ABOUT

Creating a new category
In July 2009, Coca-Cola Spain decided to launch a new drink. An hard time to launch a new product, you might think, but Menos es Más was different. Environmentally sustainable and cost conscious, it was uniquely positioned to resonate with the zeitgeist of the time.

A little bit goes a long way
In simple terms, Menos es Más is a fruit cordial – a category that did not exist in Spain and Portugal (the target markets) at the time. So the brand had to do more than differentiate itself from competitors – there weren’t any at the time. The brand positioning we defined is crystalised in the name – Menos es Más – Spanish for less is more. This is not a drink that claims to make you taller or thinner or more beautiful. It’s simply an environmentally friendly drink that delights and refreshes. We think this product has some magic to it, in how you can make so much out of so little. “Pequeño pero matón” – tiny but fierce - is a Spanish idiom that encapsulates the mighty powers of this little bottle of flavour.

Beyond the low cost benefit of the product (a little bit of syrup can go a long way), we also focused on its environmentally friendly side (smaller bottles need less transport space and result in a smaller carbon footprint). Hence the name.

At the same time, the bright and joyful identity brings to life the brand idea. Guided by the ‘Less is More’ idea, a small bird becomes an elephant, a small coin a piggy bank. The illustrations are irreverently beautiful, speaking both to the new brand’s positioning as well as its function.