New grip bottle

Agency Network: 
April 2009
Coca-Cola:  New grip bottle
Coca-Cola Ambient Ad -  New grip bottle


Challenge: Let people know about how the new Coca-Cola Grip Bottle has a better grip for holding. Solution: Posters printed on Velcro were placed in bus shelters in Paris to make people interact with the grip.
Results: People literally hooked to the campaign. On the whole, a 3.8% brand volume growth in France compared to 2007.

Ambient advertisement created by Marcel, France for Coca-Cola, within the category: Non-Alcoholic Drinks.

Advertising Agency: Marcel, Paris, France
Executive Creative Directors: Anne de Maupeou, Frédéric Témin
Creative Directors: Anne de Maupeou, Frederic Temin
Art Director / Copywriter: Souen Le Van
Copywriter / Art Director: Sergio Alonso
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Guest's picture


Guest's picture

The old lady seems angry

Guest's picture

That is quality.

ACreativeSpirit's picture

my favorite type of "advertising" one tat gets people to be part of the message/ad

Activity Score 179
Creative Director |

Always try to be unique even when forced to conform.

tirthomitro's picture

hey Ivan, this is the first time i have com acros so many cool ads one after the other.
thanks a lot man!

Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

hagemony's picture


Activity Score 335
Juan Cabral's picture

I would hate this poster if my clothes got stuck at it.

Juan Cabral
Activity Score 709
Copywriter |

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

rolling.stone's picture

i guess many of us would

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

jackmancer2017's picture

I'm really curious how sticky this is. It all stands or falls with that. I'd be pissed of it either damages my cloths or leaves it sticky. If not, bravo!

Guest's picture

ça fait du bien de voir enfin une idée, une vrai!!!

Guest's picture

ah oui je me souviens, ça n'a pas chopé à Cannes cette année?
c'est simple et efficace

J Designer's picture

this would piss me off if i got stuck. it will pull up bits of my clothes making them look rough

J Designer
Activity Score 2420
Graphic Designer at Click Clack
Sydney based jake's picture


Sydney based jake
Activity Score 115
Graphic Designer at Creative Living Media
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LaMarti's picture

Funny idea but I'm not certain that I would purchase this based on gripping action, especially if an article of my clothing were snagged on the velcro.

Activity Score 18
Yorch19's picture

great great way of advertising

Activity Score 48
Smart Icom |

"Imagination is more important than knowledge"

elenacrea's picture

simply genius °_° i love it.

Activity Score 5
Graphic Designer
brandingworthspreading's picture

Great idea.

Activity Score 646
Copywriter at |

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ccurtis's picture

I like the ad. If I got stuck to it I would think it were quite funny. Although, I don't know how well a new grip on the bottle works as a differentiating factor.

Activity Score 39
hermotsura's picture

it gets noticed all right, but it's doubtful that the reaction is positive. Just because it's smart doesn't mean that it's a good idea. I'd be pissed off if my clothes get ruined because of a dumb velcro poster, wouldn't you? I'll be damned if i don't go and get a Pepsi. Overall an original idea, but it could only create negative attitude toward the product. Besides, it'd be more relevant with clothing, a new backpack strapping system or a velcro ad, than a new Coke bottle design, somehow it just doesn't add up.

Activity Score 252
Other at AUBG |

In the quiet words of the Virgin Mary... Come again?

AssassinX's picture

Hahaha this one can definitely leave people an unforgetable impression, great

Activity Score 1325
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