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#colouryoursummer

Coca-Cola created a marketing campaign that teens felt was for them, using channels and content that spoke directly to them:

They changed the colour of Coke's iconic red cans by launching a new range of limited edition multi-coloured cans that teens could collect, play with and share. The cans were also readable codes that unlocked a hidden, colourful world of games, content and prizes via world-first image-recognition technology. (http://content.warc.com)

Tags: Industry: Beverage
Company: Coca Cola
Country: Worldwide
Prize: Warc Prize,GRAND PRIX
Year: 2016
Creative Concept: Change Color,Game,Social Network
Type of content: Video case study
Language: English
Level: Market level - Changing the activity
Topics: Advertising