COCA-COLA
The Ask: How can Coke directly engage with Gen Z and bring the audience into the world of Coca-Cola?
The Insight: As Andy Warhol once said, “you can be watching TV and see Coca-Cola…and just think, you can drink Coke, too. A Coke is a Coke…All the Cokes are the same and all the Cokes are good. The taste of coke and feel of the iconic bottle are sensations that transcend traditional bounds.
The Idea: Coke is a brand so ubiquitous yet consistent in form that it lives in a realm of its own that translates across languages, points in time, and mediums—the Cokeverse. You’ll know you’re there when you see that iconic bright red can on the screen. Next, you’ll open your refrigerator to experience the sweet taste for yourself. A Coke is a Coke, and when you drink the same one as your favorite movie/tv character, the human experience expands far beyond the screen and four walls, and you're empowered to…
IMDB PROFILE
The Cokeverse grounds the fiction on your screen in reality and serves as a form of escapism in your day-to-day routine. It’s the silent protagonist of your office lunch and uncredited extra in the climactic movie you watch with your friends.
But what if the Cokeverse further bridged the gap between fiction and reality? What if Coke was credited with A-List status for each silver screen moment of its 100+ year career history in film and television?
SOCIAL
An interactive, gamified social media carousel where viewers can guess which film/TV show the Coca-Cola product is starring in.
FANDOM BANNERS
Coca-Cola will place banners on Fandom Wiki pages that feature Coke in their show/movie. When clicked, it will take you to a Coca-Cola page that includes Coke as a character (with a wiki profile) in the piece of entertainment at hand.
OOH
PAID + EARNED PR
The omnipresence of the Cokeverse will achieve further recognition when Hollywood bestows some of the industry's greatest honors to its unsung star, Coca-Cola, for their achievements and record-breaking tenure in film, television, and pop culture.
