The Coca-Cola Company: Let's go crazy

This case study examines an insight-led global campaign strategy that sought to re-establish Coca-Cola, the soft drinks brand, as an icon of happiness.

The Coca-Cola Company: Let's go crazy

DAVID The Agency

Summary

Our brief was startlingly simple: re-establish Coca-Cola's cultural leadership as an icon of happiness in today's complex world. To talk about happiness in a jaded world full of bad news was a tough ask. A global deep-dive on current cultural tensions revealed one live, raw, painful tension: All over the world, we can't believe the inhumanity and unkindness that we're capable of showing each other. Turning on the news angers and depresses us, and we ask ourselves where our humanity has gone.

We know we need kindness more than...

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