CRAFTING AN AUTHENTIC PRIDE-OF-PLACE STORY FOR A NEW VARIETY OF COCA-COLA
Develop a strategic plan that will stoke anticipation and encourage discovery of new Coca-Cola Georgia Peach and Coca-Cola California Raspberry while maintaining the authenticity and cult-like status of Coca-Cola from Mexico, the foundation of the new product formula.
Legend flipped the script for the biggest beverage brand in the world and started small, authentically delivering a modern craft story and invoking a specific state of mind, leaning in on pride-of-place and a sense of discovery. Legend partnered with local artists to create statement pieces – street murals, installations and sculptures – that invoke the product’s unique local flavor. Dozens of custom-crafted mailers were created by influential artists in California and Georgia and sent to media and fans of Coca-Cola from Mexico.
Legend created pre-launch buzz with local artist influencer posts featuring the new product, evoking a real sense of local discovery. Food & Wine, Today.com, Paste and other marquee media outlets ran the news, resulting in more than 250MM media impressions in less than three months, the majority of which featured the street artists, muralists and artisans who led the launch.