Open to better
Coca-Cola
Customize your Coke: bringing joy to Coca-Cola drinkers
As client and strategy lead, I developed the strategy for Coca-Cola’s new digital platform for both existing and new beverage categories. The brief was to design new ways for consumers to engage with a new digital platform in order to test and launch their Direct to Consumer (DTC) strategy across Europe.
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If we were to drive consumers to an online store, the offering needed to delight and be unique. Not present in a physical store. It needed to be more convenient than grab&go, more sustainable than your average can, and personalized to your own desires and needs.
We began by imagining a platform for consumers to personalize their Coca-Cola cans, alongside the ‘Open to Better’ campaign. We built a website with the capacity to evolve into selling other personalized products and services.
We developed the strategy for Coca-Cola to build personalized experiences around drinks in order to strengthen consumer connections, reach it's business objectives of building brand love and ensuring the drinks were a more sustainable option than those found in store.
In four months, I led the design, development and launch of a digital platform that sold a new suite of personalizable drinks and bespoke merchandise, direct to consumers. It launched across 9 European countries, and was the first initiative of its kind for Coca-Cola.
