Brief:

• Coca-Cola cans marked with scannable codes activate augmented reality (AR) experiences that tell a narrative, the Drum reported. Each story centers on a minor conflict among animated characters who exchange lighthearted banter before resolving their differences by sharing a Coke.
• The stories include animated dramatizations of two kids whose beach ball is deflated by a beach umbrella, a couple who drops their popcorn while watching a scary movie at a theater and rival soccer fans beating drums. Each story ends with a can of Coke that brings them together.
• Coca-Cola worked with Ogilvy Mexico and visual effects developer Timber to create the AR campaign. A video case study highlights how the 3D animations were created.

Insight:

Coca-Cola's AR-activated cans aim to give consumers a more immersive experience with brand-themed content, turning its packaging into a source of entertainment aimed at appealing to people of all ages. Showing people who resolve their differences over a Coke conveys a positive brand message, while the immersive quality of AR content can help to lead to greater recall.

Coca-Cola is among the beverage brands that have incorporated AR experiences into their promotions and packaging. Coca-Cola-owned Fanta this year paired its traditional out-of-home (OOH) advertising with Snap's AR technology for an immersive campaign aimed at teens. Pepsi in May launched its #Summergram campaign that included hundreds of summer-themed custom AR filters on Instagram that were unlocked with QR codes.

AR-activated packaging also has become more popular among alcohol brands that aim to tell a more immersive brand story. Angry Orchard hard cider and craft brewery Devils Backbone recently brought their respective packaging to life with QR codes that activated an AR experience when scanned with a smartphone. Worldwide spending on AR and virtual reality (VR) is forecast to rise 69% to nearly $20.4 billion in 2019, per researcher International Data Corp. 

While the AR activation allows Coca-Cola to tap into a growing technology, the brand has also worked to revitalize older forms of marketing. In a marketing campaign in central Europe, Coca-Cola tried to capture uniquely audio moments — the crack of a soda can or the fizzing of bubbles — through static photos in print and out-of-home ads.