Coke
Making it perfect
What we did
The Challenge
Keep the share of happiness. The fizzy drinks market is tough, with relentless competition from players old and new. Even an icon like Coke sometimes needs to rewrite the rules of engagement. How could we make sure Coke stayed on the front foot by connecting with the trade and consumers, to maintain share in multiple markets?
The Leap
Put perfect at their fingertips. We started behind the bar, rather than in front of it. And to focus on the ‘how’ rather than the ‘what’, we ran live qualitative group research with consumers and the trade in nine EMEA markets, to capture their thoughts and experiences, first-hand.
The Work
Perfect is as perfect does. We launched an integrated campaign that would make the Coke serve and experience… perfect. The Perfectionistas programme made sure every part of every pour was second-to-none, to let the iconic product really do the talking. Training programmes, merchandise, ‘second serve’ campaigns, in-trade incentives and loyalty marketing, all helped the brand grow share across Europe. Here’s to sharing a little happiness with everyone.
The campaign’s ingredients came from a real-time qualitative platform, used for research and test-and-learn.
A simple, clear story put the all-important details centre-stage, and joined up from in-pack to on-bar.
Campaign collateral celebrated the iconic brand at every touchpoint.
A super piece of research and campaign development work from saintnicks, driving sales growth across our EMEA businesses. Engaging, commercial and evidence based, from a really creative team.
Julia Mansell
Associate Director, Coca-Cola Europe
Elizabeth Shaw
Where age becomes iconic
Post Office
Giving back time