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总爱在瓶子上做文章的可口可乐这一次又有了新花样。麦肯全球集团罗马尼亚公司推出了一款全新瓶身设计，鼓励人们看到生活的“光亮面”。

据联合国发布的《2018全球快乐报告》表示，罗马尼亚是欧洲“十大最不快乐”的国家之一。罗马尼亚人普遍的消极情绪受到一个事实因素的影响：媒体的负面新闻报道数量大大超过了积极新闻的数量，因此让人们感到不安和孤立。

可口可乐是一个致力于通过积极乐观的态度将人们聚集在一起的品牌，因此来自罗马尼亚McCann Worldgroup的最新广告活动旨在将注意力转向罗马尼亚被忽视的积极的正面新闻：罗马尼亚高中奥林匹克运动员，他们在2018年赢得了255枚国际奖牌;访问罗马尼亚的游客人数在过去一年中增长了6％以上;在罗马尼亚IT领域工作的人中有四分之一是女性等等。

创新的包装打造了全新的“半满杯”可口可乐瓶。即只有瓶子的上半部用于盛放可乐，这款特制瓶还展示了由专门记者团队挑选的有关罗马尼亚的一些正面新闻。

Simona Suman，MRM//McCann创意总监表示：“每天都会发生积极的故事，但由于对耸人听闻的故事偏好，这些积极的新闻故事并没有得到广泛宣传报道。这不仅仅是罗马尼亚本国特有的现象，而是一种全球现象。通过半满的可口可乐瓶，我们让大家通过关注瓶身上方满满的半瓶部分，从而意识到要选择乐观主义的态度。”

可口可乐罗马尼亚营销经理Iuliana  Nedelcu说道：“乐观和积极性是可口可乐品牌的核心，有什么比通过可口可乐最具标识性的玻璃瓶来引发关于“半满足感”的讨论更有效呢？我们相信这个想法有能力产生真正的影响，到目前为止，对该活动的反应和参与程度足以表明其成功。

“半满瓶”的广告通过户外展示屏、在线视频、社交媒体以及最受欢迎的新闻网站的横幅广告发布。此外，还有200个顶级的罗马尼亚影响力人士和KOL都收到了这些“半满瓶”。

消费者可以通过可口可乐Facebook主页上的聊天机器人创建和订购值得收藏的“半满瓶”。可口可乐还与罗马尼亚最大的媒体机构合作，在他们的新闻节目中永久加入“Half Full”的环节。

创意代理：MRM//McCann  Romania  and  McCann   Bucharest

广告主：可口可乐

LBB会员服务：

铜质：500英镑/年，无限次上传新闻稿，50部广告创意作品，含戛纳狮子国际创意节期间沙滩入场券

银质：1000英镑/年，由LBB团队协助无限次上传新闻稿，150部广告创意作品，含戛纳狮子国际创意节期间沙滩入场券

金质：1500英镑/年，由LBB团队协助无限次上传新闻稿，无限次上传广告创意作品，含戛纳狮子国际创意节期间沙滩入场券

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原文发布于：

https://lbbonline.com/news/coca-cola-romania-encourages-positivity-with-half-full-bottles/

Coca-ColaRomania Encourages Positivity with Half-Full Bottles

McCannEMEA, 14 hours ago

McCannWorldgroup Romania launches the new design feat encouraging people tolook on the bright side of life

Romaniaranks amongst the top ten unhappiest countries in Europe, accordingto the 2018 World Happiness Report from the United Nations. Thisgeneral pessimism of Romanians is influenced by the fact that thenumber of negative news stories reported by the media largelyoutweighs the number of positive, leaving people feeling disconcertedand isolated.

Coca-Colais the brand that believes in bringing people together throughpositivity, so its latest campaign from McCann WorldgroupRomania aims to turn attention towards the overlooked positive newsin Romania: The Romanian high school Olympians who won 255international medals in 2018; the number of tourists visiting Romaniathat grew by more than 6% in the past year; the fact that 1 in 4people working in Romanian IT field are women, and many more.

Apackaging innovation has made it possible for the new 'Half Full'Coca-Cola bottle. Literally full from the half up, the special bottlealso displays positive news about Romania, selected by a team ofjournalists.

SimonaSuman, creative director MRM//McCann, says “Positive stories happenevery day, but because of the predilection for the sensational, thesestories are mostly under promoted, in favor of the negative. This isnot just a local phenomenon, but a global one. Through the half fullCoca-Cola bottle, we made people aware of the choice to beoptimistic, by deciding to focus on the half full side.”

IulianaNedelcu, marketing manager Sparkling Soft Drinks, Coca-Cola Romania,says “Optimism and positivity are at the heart of the Coca-Colabrand, and what better way to launch a conversation about seeing thehalf full side than through Coca-Cola’s most iconic asset, theglass bottle? We believe this idea has the power to make a trueimpact, and the reactions & engagement with the campaign so farare a testament of its success”.

TheHalf Full bottles have appeared in contextual outdoor (OOH) displays,online videos, social media and online banners on the most popularnews sites. The bottles were also sent to 200 top Romanianinfluencers and KOLs.

Consumerscould create and order their own collectable Half Full bottles usinga chatbot on the Coca-Cola Facebook page. Coca-Cola is also workingwith Romania’s biggest media outlets to implement a permanent 'HalfFull' section in their news programs. 

CREATIVEAGENCY

CREATIVEAGENCY: MRM//McCannRomania and McCann Bucharest

CHIEFCREATIVE OFFICER: CatalinDobre (McCann Worldgroup Romania)