A grateful bottle

14th March 2020, Alarm State is declared in Spain due to COVID-19 pandemic. A
society in shock watching how things changed from one day to another: life was
suddenly paralyzed. However, not for everyone because some people could not stop in
order to help the rest of us.
That day, 14th March 2020, Coca-Cola was one of the first brands in Spain to
recognize all these heroes on Social Media. How? We decided to empty the iconic
Coca-Cola Contour bottle to fill it with the people taking care of others and
collaborating to overcome the situation. On the top, a big and sincere “Thank you” for
them.
That is why we have called this creativity “A grateful bottle”. It was meant to be a local
action in Spain, made in real-time, but the repercussion of it was unexpected: soon
many other Coca-Cola markets in all continents started to adapt it to their languages
and posting it as well on Social Media. But that is not the end, this big thank-you to
first-line people fighting in times of COVID-19 was screened at the Global Citizen´s
“One World”, a huge event with concerts by top artists streamed worldwide. The
creativity jumped also from the screens to the offline world by being printed in Coca-
Cola´s packages and rears of trucks in many countries.
This situation will pass, but Coca-Cola’s gratitude that we all share for COVID-19
heroes will remain in the shape of an iconic bottle, which has become a big tribute.
Never before has a bottle of Coca-Cola been so full.