#TasteTheFeeling

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Drink More Coke

At the end of 2015, Coca-Cola had a problem. Sales were down. Coca-Cola asked us to get teens to drink more Coke.

We didn’t think that was the solution.

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We Let The Data Lead Us

We looked at Coke’s data in a new way. Teens were drinking Coke.

Coke had a lapsed user problem. People over 25 were moving away from Coke.

By analysing 600,000 social conversations and checkout facts, we discovered something else. For anyone but teens, Coke is an occasions drink.

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Cluster Modelling

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Digital Experience

We took our data model and put it into practice. We reached out to lapsed consumers on Instagram, Facebook, Twitter and Search. We used their keywords, conversations and snaps to draw them into our platform. Engaging them with the stories of other customers. Then, through the simple offer of a Coke on us, we gave them an occasion to remember.

Surprise & Delight

Engagement, views and positive comments doubled. We helped 45,840 Australians remember just how great a Coke tastes, with no mass sampling. That was 2.3 times Coke’s expectation. We even managed to drive demand in Coke’s heartland areas.

Results

Engagement, views and positive comments doubled. We helped 45,840 Australians remember just how great a Coke tastes, with no mass sampling. That was 2.3 times Coke’s expectation. We even managed to drive demand in Coke’s heartland areas.

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