Brief: To create a blog post informing the general reader of key insights from the exposé by ‘The Story of Stuff Project’ on how Coke killed the refillable bottle. It needed to inform the reader of all the kill points mentioned in the overall exposé in an engaging manner.
Research: Many readers will be consumers of Coke, so the article needed to inform without placing blame or guilt on the consumer. The report also contained a lot of technical terminology or assumed a certain level of knowledge. This needed to be made accessible and clear for the average reader.
Strategy: The web article was broken down into sections to make the information accessible. It also followed a timeline to aid readability and understanding. Engaging language was utilised with careful consideration to avoid inflammatory statements.
