“Can you connect the dots?”

That’s the question Coca-Cola Denmark and Copenhagen-based agency, Essencius, posed on social media in early-December to tease the launch of Coca-Cola Life.

The question referred to a spherical image comprised of various-sized green and brown bubbles. A cursive pattern of dots embedded in the image links to spell “Life”, but only people who are colour blind can read it.

“As far as we know, this is the first campaign directly targeting colour blind people. Our idea is based on the premise of engaging many by targeting the few. Surprising people and getting them curious about the hidden message in the campaign has had a great impact on the engagement rate,” said Brian Orland, managing partner, Essencius.

The image, which appeared in digital and social media, outdoor installations and sampling events at the country’s largest department stores, caught the collective eye and attention of consumers across Denmark. According to Essencius, the ads reached more than 17% of the Danish population between 10 and 60 years old.

An estimated 5% of Denmark's population of 5.6 million people are colour blind, and colour blindness is more common in men than in women.

Coca-Cola Denmark worked with an international expert from San Francisco to develop the reversed Ishihara images – which are used to test colour blindness – featured in the creative campaign. Watch this short video to learn more.

Coca-Cola Life hit the shops in Denmark on New Year’s Day. It’s the country’s biggest Coca-Cola launch since the introduction of Coca-Cola Zero in 2007.

“It was important for us to celebrate the launch in a noteworthy way, and I think we have succeeded,” said Charlotte van Burleigh, country manager, Coca-Cola Denmark.

Coca-Cola Life is a lower-calorie cola made with a blend of sugar and stevia leaf extract, it's the newest member of the Coca-Cola family and is currently sold in more than 20 countries.