The Coca-Cola bottle is one of the most unique and identifiable shapes in the world. So much so, that they have one of the first 3-dimensional shape patents ever issued. Sadly, this has not stopped other companies from copying that shape for their own products.
Atomic Wash was recruited to assist in Coca-Cola’s battle with that “other” cola company over global trademark infringement. The legal department presented our team with the problem in the form of a question, “How can we get the word out to Coca-Cola employees that they are “boots-on-the-ground” in this fierce battle, without being overtly preachy and demanding?” Atomic Wash devised a program that “deputized” Coca-Cola’s workforce as brand stewards, designed a unique vehicle to deliver this message and packaged it in a way that gave a sense of fun and levity to this serious problem.
Atomic Wash devised a program that “deputized” Coca-Cola’s workforce as brand stewards, designed a unique vehicle to deliver this message and packaged it in a way that gave a sense of fun and levity to this serious problem.
We came up with the moniker “T.E.A.M.” for Trademark Enforcement And Monitoring and used it name to brand the program. The indoctrination kit consisted of “T.E.A.M.” cards with keyhole cutouts of the bottles, and a CD with a fun and instructional video showing how the cards work and instructions on what a “T.E.A.M.” member should do if they see a bottle that infringes on Coca-Cola trademarks. The packaging was also designed to show how the cards work, in case the recipient never got around to watching the video.
The T.E.A.M. program was unveiled at Coca-Cola’s 125th anniversary celebration in Atlanta to a packed house of Coca-Cola executives, who were all given special edition versions of the T.E.A.M. kit. The video has been translated into several languages for global implementation and has been successful in conveying the importance of protecting the Coca-Cola brand.