Creative Gallery on Sustainability Communications


"Every Bottle Counts" For Coca-Cola Nordic A/S
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Description / Synopsis

Using the new bottles as the hero of the spot, a two man ‘Coca-Cola Bottle Orchestra’ was put together, to showcase the importance of every single bottle. In the story our ‘Coca-Cola Bottle Orchestra’ begin playing the opening note of Supertramp’s hit song, Give a little Bit, in a scenic city centre street in Helsinki using each bottle to ‘blow’ a different note. As a crowd quickly gathers to watch the excitement, one of our heroes accidentally knock over one of the bottles he is playing, stopping the song before he can blow the most important note. Seeing what has happened a pretty young girl hands our hero her bottle, which he then uses to blow the final note before the song swells, and the crowd which has now become large enough to fill the entire street dances and sings along with great exuberance.


In January 2008 all major bottlers in Finland, in accordance with Finnish environmental authorities, were responsible to switch from a refillable bottle to recyclable bottle.


Subsequently, when Coca-Cola Finland decided to be the first company out of the gates, with an integrated marketing campaign to launch the new recyclable bottle, all parties involved knew immediately that something totally original had to be created.


After successfully launching the Every Bottle Counts -campaign, national awareness was at an all time high.

Title"Every Bottle Counts"
Original Title"Every Bottle Counts"
AdvertiserCoca-Cola Nordic A/S
Brand NameCoca-Cola
Product NameCoca-Cola
Sustainability Themes Education & Awareness, Waste & Recycling
Date of First Publication 29/12/2007
Country of ProductionFinland
TaglineEvery Bottle Counts
Original TaglineEvery Bottle Counts
Length30 seconds
Soundtrack/SongSupertramp: Give a Little Bit
Account Director: Carita Valve
Account Executive: Heikki  Veijola
Art Director: Marcus Merkl
Executive Creative Director: Anthony Wolch