Coca-Cola: The real ice cold Coca-Cola

This case study describes how Coca-Cola used an innovative product redesign to drive user-generated content relating to the brand.

Coca-Cola: The real ice cold Coca-Cola

Ogilvy & Mather Bogotá

Objectives

The perfect serve of Coca-Cola is with ice because that's the best way to enjoy its unique taste and sparkling sensation. As the manual suggests: "Don't forget, Coca–Cola products are always filled 1/3 of the glass height with fresh ice."

A Coca-Cola that is not at its right temperature is not as enjoyable as it should be, and a bad taste experience is the last thing we want. In most parts of the world, summer means going to the beach, being outdoors, enjoying the sunshine and taking in the...

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