Coca-Cola: Recruiting the next generation of Coke drinkers at scale enabled by Grivy

Coca-Cola, a soft drink manufacturer, launched a campaign in Indonesia to increase market share and convert trialists into long-term loyalists.

Campaign details

Brand: Coca-ColaAgency: WPP - MediaComRegion: APAC

Strategy

Objective

Coca-Cola is looking to recruit the next generation of Coke drinkers to increase market share in a crowded ready-to-drink category which is dominated by ready-to-drink tea. Indonesian youth prefer ready-to-drink tea over carbonated soft drinks which makes it challenging to recruit.

Given that ready-to-drink tea does not offer the sparkling feeling of getting refreshed and uplifted, the teams identified an opportunity to connect with Gen-Z in their slump moments where an ice-cold Coke could provide the necessary reset moment to provide an instant kick to...

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