The Coke Side of Life
Overview:
The objective of the Coke Brand Activation Campaign was to introduce the global brand campaign into the African landscape by transforming it to suit the audience while delivering the resonance of the global brand message.
PROJECT TIMELINE:
6 Months
TEAM:
Senior Account & Creative Director (Lindie Gerber), Senior Marketing Director, Africa (Elizma Theron)
Brand:
Coca-Cola
Project Type:
Brand Activation
Category:
Digital, Print, OOH, POS
The Challenge
Introduce a global brand campaign into the African landscape while maintaining the overall brand message and campaign identity.
Our Approach
The Coke Side of Life campaign aligns the brand with its uplifting, fun attributes as it showcases the positive side of life with the product being at the center of each experience. The campaign visuals had been established to allow for multiple creative variations that could easily be created in order to resonate with each market.
The campaign system consists of the iconic Coca-Cola bottle in a solid brand color placed on a complimentary background brand color with the campaign slogan running across the bottle and incorporating the wordmark.
The graphic components representing positivity in life occupies the top half of the campaign visuals and is constructed through the collage and juxtaposition of multiple themed/ market-relevant elements. To extend the campaign into the African market, our South African-based team paired up with designers and researchers based in Namibia, Kenya, and Botswana to render a well-informed result that would resonate with the market in each region.
The research phase spanned art, industries, competitive landscape, and competitor campaigns along with symbolism and color psychology. The research process resulted in a campaign identity unique to Africa.
Campaign Identity
The visual identity of the campaign consists of a vibrant color palette complimented by shapes, symbols, and African imagery juxtaposed to mimic the look & feel of the global brand campaign.
Campaign Implementation
The campaign implementation phase included OOH advertising, print advertising, Point-of-Sale and in-store promotion.
CHALLENGES & LEARNS
The research phase proved to be the most challenging part of the project due to the coordination of multiple individuals spread across Africa, coordination between all individuals and all research initiatives, and finally synthesizing all information into a format used to inform the design phase.