Coke Plus Coffee
Increasing product desirability with urban millennials.
In Spring 2017, Coca-Cola launched the new limited-edition product "Coke Plus Coffee"; looking to drive mass awareness, high engagement, positive conversation and desire to try across millennials in Australia's key metro markets.
With the soft drink category down 20%+ and increased competition for market share, Coca-Cola needed a strategy that not only delivered cut through, but also delivered strong product adoption and advocacy for its new product—all in a tight, seasonal timeframe.
A sharp, focussed campaign that:
- Positioned Coke Plus Coffee at the centre of a culinary culture to drive talkability;
- Encouraged both branded and user generated content creation opportunities to maximise reach;
- Provided an avenue for unobtrusive product trial;
- And ultimately, ensured increased desirability of the product with urban millennials—a group renowned for their ability to lead trends.
Leveraging our relationship with some of Australia's hottest retaurateurs, we orchestrated 14 culinary collabs that heroed Coke Plus Coffee—all bespoke dishes, made for the 'Gram.
A new breed of "influencer", these calorific establishments have built a following of foodies in the market for experimental food, and the new, limited edition menu items placed the brand in the centre of urban culinary culture.
Order by order, snap by snap, the collabs drove millennials to trial, talk and share all things Coke Plus Coffee.
Social Video Series
We leveraged our most social video series, "We At That" (3M+ views to date); to capture and amplify each of these culinary collabs, crafting a suite of 12 highly sharable 30-second assets that maximised awareness and desirability of the product trial.
In line with millennials' growing preference for "peeled back" authenticity, we eliminated unnecessary production expense; bringing the audience into the moment through DIY sequences of deliciousness that encouraged them to capture their own experience.
Blends + Beats Rooftop Activation
We teamed up with Coke Plus Coffee to host an epic summer pool party in the city, featuring DJs, live music, pool toys, and a food and cocktail menu entirely Coke Plus Coffee-inspired.
A three-week campaign across The Urban List editorial, social and email channels saw all 260 tickets sell out within 10 days. And on Sunday, November 12 they arrived to a pumping summer party—the crowd in their best white threads, capturing the afternoon through their social channels, spreading the Coke Plus Coffee party and product through their networks.