Coca-Cola Canada: Play aCoke
Agency: The Hive
Case overview
Coca-Cola is an icon. And as an icon we need to behave like one. So this means being innovative, cool, authentic and a leader. Over the years Coca-Cola has demonstrated this time and time again. However, doing this with a teen target is another ballgame altogether.
Teens don't want to be sold to, which means we need to insert ourselves naturally into their day as the enabler of the moment rather than the author - by tapping into a behavior that they're already doing rather than telling them they need...