A Campaign of (Pint-Sized) Proportions
They say the best things in life come in small packages, or in Coca-Cola’s case, cans. In an effort to promote their 7.5 oz mini cans, tiny kiosks were set up across 5 major cities in Germany. With Coke being one of the most recognizable and valuable brands in the world, the company logo was all that was needed to let the public know what this stand was selling. Each kiosk came equipped with a miniature version of the classic Coke vending machine, along with a variety of other mini products available for sale and a not-so-mini salesman manning the booth (someone get that guy a chiropractor).
This interactive outdoor campaign certainly did its job. The little kiosks garnered a ton of attention from passersby who were eager to snap pictures with their phones, chat with the sales clerk, and ultimately make purchases. In fact, an average of 380 cans were sold out of the mini vending machines each day (which is a 278% increase in sales over regular-sized Coke vending machines)! It was the novelty of having everything downsized that created all the publicity and boosted sales. This just goes to show that bigger isn’t always better.
~ Kim Schult, Account Coordinator, The S3 Agency