Coca-Cola’s summer of festivals
How can we help Coca-Cola support dozens of festivals with one voice?
Take yourself back to Summer 2022.
It was the first summer after COVID-19, and we were out of lockdown.
Coca-Cola had partnered with some of the biggest festivals in the world, from Lollapalooza to Sziget. All to celebrate people coming together.
But how could they ensure that hundreds of people across dozens of countries and languages, all shared one voice?
The ask
Create social toolkits in different languages which gives all the brand teams assets and copy they need for content.
Create social content that speaks to Gen Z, making Coke their beverage of choice.
The approach
Identify which regions needed most help, and the specific content they required. Co-ordinate with festival teams to ensure critical milestones were hit in time for each event.
Work with native language speakers for easy and reliable translation of copy and assets.
Work with Gen Z marketers and social researchers to create content that truly resonated with the right audience.
The results
Detailed social toolkits which covered all festivals, in a variety of languages.
Provide multiple copy options for marketers, as well as all art files, for any last minute changes.
A social creative campaign which felt natural and authentic, resulting in increased positive sentiment among Gen Z.
A very happy client!
