THE BRIEF: COCA-COLA
To download the full brief & references, click here.
BACKGROUND
Coca-Cola has been a beacon of positivity uplifting all sorts of peoples’ lives for more than 125 years. Throughout time Coca-Cola has informed culture addressing issues threatening people’s inclusivity and optimism through the lens of its promise: positively uplift people and bring them closer together –beautiful examples include: Hilltop, Security Cameras, Grand Theft Auto. (see videos)
While it is a great time to be alive, the world is constantly in flux and the way we connect is changing. It is becoming increasingly more difficult for Coca-Cola to meaningfully connect with the next generation of drinkers –the younger more cynical consumers who may not have considered Coca-Cola, just yet –and relevantly demonstrate the power of its promise.
Coca-Cola’s uplift is both physical and emotional –the combination of both product truths (refreshment, uplift, great taste) and brand truths (authentic, optimistic, inclusivity) working in unison –bringing people closer together.
CHALLENGE
The mission: inspire Asian youth to drink coke and bring to life the power of Coca-Cola’s promise –positively uplifting people, bringing them together.
Execute “the power of Coca-Cola’s promise” in a new, relevant way that makes the next generation of drinkers –the younger, more cynical consumers understand and connect with Coca-Cola’s promise and ultimately give Coca-Cola a try.
Think big & iconic. Film, print, song, dance, out of home, stunt…the medium is up to you, but your idea needs to get the next generation of drinkers excited and talking about the power of Coca-Cola’s uplifting positive energy.
If your idea feels like the kind-of-thing you’d hear about on reddit, then you are on the right track.
WHO IS IT FOR?
Your audience will be a tough nut to crack.
18-24 years-old:
Don’t watch much TV Are skeptical about marketing claims Don’t currently buy Coca-Cola, as much as their parents might Didn’t grow up with the values and promise of Coca-Cola Seek experiences and brands that are real and authentic Look for brands to add value and make a positive a positive impact on them and their world
WHAT TO CONSIDER
WE LOVE IDEAS THAT TAP INTO CULTURE & CONNECT WITH HUMAN EMOTIONS
A billboard in Piccadilly Circus might be impressive to an older audience, but it’s old school to these guys. A big, splashy TV commercial that airs across the country might make the media agency happy, but will it show up in your WeChat feed? Get made into a TikTokvideo? Or written up in the New York Times? Come up with something that connects with people and could gain this kind of attention.
GIVE PEOPLE A REASON TO SAY ‘YES’, IN THE FACE OF ‘NO’
Be positively active, inspiring, encouraging, and celebrative. We are not looking for wishful thinking or fairytale endings. We are looking for real expressions that are motivating and big enough to leave something behind to think about and or celebrate in action.
TURN COCA-COLA ASSETS INTO MEANINGFUL TOOLS
Coca-Cola is a brand with an edge. It is an iconic, humble yet stubbornly optimistic brand. Forget forgettable, Coca-Cola want ideas that are big, iconic and create new value for brand assets in a relevant way. It’s a brand that loves real, human stories, that leave you with goosebumps.
DRAMATISE THE UPLIFTING FEELING OF COCA-COLA
Research, research, research. To nail your insight, you need to really understand your audience. And really understand what’s great about the uplifting experience of Coca-Cola –so go try it for yourself.
WHAT IS ESSENTIAL
Must feature Coca-Cola product (Coca-Cola Red) and land the brand’s edge: uplifting positive energy
BACKGROUND
Coca-Cola has been a beacon of positivity uplifting all sorts of peoples’ lives for more than 125 years. Throughout time Coca-Cola has informed culture addressing issues threatening people’s inclusivity and optimism through the lens of its promise: positively uplift people and bring them closer together –beautiful examples include: Hilltop, Security Cameras, Grand Theft Auto. (see videos)
While it is a great time to be alive, the world is constantly in flux and the way we connect is changing. It is becoming increasingly more difficult for Coca-Cola to meaningfully connect with the next generation of drinkers –the younger more cynical consumers who may not have considered Coca-Cola, just yet –and relevantly demonstrate the power of its promise.
Coca-Cola’s uplift is both physical and emotional –the combination of both product truths (refreshment, uplift, great taste) and brand truths (authentic, optimistic, inclusivity) working in unison –bringing people closer together.
CHALLENGE
The mission: inspire Asian youth to drink coke and bring to life the power of Coca-Cola’s promise –positively uplifting people, bringing them together.
Execute “the power of Coca-Cola’s promise” in a new, relevant way that makes the next generation of drinkers –the younger, more cynical consumers understand and connect with Coca-Cola’s promise and ultimately give Coca-Cola a try.
Think big & iconic. Film, print, song, dance, out of home, stunt…the medium is up to you, but your idea needs to get the next generation of drinkers excited and talking about the power of Coca-Cola’s uplifting positive energy.
If your idea feels like the kind-of-thing you’d hear about on reddit, then you are on the right track.
WHO IS IT FOR?
Your audience will be a tough nut to crack.
18-24 years-old:
Don’t watch much TV Are skeptical about marketing claims Don’t currently buy Coca-Cola, as much as their parents might Didn’t grow up with the values and promise of Coca-Cola Seek experiences and brands that are real and authentic Look for brands to add value and make a positive a positive impact on them and their world
WHAT TO CONSIDER
WE LOVE IDEAS THAT TAP INTO CULTURE & CONNECT WITH HUMAN EMOTIONS
A billboard in Piccadilly Circus might be impressive to an older audience, but it’s old school to these guys. A big, splashy TV commercial that airs across the country might make the media agency happy, but will it show up in your WeChat feed? Get made into a TikTokvideo? Or written up in the New York Times? Come up with something that connects with people and could gain this kind of attention.
GIVE PEOPLE A REASON TO SAY ‘YES’, IN THE FACE OF ‘NO’
Be positively active, inspiring, encouraging, and celebrative. We are not looking for wishful thinking or fairytale endings. We are looking for real expressions that are motivating and big enough to leave something behind to think about and or celebrate in action.
TURN COCA-COLA ASSETS INTO MEANINGFUL TOOLS
Coca-Cola is a brand with an edge. It is an iconic, humble yet stubbornly optimistic brand. Forget forgettable, Coca-Cola want ideas that are big, iconic and create new value for brand assets in a relevant way. It’s a brand that loves real, human stories, that leave you with goosebumps.
DRAMATISE THE UPLIFTING FEELING OF COCA-COLA
Research, research, research. To nail your insight, you need to really understand your audience. And really understand what’s great about the uplifting experience of Coca-Cola –so go try it for yourself.
WHAT IS ESSENTIAL
Must feature Coca-Cola product (Coca-Cola Red) and land the brand’s edge: uplifting positive energy
