Project Hijack: Step Changing Our Dialogue With Teens

This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands