Turn coca-cola from red to green.
The most challenging market launch campaign in history.
Challenge
Red, silver, black, gold and now a green Coca-Cola.
To accomplish a successful market launch without cannibalizing the product range, finding a suitable brand world without leaving the big red circle and always considering, that the press is going to rip the green coke apart if it seems to be promoting the healthy Coca-Cola.
The Stats 💯
Timeline: 2 Month
Deliverables:
• Creative Brief
• Claim and Campaign Slogan
• Brand-Extension Marketing Campaign
Strategy
Continue the Coca-Cola success story „open happiness“ and combine it with the power of nature (stevia – natural sweetener).
Tradition meets a piece of nature. With the help of a highly adored and brand fitting testimonial (brand ambassador) Manuel Neuer (German no 1 goal keeper) it was the first step to gaining trust and awareness – in step two supporting nature and environmental projects with high-impact guerrilla events to get the message across.  „The nature gives us stevia – we give something back.“
Creative Brief
Competitor Analysis
Communication
Team
Christian Lucas Ellwardt
Leonie Weller
Marc Jaspers
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This project was part as of my Marketing-Communication & Brand-Planning studies at SRH Berlin School of Design and Communication and is a case-study not associated with Coca-Cola in any way.
0 likes · 18 views · Oct 9, 2022
This case-study was developed to show the possible scenario to help Coca Cola have a market launch campaign.
