Coca-Cola Portable Picnic: a shareable product as advertising

Long before the famous 'Share a Coke' campaign launched in Australia and took the world by storm, Edu Pou and his team created a campaign for Coca-Cola built around the idea that Coke has always been a product meant to be shared. They called it the Portable Picnic, or Portable Park: a metal briefcase opened to reveal a patch of living astroturf, a mini 'Keep on the Grass' sign, and two bottles of Coke. There was just enough room for four feet, so the experience required sharing with someone. The kit was distributed to influencers and media alongside a video documenting a live event. The goal was not to measure how many more bottles were sold, but to create something whimsical and playful, an event that people would want to talk about.