The Coca-Cola ritual

Date of publication: November 16, 2010

Abstract:

Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption. An innovative project process enabled consumers to create a new relevant and market proven product (mixer). As a result Coca-Cola has encouraged consumer creativity sessions and expert validations in our product development process.

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