In 2017 our biggest challenge was to bring back the specialness of drinking any coke to teens. By combining their lifeline to the world (their phone) to our biggest asset (our pack); we make teen relevant moments more special with personal uplifts, while at the same time driving transactions for our business. This session will take a deep dive into: 1. Digital strategy: building a 360⁰ ecosystem 2. Learning & optimizing on data insights

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BUILDING BRANDLOVE &
TRANSACTIONS

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Coca-Cola: Beverages for life

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OUR AUDIENCE
• TEENS = 13 – 19
• NO MARKETING <13 Y.O
• FOCUS ON 16-19

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BRING BACK THE SPECIALNESS OF
DRINKING [ANY] COCA-COLA

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WHAT ROLE CAN COCA-COLA PLAY
IN THE LIVES OF TEENS?

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OUR AUDIENCE: MEET THE
AUTOGENS
MEET THE AUGOGENS:
THE SELF-DIRECTING,
SELF-DESIGNING,
SELF-RELIANT
GENERATION
Auto –
1. Combining form meaning ‘self, ‘same’ ‘spontaneous’: autobiography
2. by oneself: autofocus
3. Self caused; self propelling: autonomous
- Gen
1. That which produces
2. Abbrev. for generation

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FOLO OVER YOLO

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We know: Teens their phones

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Filter bubble generation - hard to reach
Hours Minutes %
Sources: TGI Clickstream 2017, “This American Life: Status Update”, November 2016; Radium One 2017
Their world is
digital
Their world is social Their world is
private

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ITH THESE INSIGHTS, WE HAVE A
AMAZING OPPORTUNITY

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TO RECONNECT WITH TEENS
AND BECOME PART OF THEIR
DAILY LIVES

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HOW?

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BY DEMONSTRATING THAT
COCA-COLA
UNDERSTANDS AND CARES
ABOUT WHAT IS GOING ON
IN TEENS’ LIVES.

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Experiential marketing Social marketingCokeTV

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Experiential marketing Social marketingCokeTV

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Experiential marketing Social marketingCokeTV

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Experientia
l

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HAVING A GREAT SUMMER