Coca-Cola Smile Back at Life

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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Campaign Details

Advertiser: Coca-Cola Company
Agency: McCann Erickson
Brand: Coca-Cola
Campaign duration: July - December 2008
Campaign objective: Build, defend brand position
Country: Philippines
Media budget (USD): < $250,000
Media used: In-store, Newspapers (national), Out of home (all forms), Public relations, Radio (local), Sales promotion, Television (broadcast)

Executive Summary