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Bringing the company into the 21st Century
Background: For over 100 years, Coca-Cola had been in the soft drink business, with Coke as the core product. In the new millenium, the demands of consumers meant that they had to move beyond Coke, Fanta and Sprite, into a completely new range of products, from water to healthy drinks. As well, the entire marketing landscape had changed: The company and its advertisers now had to understand the individual needs of consumers from children to adults of all ages. |
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Challenge: A fundamental shift of thinking had to take place: Understanding the individual consumer was now at the centre of marketing strategy, rather than creative advertising. To add to the challenge. bottlers would be resistant to the technical challenges of producing new drinks, as well as feel threatened by the new outside alliances. Goal: To motivate the entire Coca-Cola company worldwide to believe, and become co-creators of the new way of thinking. To stimulate business plans which would catalyze the vision. |
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Solution: Presidents, vice-presidents, senior executives and agencies came from the world over to Berlin, London and Atlanta for "LIFEHOUSE." There, presenters mixed with live actors and top experts to bring to life what we called "A World of Possibility. " In this, Coca-Cola's brands, present and future, came to life through the eyes and lives of actual consumers. In vivid detail, busy executives could see how their brands touched people in their everyday lives, and how they could be a part of their lives in the future. |