Coca-Cola is an iconic component of every Christmas season. Underneath the core campaign idea, we had to leverage the holiday season as a time to drive sales growth and consumption of Coke, ensuring it had a place at the table during all holiday meals.
We needed to map the potential touchpoints along the consumer’s journey at holiday time for both at-home and away-from-home consumption moments and create an integrated brand communications plan of where to be present and with which message. This required producing multi-ethnic, occasion-based photography to resonate culturally with consumers and a zoned messaging architecture to activate along the shopper’s journey.
We developed a comprehensive global shopper toolkit including shopper strategy, omnichannel modular activation solutions, and tiered executions aligned to the broader campaign idea that were flexible for a variety of retailer footprints and budgets.