Coca-Cola
A music programme with touchpoints everywhere and no single story holding them together. Coca-Cola's events presence was active across event, digital, and retail, but each surface had drifted into saying something slightly different. The brief was to build the marketing strategy behind that presence and turn scattered activations into brand affinity.
Deliverables
Campaign strategy
Multi-channel audit
Brand affinity plan
Touchpoint alignment
Activation framework
Date
2010-2012
Client
The Coca-Cola Company
Industry
Beverages
One story carried across event, digital, and retail, with an audit to keep every touchpoint pulling in the same direction.
Brand affinity
Channel clarity
Event, digital, and retail stopped telling three versions of the same story. The audit followed the message across all three surfaces and showed where it drifted, and brand affinity replaced reach as the measure, which changed what counted as a successful activation and what was quietly costing more than it returned.
The Coca-Cola Company
Project outcome, 2010 to 2012