Coca-Cola: It's beautiful
Liz Lacey
Campaign details
Brand owner: Coca-ColaLead agency: Starcom MediaVest Group Weiden & KennedyContributing agency: Facebook The Creative ShopBrand: Coca-ColaCountry: United StatesIndustry: Non-alcoholic, soft drinksChannels used: Earned media, buzz, Internet - search, Mobile and apps, Online video, Public relations, Social media, Television, Word of mouth, advocacyMedia budget: 1 - 3 million
Executive summary
This case study describes how Coca-Cola reminded Americans of its brand values with an equality-themed Super Bowl ad and careful planning against the predictable backlash.
Coca-Cola wanted to stem...