Project Hijack: Step Changing Our Dialogue With Teens

Philip McNaughton

Beth Corte-Real

BUSINESS CONTEXT – THE DECLINE IN YOUTH

Coca-Cola Great Britain had a challenge on its hands. Its core consumer target – youth – and specifically teenagers aged 16-19 years were drinking less of its flagship brand, Coca-Cola (see figure 1), and also its range of sparkling drinks (brands such as Fanta, Sprite and Dr Pepper). The Coca-Cola business wasn't exactly sure what the cause or causes of the decline were and many questions and hypotheses existed. There was also the added challenge that the number of young people was projected to decline over the next five years (see figure 2) making it all the more important to get it right for this cohort.

FIGURE 1 MY COKE IS EXPERIENCING LONGER TERM DECLINES AMONG TEENS