Coca-Cola core focus in 2017 was the product only and the team decided in summer 2016 to sample ice cold coke in iced bottles. The Icey experience should be extended to all summer vacationers across different touchpoints where ice bottle can’t reach.

Ice mug was the robust solution where consumers enjoyed drinking ice cold coke in a mug that is made out of ice. The experience was mobilized through old vintage truck & Coca-Cola giant bottle.