The Coca-Cola Poster That Turns Into Wrapping Paper

Coca-Cola created a billboard poster made entirely of wrapping paper last week, allowing Belgium shoppers to tear off a piece to wrap their Christmas presents…

Coca-Cola wrapping paper poster

Image Source: Duval Guillaume Modem

The Coca-Cola Company has tried another clever advertising stunt designed to give consumers a fresh look at the festive season AND the world’s best known brand of fizzy soft drink.

This time they equipped Belgium’s largest shopping malls with special billboard posters made of Coca-Cola wrapping paper, and then encouraged people to peel off as much ‘Open Happiness’ paper as they wanted to use on their own Christmas gift wrapping.

The YouTube video below shows some of the results of their unusual experiential marketing experiment:

Thinking The Box Outside

Coca-Cola partnered with advertising agencies Duval Guillaume Modem and Clear Channel to create this outdoor billboard poster and wrapping paper combo – using Coke’s iconic red and white colouring and swirl design.

“As the brand that stands for ‘Open Happiness’, Coca-Cola believes there’s no better time to open happiness than with Christmas,” remark Duval Guillaume Modem on their blog. “The iconic line ‘open happiness’ is printed on this specially crafted wrapping paper, because nothing says it more like a present waiting to be opened.”

Want To See Other Innovative Posters And Wrapping Paper?

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About Rik Haynes

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35 Responses to The Coca-Cola Poster That Turns Into Wrapping Paper

  1. Jenny S says:

    I’m not sure I’d appreciate my presents wrapped in coca cola paper however as a bit of advertising its pretty unique.

  2. LINDSEY CLARK says:

    I love this interactive way of Advertising! You will remember the brand as the gift that keeps on giving and it will become a talking point – exactly their aim. Excellent!

  3. Jo says:

    Wow! Genius idea!

  4. Lauren Reed says:

    Wowsers! Sounds great – is there anything Coca-Cola cannot do?!? X

  5. Ian Campbell says:

    A fabulous PR move from Coca Cola – innovative and environmentally friendly. The holidays are indeed coming….to your front room :)

  6. Donna Marie says:

    What an amazing idea! Hope it sets a trend :) I wouldn’t say no to this fab wrapping paper! Thumbs up

  7. monika s says:

    I think it is great promotion for Coca Cola as well as a way for people to have an uniquely wrapped presents.
    Personally would love to get a gift wrapped in Coca Cola poster ;)

  8. Kasia says:

    Great idea.

  9. Ashley spearey says:

    I don’t really think the coke-cola company needs to do anything to raise brand awareness. As I work for a major supermarket I know too well that coke outsells it’s nearest rival by 4 to 1. Raise brand awareness NO, keeping it the public eye YES.

  10. Paul says:

    This is a great idea. Advertisements are so much more interesting when they’re doing something innovative.

  11. neil dobson says:

    Brilliant idea!!

  12. Fern says:

    Another great PR move by Coca Cola! Everyone loves a freebie!

  13. C Hui says:

    Not a bad idea, finally something useful coming out of adverts! Would give it a try myself.

  14. Sam Swain says:

    This would be ideal for my husband or son when they are out shopping. They tend to purchase things that they can get gift wrapped in store (which is great when they end up at expensive jewellery or perfume counters). Was there a supply of tape with the paper?

  15. Jay Scales says:

    If I tried to get that home it would be seriously crumpled, and only fit to wrap chips! Clever marketing idea, but not very practical ;)

  16. Rhydian P says:

    Great idea, but everyone who I gave a gift to would think I was cheap as I got the paper for free!

  17. Hannah S says:

    Such a clever marketing idea!

  18. laylat says:

    I love the whole Coca Cola brand and red is my fav colour so would have gone for that if it had been here in London

  19. Neil Shillan says:

    Fabulous idea and I for one would have certainly taken advantage of it had it been in the UK. #HolidaysAreComing

  20. Ben Blaney says:

    I wish this was near me, there would be none left :)

  21. Daniel Seed says:

    Thats Amazing love it

  22. Kathy B says:

    I think this is a great idea! Very clever! :) The video clip is interesting. I wish they would do something like this in the UK!

  23. Brigitte Leprince says:

    Coca Cola wrapping paper that’s novel!

  24. John Dean says:

    Fabulous idea wish I could be that inventive!

  25. Pingback: Coca-Cola Rebrand Mini Coke Bottles For World Cup 2014 - Solopress

  26. Avril says:

    Aww, that’s a really fun idea. Although knowing my luck I would try and tear a piece off and tear it right up the middle or something stupid. :P

  27. Ryan says:

    A billboard that prompts you to take it with you AND pass it on to someone else… brilliant!

  28. Helen says:

    Interesting idea. I like that it’s interactive, although imagine bits would quickly be stolen!

  29. Alison says:

    Coca Cola wrapping paper? That’s genius, love a bit of Coke :) YAY

  30. Abraar Bhana says:

    Wow. Brilliant idea but I wouldn’t expect my present to be wrapped in Coca Cola paper

  31. Claire Heffer says:

    Amazing! Companies are having to come up with such innovative ideas in media and things like this to stand out from the big big crowded market they are in. It’s great for us consumers to see what companies will up with next and to enjoy the campaigns!

  32. Diane says:

    Haha! Excellent idea!

  33. Karis says:

    Great idea.

  34. Gillian Hutchison says:

    That is pure genius.

  35. Dominique Bailey says:

    What a fantastic way to engage the public within their advertising campaign. Although I’m not happy with the soft drinks company at this current moment in time because of their sponsoring of Sochi Olympics (which don’t cater for LGBT people) I do always wonder if Coca-Cola have discovered some kind of imagination fuel exhaust they’re the only major company in the world who do actively try to involve members of the public! :)

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