The Brief
Throughout its 10-year run, Coke Studio has made history by becoming Pakistan’s premiere music production source and the biggest event on Pakistan’s annual entertainment calendar. To celebrate its anniversary, Coca-Cola wanted to keep up its winning streak and make a bigger splash than ever before.
The Solution
Guinness World Records organised a discovery session in which the title for the Largest packaged product display was decided and provided a project manager who worked with the client from the start to their victorious finish, a 1,470.81 cubic metres display made entirely of Coca-Cola bottles.
As it wasn’t possible to send an adjudicator to the site, Guinness World Records offered its brand-new Remote Adjudication Services to help make it Officially Amazing. But the most important feature of this package is the exciting video element – the audience was shown a pre-attempt clip where the adjudicator explained the process and the guidelines. Once the record had been verified off-site, a video was shown announcing it to the audience – and the well-earned celebrations commenced.
For more information, see below the pre-attempt clip for Coca-Cola Pakistan.
To create hype around the event, Coca-Cola made full use of the Guinness World Recordstm Official Attempt logo in the two-week run-up, and the Official Record Holder logo for six weeks after. As well as this, they also had four weeks with the official Record Holder video licensing, which allowed them to show their achievements to their YouTube followers.
With support from Guinness World Records, Coca-Cola Pakistan experienced a staggering 561% growth in sales compared to last year.
Coke Studio has revolutionised the music landscape of Pakistan and we wanted to do something exciting to celebrate its 10th anniversary. We decided to collaborate with Metro C&C as this year also marks our 10-year partnership with them. It’s a proud moment to jointly break this Guinness World Records title. It highlights our passion and commitment to drive new and innovative thinking across all touchpoints that we jointly reach as the Coca-Cola System.
