Coca-Cola: Drink Coke Wear a Smile

In 2009, Filipino teens were forced to re-evaluate their spending habits due to the economic crisis. Coca-Cola was priced considerably higher than other soft drinks in the Philippines, so teens saw it as a premium brand, to be drunk on special occasions only.

Drink Coke Wear a Smile Campaign

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Coca Cola CompanyAgency: McCann Worldgroup Brand: Coca ColaCampaign duration:January...

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