Project Hijack: Step Changing Our Dialogue With Teens

This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business.

Project Hijack: Step Changing Our Dialogue With Teens

Philip McNaughton

Beth Corte-Real


Coca-Cola Great Britain had a challenge on its hands. Its core consumer target – youth – and specifically teenagers aged 16-19 years were drinking less of its flagship brand, Coca-Cola (see figure 1), and also its range of sparkling drinks (brands such as Fanta, Sprite and Dr Pepper). The Coca-Cola business wasn't exactly sure what the cause or causes of the decline were and many questions and hypotheses existed. There was also the added challenge that the number of young people...

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