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COCA COLA (2023)
CLIENT
COCA COLA
TYPE OF CLIENT
BEVERAGES
CATEGORY
SOCIAL, (D)OOH, TV
BRIEF
As Strategy Director for the Coca-Cola campaign collaboration with Jon Batiste for the launch of the second season of COKE STUDIO™, my role encompassed guiding the creative concepting process and orchestrating a multi-channel marketing strategy aimed at maximizing brand visibility and audience engagement. Leveraging Jon Batiste's artistic vision and Coca-Cola's commitment to diversity and inclusivity, the brief called for the development of a campaign narrative centered around the transformative power of authenticity and acceptance. With a focus on digital platforms and out-of-home advertising, the objective was to create a dynamic and immersive brand experience that resonated with global audiences and reinforced COKE STUDIO™'s position as a hub for emerging musical talent and cultural exchange.
RESULT
The strategic execution of the campaign yielded exceptional results, driving widespread awareness and engagement across digital and traditional media channels. Through innovative social media activations on YouTube, including teaser trailers, behind-the-scenes content, and exclusive interviews, we generated anticipation and excitement leading up to the release of Jon Batiste's track, "Be Who You Are (Real Magic)." Complemented by strategically placed billboards in key urban centers such as New York City, London, and Berlin, the campaign successfully captured the attention of passersby and reinforced COKE STUDIO™'s brand positioning on a global scale. Overall, the campaign achieved its objectives of celebrating authenticity, fostering unity, and elevating the COKE STUDIO™ brand, setting a precedent for future collaborations and reinforcing Coca-Cola's commitment to creating meaningful moments of connection and joy.
