The people of Vietnam will drink anything at the beach – whatever they are offered by the beach vendors. They tend not to make a conscious choice. So we were tasked with keeping Coke front of mind from the moment they arrived at the beach up to point of purchase.

The 'dynamic ribbon' plus Coke red and white colours are iconic. What had never been done before was to use the space either side of the ribbon as the hips of two women, one taller than the other. Once bikini bottoms were added, the two bodies could be seen. As an extra touch, the negative space in the loop of the righthand bikini became the outline of a Coke bottle – subtle but an extra reward for those who see it.

The campaign has only recently hit the beaches. So actually figures in terms of uplift in sales cannot be confirmed at this moment. However, we have been tracking shares online and the on-going comments in social media from those who instantly 'get it' and those who take a little longer to click – and when they do, anecdotally they love it – a real WOW! moment.