Coca-Cola -The coke side of life

Laurence Horner, Dave Cobban, Scott Cromer, Ivan Wicksteed and Peter Schelstrade

By 2005, Coke was in trouble. Six years of 'thinking local and acting local' had rendered the brand lacking relevance.

Coca-Cola – The coke side of life

Planned by: Laurence Horner & Dave Cobban (Amsterdam), Scott Cromer (Portland), Ivan Wicksteed (Coca-Cola), Peter Schelstraete (Coca-Cola)Agency: Wieden+Kennedy, Amsterdam

SUMMARY

Different cultures make stuff that's different.

That's a good thing. That's what makes the world so interesting. So when you are relaunching a global brand like Coca-Cola you need to inspire more than just the creative teams next door. You need to inspire teams in every one of Coke's 200 local markets, because the range of local expression within your campaign is what will make it great.

How do you...

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