Coca-Cola: A cultural study to understand happiness for this generation of teens

This case study reveals how Coca-Cola, the soft drinks brand, used a European cultural study for to understand what happiness means for teens today, in order to generate disruptive brand PR content.

Coca-Cola: A cultural study to understand happiness for this generation of teens

Adam Chmielowski and Annie AuerbachFlamingo Cultural Intelligence

Summary

The Flamingo Cultural Intelligence Unit London conducted a European cultural study for Coca Cola to understand what happiness means for teens today in order put an otherwise adult-dominated debate around happiness into the hands and cultural world of teens and generate disruptive brand PR content.

The study's ambitions was to go beyond finding insights and drive "cultural conversations": creating content could truly live and be shared amongst 3 audiences: teens, the press and within Coca-Cola.

Joan O'Connor, head of...

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