Coca-Cola MOTHER – The MOTHER of all re-launches

Agency: SMART Sydney

OBJECTIVES:

To save a brand from deletion and turn it into a serious energy player for the Coca-Cola Company, with 20% of volume market share in the first year.

RESULTS:

5 times projected volume, contributed overall category growth in a category that is already growing year on year, #1 energy can, 900% ROI. Positive word of mouth, all brand health measures improved. The brand was not only saved from deletion but in year 2 the spend will increase, new product variations will be developed and it will be launched into another market.

THE MOTHER OF ALL RELAUNCHES. HOW TAKING OVER THE TOP ACTION CAN RESULT IN OVER THE TOP RESULTS. A 900% ROI IS A MOTHER OF A RETURN!

EXECUTIVE SUMMARY: