Change the Paradigm

Coca-Cola was in the midst of changing the paradigm in its U.S. marketing. It was centered on all the “occasions” when consumers might want to consume a refreshing beverage—a Coca-Cola or one of their other brands. But something was missing. To maximize the impact, they had to innovate the point of interaction, as well as the messaging and visual appeal. They asked BOLTgroup for help.

Innovate Our Brands at Retail

It started with materials and processes—how could Coca-Cola leverage its massive volume output of merchandising to up the ante on all competition? It then crossed over to, “How do we build on all the physical assets we currently own in the marketplace? How do we intersect our consumers just when they need a beverage?”

Working as AOR for the Occasion Based Marketing team, we worked across multiple channels—from Grocery to C&P (see Teen Barrel, A.) to Mass / Drug to At School—to discover new, innovative ways to engage target consumers with occasion based messaging and merchandising: Drive Time, After School, Shop Refreshed, and more.

Developing innovative solutions around existing equipment in the field, and “owning” aisles, end caps and fountains (see Rendering, B.) through unique uses of Coca-Cola’s brand assets was a top priority of the design initiatives. Invitational messaging that communicated brand benefits was key.

Securing Incremental Volume at Every Occasion

Through creative application of brand properties onto existing assets, the design of innovative new merchandising and POS (see In-Store Concept Rendering, C.), and pinpoint messaging that intuitively connected to consumers at the right time in the right place, Coca-Cola gained significant incremental volume across every channel and protected its placement from all competitors.

Design + Brand Innovation—a powerful combination for the world’s most prominent beverage brand.