Coca-Cola: Coke2Home

Soft drink giant Coca-Cola used a home delivery service in a behaviour-changing sponsorship campaign for the ICC World Cup in India.

Campaign details

Brand: Coca-ColaBrand owner: Coca-ColaAgency: McCann WorldgroupMarket: IndiaIndustries: Carbonated soft drinksMedia channels: Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, TelevisionBudget: 3 - 5 million

Executive summary

Indian marketers salivate at the opportunity to sponsor the Cricket World Cup, more so if they were a beverage brand. The typical strategy was to stay top of mind and viewers would consume you. Coca-Cola took a totally different approach. It knew that to win in India, it would have to ensure that comms actually translated into drinking...

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