The one where… Coca-Cola changed their entire youth strategy two weeks into a three-month online community project.
Help Coca-Cola’s core range to engage more effectively with youth
By interacting with 100s of teenagers in their preferred environment – online – we were able to cover a huge amount of ground. In just 3 months we comprehensively explored teenagers' relationship, attitude and purchasing behaviour with soft drinks, snacks and Coke brands. Everything that appeared on the community was tailor made for the teenage audience. This increased creativity, productivity and most importantly entertainment levels, allowing the teens to act naturally and informally.
After just 2 weeks of direct interaction with teens it became apparent there was a lack of emotional engagement between young people and the fizzy drinks category as a whole. With this firmly in mind the Coca-Cola team changed their entire strategic direction.