Coca-Cola MOTHER - The MOTHER of all re-launches

Mother, owned by Coca-Cola, is a rare example of a brand that has failed, and then successfully been re-introduced.

Coca-Cola MOTHER – The MOTHER of all re-launches

Agency: SMART Sydney


To save a brand from deletion and turn it into a serious energy player for the Coca-Cola Company, with 20% of volume market share in the first year.


5 times projected volume, contributed overall category growth in a category that is already growing year on year, #1 energy can, 900% ROI. Positive word of mouth, all brand health measures improved. The brand was not only saved from deletion but in year 2 the spend will increase, new product variations will be developed and it will be launched...

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