Coca-Cola wants young people to grab an ice-cold Coke whenever they need an uplifting break.
This might seem like an easy task considering Coca-Cola is already China’s drink of choice during shared meals and socializing occasions. However, breaks – the biggest consumption occasion for ready-to-drink beverages – is where the brand has the most headroom to grow. Hence, when it comes to satisfying consumers’ need for an uplifting break, the cola giant is suddenly a challenger brand fighting for consideration among coffee, energy drinks, sweetened tea, and other sparkling beverages.
Given our high awareness / low salience status in breaks occasions, we needed to go beyond big FMCG brands’ tried-and-tested mass reach + social amplification + in-store display communications model alone.
Coca-Cola needed some real magic to build an instant association between Coke’s energizing refreshment and uplifting breaks in young people’s minds.
