Abstract:

The business challenge was clear ... to maintain and enhance Coca-Cola's value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal was to create a set of brand communication campaigns that speak to the people in a way that touches their hearts and transmits a positive message to the world. Understanding consumers as humans, with tensions and desires, was a big enabler in achieving this.