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The Social Windows Initiative is part of the creative platform Coca-Cola #OpenLikeNeverBefore to support hotels, cafes and restaurants that are reopening after a long hiatus

Coke Switzerland has teamed up with the Social Windows Project – a communication and event planning collective that came together at the start of the pandemic to build protective panels for local businesses – to help the troubled food service sector get back on its feet get.

When restaurants across Switzerland reopened in May after an eight-week shutdown due to the coronavirus outbreak, operators were faced with a potential business challenge. According to federal safety regulations, the tables were required to be 1.5 meters apart, which meant that most restaurants would aim for a 60% reduction in seating capacity unless they installed partitions between tables (which would bypass the spacing requirements) .

Social Windows builds transparent, light panels made of Plexiglas, wood and metal, which are raised and stabilized by attached stands and positioned between tables, chairs or benches. The “social windows” are non-intrusive, easy to clean and fit seamlessly into restaurant environments. They not only protect guests and employees, but also reduce noise in the dining room.

"We are able to offer a user-friendly solution for the severely affected catering sector in Switzerland," said Vincent Rameau, Country GM of Coca-Cola Switzerland. Based on the feedback received, we know that we were able to support Swiss restaurateurs in the recovery phase of their business. That makes us happy and proud. "

Through a joint venture with Social Windows, Coca-Cola Switzerland secured a fair price and the procurement of 2,500 panels in Switzerland, which may have vacated more than 5,000 seats in more than 500 restaurants across the country. The company gave its top 100 customers an additional 50% discount.

“In this way I was able to win back at least 20 percent of my tables,” said Florian Schenk, owner of Kafi Complet in Zweisimmen. "And the panels were delivered within two days of ordering, which was great."

The Social Windows Initiative is part of the creative platform Coca-Cola #OpenLikeNeverBefore to support hotels, cafes and restaurants that are reopening after a long hiatus. Small businesses can use the Coca-Cola AdCreator digital to develop social media and outdoor advertising to publicize their reopening plans and can be expanded through the Coca-Cola donated media space.

"Open Like Never Before" is anchored in an inspirational film that shows the lines of London-born spoken word artist George "The Poet" Mpanga. The spot – and support from outdoor and social media creatives – invites the world to embrace change, recognize opportunities, and better appreciate things that they might have taken for granted before the pandemic.

"The strength of the Coca-Cola brand, at best, is its ability to get really big and really small," said Walter Susini, vice president of marketing for Coca-Cola Europe, Middle East and Africa (EMEA). "'Open Like Never Before' includes the broadly optimistic message of the manifesto film as well as a call to action by local communities to support their local businesses – door by door, restaurant by restaurant, bar by bar."

He added: “This is not a campaign. It is an extension of our company's goal to refresh the world and make a difference. Together we believe that we can make the most of this moment by appearing stronger and creating a better shared future. "

With the introduction of "Open Like Never Before," Coke returned to commercial radio waves in EMEA after a seven-month global commercial break. During that time, the company redirected resources to support COVID-19 relief efforts around the world and donated media space to charity partners. Together with bottling partners and the Coca-Cola Foundation, The Coca-Cola Company has donated more than USD 100 million / £ 75.7,000 worldwide.

Coca-Cola is a multiple winner of the World Branding Awards.