The One Show
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Category
Brand Voice
Annual ID
OS_PR18059M
About the Work
2017 was election year in Germany. That's why ALI COLA needed to fight racism and prejudices. Therefore we relaunched the cola with a completely new design: ALI COLA became the world’s first cola that comes in different skin colors. They look different, but they all taste the same. Just like people: We look different outside – but we’re all the same inside. Since the design idea of skin colors is the focus, the packaging is reduced to the minimum. We used the product itself as a small-scale media, so we made the skin-color as visible as possible and used the small label to communicate different pro-tolerance messages. The relaunch was accompanied by a print and out-of-home campaign portraying different humans raising their ALI COLA bottles to eachother. It conquered Facebook, Twitter and Instagram, engaging people to post their own photos. Press and blogs discussed the topic and the product worldwide.
2018 Awards
Total Points: 2
Merit
Credits
Agency
loved gmbh / Hamburg
thjnk ag / Hamburg
Chief Creative Officer
Armin Jochum
Creative Director
Karl Wolfgang Epple
Matthäus Frost
Executive Creative Director
Mieke Haase
Photographer
Dirk Weyer
Creative Team
Hilko Wiegmann
Manuel Caliebe
Louisa Bartholdi
David Kowalski
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