The Coca-Cola Ritual: Mixing Consumers' Creativity and Innovation
Begoña Fafian, Víctor Huertas
In 2007, Coca-Cola Spain set the objective of finding a new way of being relevant in the out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that:
Reposition the brand in the adult sector;
Establish a link between the brand and social connection moments of the target;
Generate an increase in consumption.
This project was undertaken while reducing to a maximum the risks derived from beginning new consumption rituals.
Before designing the methodology for this project,...