Coca Cola Creations

Recruiting a new generation of Coke drinkers

Coke has been an iconic, culturally relevant brand for generations. It is the second most understood word in the world, after “Ok.” But Gen Z does not see Coca-Cola as a preferred drink of choice. They have more options than ever before when it comes to quenching their thirst. Coke needed a new way to introduce the classic, incredible taste of Coca-Cola in a way that felt culturally authentic.

In culture we’ve seen drop culture reign supreme, and it was only a matter of time before non fashion brands entered the fold. With this in mind, we developed a new cultural strategy for Coca-Cola to get Gen Z involved.

Instead of entering the field with another flavor of classic Coke, we went in with an entirely new drink instead. A drink that had to be of indescribable, conceptual taste in order to peak curiosity and encourage trial. We made it available only through limited edition drops to create buzz worthy scarcity. And, we met our audience where they were: in the digital space with the help of new tech.

The result? A creation fit for the new generation.