In 2009, Filipino teens were forced to re-evaluate their spending habits due to the economic crisis. Coca-Cola was priced considerably higher than other soft drinks in the Philippines, so teens saw it as a premium brand, to be drunk on special occasions only.
Drink Coke Wear a Smile Campaign
The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from...