Thinking outside the can. Coca-Cola

Challenge

With new markets and products evolving all the time, how could we help Coca-Cola develop an all-new marketing mindset?

Insight

To truly understand your customers, you must sometimes get to know them better.

Solution

Coca-Cola had a problem; they had begun to feel disconnected from their consumers. They asked us to help them evaluate the scope of the problem and come up with constructive ways to handle it. 

So we created an environment where executives and consumers could meet, talk and learn from each other.

We organised an event in London to build and strengthen customer relationships. This included a series of controlled environments in which two groups – executives and consumers – could meet. Consumers were played by actors, channeling their own, or typical customer, experiences.

The settings provided experiential backdrops for specialist presentations, interactive discussion and exploration of business growth areas. Discussions focused on customers’ everyday experiences; what they wanted and more importantly, what they didn’t.

Results

The event was a resounding success, leading to larger communication programmes rolled out in Berlin and Atlanta. These events successfully demonstrated the connections the brand had made with past consumers It also provided significant new insights into the lives of consumers in the future.