Coca-Cola: 3 Acts, 3 Million People

Peach Natividad

Campaign details

Brand owner: Coca-Cola Far East Limited
Agency: McCann Worldgroup Philippines – MRM Manila
Brand: Coca-Cola
Country: 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: three thankful acts to infect millions. If successful, the experiment would eventually do what a normal TV campaign could not – reach millions of people at the cost of a few bottles of Coca-Cola.