The Coca-Cola Ritual: Mixing Consumers' Creativity and Innovation

Begoña Fafian, Víctor Huertas

OBJECTIVES

In 2007, Coca-Cola Spain set the objective of finding a new way of being relevant in the out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that:

  1. Reposition the brand in the adult sector;

  2. Establish a link between the brand and social connection moments of the target;

  3. Generate an increase in consumption.

This project was undertaken while reducing to a maximum the risks derived from beginning new consumption rituals.

APPROXIMATION

Before designing the methodology for this project, we began a reflection process about how to focus upon it. We decided to establish various work hypotheses that would define how we should face this challenge: