazes me is how Coca-Cola pounced on such a complex story, given both India & Pakistan' strained historical & political relationship, and made it, well, simpler. We all know that trying to renew ties between Pakistan & India is an old concept, but what Coca-Cola's breakthrough was that the way they executed it; to a large extent, I believe that CC helped lessen these prejudices/ stereotypes each country had of the other's people, as seen in the smiling, priceless reactions. CC felt the difference, & made a difference. Both countries WANT communication, irrespective of the external tensions between them. And why not? 

The Coca-Cola team in Pakistan (left) excitedly test the machine with the India team.

And now- criticism tiiiiime. *rubs hands gleefully*

Would older generations be moved to change their mindsets/ opinions about the other country, through this initiative? Plus, is Coca-Cola really just oversimplifying a seemingly complex & complicated issue that's knotted up in an age-old history of colonialism, religious conflict, and imperialism-as Beltrone puts it- to name a few? Or is this just another one of those old marketing gimmicks?

If it's just a marketing gimmick by itself, it's a pretty good one. But if it's a marketing gimmick that's not just for the plain heck of advertising- & instead, has a deeper meaning to it (which I personally think it does), then you just earned a new fan, Coca-Cola. So for all those haters/critics out there, maybe it really IS as simple as this. Sometimes, you gotta think big, but make it smaller, & more personal; look past the bigger issues, to see the bigger picture. Which is what Coca-Cola did.

Did they... redefine 'branding'? Possibly, because what i feel that this company did, is sell fizzy sugared drinks differently- in a way that isn't explicitly about just selling more sugared drinks, & possesses a hint of a higher, more focused purpose. And unless Pepsico/Pepsi considers revamping their ads from their typical 'energetic' and youthful kids who just want to party and have fun, Coca-Cola's definitely gonna give their competition a massive run for their money. Make a difference. 

So hey, Coca-Cola, now how about installing these Small World Machines in America & Iraq/Palestine/Syria? Now there's a thought. 

Until next time. Cheers! x)