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

Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption.

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,...

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