in some rather impractical places to achieve some very practical results. A billboard that dispensed the drink, a TV commercial which viewers could Shazam for a sample, and other “drinkable advertising” got people trying and then buying Coke Zero. The tool can be an object in itself. Ogilvy & Mather were asked to help Vittel publicize the case for regular hydration. Proving that smart technology doesn’t always require the internet to power it, we put a twist on the everyday bottle top by integrating a simple mechanical timer into the cap itself. Turn the cap at the start of the day and at regular intervals a little flag would pop up to alert you to take a sip.