Coca-Cola HBC: Message in a Bottle

Concept:

In a world where burnout and silent quitting are getting more and more common in the business vocabulary, we created - "Message in a Bottle".

Imagine if today you could talk to yourself from the beginning of your career? What would your younger self say? Would they help you rediscover the energy, passion and aspirations you had at the very start. Would they remind you of something you have forgotten?

Execution:

We asked 17 young interns at Coca-Cola HBC to give advice to an older colleague who lost passion for their job, who is not sure what to do, who feels disilusioned, who wants a promotion, who is seeking work and life balance etc.

We recorded their answers but what they didn't know was that by giving advice to someone else, they were actually sending a message to themselves in the future.

We carefully edited their answers into messages, and encoded these messages into 17 unique, Coke bottles that they will be able to open only in 7 years. This 7 year period is the time according to research when the first signs of work fatigue start intensifying and exactly at this time they will be able to get a message through time, from their younger selves.

Results:

17 one of a kind Coca-Cola bottles are already travelling through time. The messages will arrive in 7 years, when their senders might need them most!

But "Message in a Bottle" is far more than just a one of activation. This idea has met such approval within the company that it has become standard practice, and has been incorporated as a long term project into the Coca-Cola HBC internship programs.

So from now on, every generation of interns will be sending themselves a message through time... In a Coke bottle.