Coca-Cola: 3 Acts, 3 Million People

Peach Natividad

This case study describes how Coca-Cola, the beverage company, used social media to encourage small acts of gratitude in the Philippines, and so fulfil its brand purpose.

Coca-Cola: 3 Acts, 3 Million People

Peach Natividad

Campaign details

Brand owner: Coca-Cola Far East LimitedAgency: McCann Worldgroup Philippines – MRM ManilaBrand: Coca-ColaCountry: The Philippines

Executive summary

The strategy of Coca-Cola Philippines was to use small acts of gratitude as pebbles to trigger ripples of happiness.

There was threat of cutting the entire social-media budget and Coca-Cola had to justify investment. Coca-Cola decided to run an experiment that required minimal cost and yet would add tremendous value for the business. A study showed the biggest single contributor to happiness was gratitude.

The execution:...

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