Coca-Cola: Open Hearts To Open Happiness
Campaign details
Brand owner: The Coca-Cola CompanyLead agency: Phoenix O&M (Sri Lanka)Brand: Coca-ColaCountry: Sri LankaIndustry Carbonated soft drinksMedia: Cinema, Events & experiential, Internet - display, Magazines - consumer, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Product sampling, Radio, Sponsorship - event, property, TelevisionBudget: Up to 500k
Executive summary
Faced with wavering consumer loyalty and stiff competition in an unfavorable economic climate in Sri Lanka, Coke needed to re-engage with the youth to arrest de-growth in sales and consumption.
Tactical sales...