A Repurposed Brand Asset Inside the Daily Dining Ritual.
To join consumers at the dinner table, Coca-Cola collaborated with Ogilvy APAC to create the “Coke Sticks” campaign. The clever idea repurposes the famous silhouette of the contour bottle into a pair of Asian chopsticks. Designed in Ho Chi Minh City, this activation precisely targets traditional meal times. The brand successfully infuses itself into a daily ritual without relying on classic advertising formats.
Utilitarian Cutlery as an Instant Branding Medium.
The brilliance of this brand utility campaign relies solely on the purity of the silhouette. By reducing Coca-Cola’s universe to its most identifiable outline, the object serves as a functional utensil while subtly evoking the product. Each shared dish becomes a visual touchpoint for diners. The restaurant table transforms into a silent yet instantly recognizable advertising medium.
Tangible Minimalism Running Counter to Tech Trends.
This project deliberately runs counter to current advertising trends that heavily rely on artificial intelligence or digital overkill. “Coke Sticks” favors a minimalist, tangible, and culturally accurate field approach. Away from spectacular setups, this simple execution anchors itself perfectly into local consumption habits. The brand proves it can exist effectively through an everyday object handled without a second thought.
