Case History Database

This case demonstrates how ‘Coca-Cola’ and its agencies increased relevance in a highly competitive sparkling category that was decreasing by -0.7% The power of the first name and the world’s most iconic brand brought people together and re-united Australians with the idea of getting together over a ‘Coca-Cola’ soft drink. Specifically, we gave teens and young adults an exciting reason to reintroduce ‘Coca-Cola’ into their repertoire. The investment in this summer campaign and breakthrough creative work has delivered outstanding results for ‘Coca-Cola’. Coca-Cola’ increased volume by 4%. Specifically, young adults’ consumption increased significantly during the campaign, increasing 7% (Source: 3MM P4W Consumption Oct-Dec 2011 B3 Survey Australia). ‘Coca-Cola’, once more, had become social currency and a significant part of popular culture.

	Executive Creative Director		Chris Ford
	Creative Director		Boris Garelja, Brian Merrifield
	Planning Director / Author		Gerry Cyron
	Strategic Planner		Damian Damjanovski
	Copywriter		Alex Stainton, Omid Amidi
	Art Director		Jakub Szymanski, Liam Hillier, Luke Acret
	Business Director		Suzie Baker, Adam Lee
	Senior Account Director		Vickie Mogensen
	Senior TV Producer		Claire McDonald
	Senior Print Producer		Sonia Ebrington
	Collaborating Partners		Ikon, Naked, Wunderman, Urban, Momentum, One Green Bean
	Client		Coca-Cola South Pacific