Coca-Cola: Let's Go Crazy

This case study explains how Coca-Cola, the beverage company, created a social sharing campaign in Latin America to increase brand love, and how the relationship between research and creative was key to this.

Coca-Cola: Let's Go Crazy

Campaign details

Agency: Ogilvy & MatherMedia: Starcom MediaVest GroupResearch: Millward Brown, BMC Innovation Company

Executive summary:

As companies like Coca-Cola continue to push the envelope on creating immersive campaign experiences, the way research influences and measures these experiences must evolve. Latin America's 'Let's Go Crazy' campaign for brand Coke presents new questions - and answers -illustrating how research:

  • Helps brands move beyond associations to true change-agents in consumers' lives.
  • Helps build and adapt regional campaigns to transcend borders.
  • Uncovers the push-pull relationships between media to highlight the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands