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eYeka’s Community Refreshes Coke’s Brand Promise

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OPPORTUNITY

Energy and refreshment are two of the core feelings Coca-Cola has been inspiring for decades. It is becoming increasingly more challenging for the brand and its agencies to communicate these feelings in an ever- original fashion, to keep the brand fresh and current.

APPROACH

Coca-Cola decided to ask eYeka’s community of creative individuals what energizing refreshment meant to them. We approached our creators with a simple brief “Interpret Coca-Cola as an energizing refreshment, in your own style”. We avoided restricting their
creativity, by inving them to express themselves through a wide range of media such as videos, animations, graphic designs and photos.

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RESULTS

In 3 months, we received 2,547 entries from 72 countries in the form of rich visual creative ideas expressing very fresh, diverse interpretations of “energizing refreshment”.

The content was of such high quality that a jury of leading marketers and agency creative directors selected three of these entries to represent Coca-Cola at the Cannes Lion 2012 Festival. More importantly, the wealth of fresh interpretations provided by consumers from across the globe inspired Coca-Cola’s marketing teams from Latin-America, to the US and Asia about the possibility to constantly renew their brand, thanks to consumers seemingly inexhaustible creative ideas.