The Coca-Cola Compnay
A Digital Product for a Non-digital Brand
Project: Research + Insights
Locations: Indonesia, Kenya, Germany, Mexico, USA
TImeline: 2022
The Context
Coca-Cola has been a household name and legacy brand for over 125 years. Its eponymous beverage, Coca-Cola or Coke, has allowed it to dominate the beverage space for over a century along with its portfolio of products.
However, times are changing. Consumers’ perspectives are shifting and they are engaging more online and with digital products than with non- digital products. To stay relevant and future-facing, Coca-Cola wanted to identify how it could authentically show up for consumers within the digital landscape. So, they asked… “How is digital technology impacting our Gen-Z consumers and how can our brand show up in the digital landscape?”
The Problem
No proprietary digital platform to authentically engage Gen-Z consumers on what their interested in.
The Solution
A set of tangible, digital ideas consumers fee Coca-Cola has credibility to build and own.
The Process
For this project, we got intimate with Gen-Z consumers around the world about their lifestyles, digital engagements, and thoughts on brands. We sent out surveys and facilitated workshops and interviews where they took us into their world and showed us the opportunities and challenges for brands and digital spaces.
Equipped with this information, we set out to help translate the insights into tangible, digital ideas for Coca-Cola to create and see if the ideas sparked strong or weak interest from Gen-Z consumers.
The Apertus
Gen-Z is online and in the digital world, but that doesn’t mean they always want to be or are in support of decisions made by big brands in the digital space. To gain their trust and engagement in the digital space, brands have to show up genuinely and create something purposeful or be subjected to extensive disapproval from consumers.
We designed and workshopped a rich insights and strategy report with the Coca-Cola team leaving them with a clear path forward of how they can show up authentically in the digital landscape.