Coca-Cola: Coke Energy - This energy is for you

Coca-Cola, a carbonated drinks brand, launched its energy drink Coca-Cola Energy in Turkey by using a customised media strategy to target key energy need moments for consumers.

Campaign details

Brand: Coca-Cola EnergyAgency: Carat Media Turkey

Strategy

Objective

Our strategic objective was to expand the energy drinks category, create awareness, and drive trial for Coca-Cola Energy.

In the beverage category, energy drinks are usually positioned as products that go along with extreme conditions/sports or extreme physical activity, and we believe that this approach does not do justice to this sub-category and limits consumption occasions. Therefore, we aimed to provide the energy that people needed in their daily routines. We positioned the product under the strapline "Any time of the day and whenever you need the...

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