“The pause that refreshes” was a slogan employed by Coca-Cola to tempt thirsty consumers way back in the late 1920s and early 1930s.
With a sly nod to this historic tagline, the brand’s “Play. Pause. Refresh.” shopper-marketing platform leverages the modern ritual of millennials relaxing with a beverage, a snack, and their favorite media.
The opening volley of this digital and in-store campaign launched in March 2017. And it engaged young snack aficionados as they planned their evening, lined up their preferred food and drink, and gathered together to stream their favorite shows at home.
Next up: platforms that engage fans as they use different devices and screens, with fresh at-home snacking rituals that open up further opportunities to drive sales of soft drinks.
Dana Barba, area vice president/shopper marketing at The Coca-Cola Co., discussed this subject at the P2P Summit, an event held by the Path to Purchase Institute.