Coke Studio paved the way for teens to come home to Coca-Cola

Soft drink giant Coca-Cola leveraged mobile to evolve its Coke Studio campaign and its relatability to teens in the Philippines using an integrated media strategy.

Campaign details

Brand: Coca-ColaLead agency: Starcom Philippines, AdColonyRegion: APAC

Strategy

Objective

Coca-Cola, the leading carbonated beverage in the Philippines, wanted to sustain its market leadership in the country by continuing to engage and excite the younger generation of Filipinos, especially during the Sugar Tax Implementation which drastically increased product cost, potentially resulting to drop in sales and market shares.

To build brand love for Filipino Youth to continue consuming Coca-Cola without questions, Coca-Cola launched Coke Studio in the Philippines in 2017, was a worldwide project aimed at the musical development of young and talented local...

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