The Coca-Cola poster that turns into wrapping paper.

A clever poster that appeals to customers during the Christmas period.

2013 – To raise Christmas shoppers’ awareness of its “Öffne dein Glück” (“Open Happiness”) campaign, Coca-Cola created a poster made entirely of specially manufactured wrapping paper – because to be able to open happiness you first have to wrap it up.

The poster allowed passers-by to tear off a piece a wrapping paper with the “Open Happiness” motif to use for gift-wrapping their presents. The posters were deployed during the Christmas period in shopping centres in major Belgian cities.

Shoppers took home over three kilometres of wrapping paper in just one weekend

• Experience at point of sale with actual benefit for customer
• Interactive but not digital