COCA-COLA

Building an emotional connection with Coca-Cola for a new generation

CLIENT

Coca-Cola

STUDIO

San Francisco

SERVICES

Vision Strategy
Acceleration Workshops

The Challenge

Teens and young adults do not have the emotional connection to Coca-Cola that previous generations did. We were tasked with creating an experience to build a connection between 
Coca-Cola and younger generations.

The Opportunity

The Museum of Ice Cream and Color Factory have been drawing in Millennials and Gen-Z visitors through shareable, magical moments, and customization opportunities that let visitors make the experience their own. To reach younger generations, we needed to create an experience that immerses visitors in the Coca-Cola brand with engaging, shareable moments.

The Solution

We designed a mobile popup around Coca-Cola, letting teens and young adults make the drink their own within a magical space that can be shared with others.

Approach

Seeking Inspiration

Our team explored popular experiences for Millennials and Gen Z like the Museum of Ice Cream and SF MOMA. We analyzed the ways people share those experiences on social media, and what elements made those experiences so enticing.

We also dove into Coca-Cola’s history for inspiration, looking at classic soda bars where Coca-Cola had its origin.

Exploring Experiences

Drawing on the inspiration from our research, we collaborated with the Coca-Cola team to explore ways the brand could connect with teens and young adults.

We defined a variety of popup experiences and pinpointed the importance of letting this new generation of consumers make Coke their own in to strengthen their connection with the brand.

The Soda Shoppe Popup

Working with Coca-Cola, we curated a set of core experience moments needed for an MVP and defined a pilot plan. When the concept launched, consumers could build their ideal Coke from predefined options, and on-site mixologists would craft these unique drinks. Stations for photos with larger than life Coke icons let consumers share their experience across social media. The Soda Shoppe vision was brought to life at the Mall of Georgia.