COKE TEENS EU STRATEGY

Ok, lets be honest, most big brands are struggling to play a relevant role in the lives of teens today, and Coke is not an exception. We realised early on in our research that Gen-z can see right through Marketing BS.

If we were to succeed we had to make some drastic changes to Coke’s communication model. So instead of selling Coke as a gateway to happiness or joy, we repositioned it as a reward for everyday efforts and achievements.

After all, It's human nature to treat yourself after you've got the job done. And Gen-z’s work harder for the things they care about than any preceding generation.

We created a mobile-first social content platform called “THIS ONE’S FOR…”

Developing a content framework of assets co-created with relevant teen micro-influencers, to  legitimise the brand’s role as a reward for Gen-z’s passion points: Education, lifestyle, sports, gaming & fashion.

But, we knew co-creation would only take us so far. Deeds are stronger than words and content for that matter, so we came up with multiple experiential activations around rewards so local markets could produce them throughout 2018/19/20.

Education - Shred Party

Music - This audience is crazy about music. 
They plan for months and put a lot of work and effort to make sure they make the most of their festival experience, giving us multiple opportunities to reward them.

Fashion - Cue parties

Lifestyle - Summer jobs

BONUS - Coke teens Ramadan

Here’s what the global ECD of Facebook had to say about the campaign: