Coca-Cola: Mobile augmented reality dials up brand love for Coca-Cola

Coca-Cola, a soda drink brand, launched a campaign in Indonesia to connect with Gen Z and increase consumption.

Campaign details

Brand: Coca-ColaLead Agency: Starcom IndonesiaRegion: APAC

Strategy

Objective

In Indonesia, soda beverage brand Coca-Cola finds itself with an interesting predicament: among its young market of teenagers, Coca-Cola is a well-loved brand…of clothing. Funnily enough, while Indonesian teens are often seen out and about wearing the latest Coca-Cola fashion merchandise, they're less likely spotted with an actual bottle of Coca-Cola in their hands.

Playing in a market where majority of the population consider ready-to-drink (RTD) tea as "the mindless beverage for refreshment", Coca-Cola—which trails behind Sprite and Fanta in the soda segment—competes more against...

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