THE URBAN LIST x COCA COLA

The Challenge: With the soft drink category down 20%+ and increased competition for market share, Coca-Cola needed a strategy that not only delivered cut through, but also delivered strong product adoption and advocacy for its new product—all in a tight, seasonal timeframe.

The Objectives: Drive awareness and trial of Coke+Coffee new flavour.

Strategy: Embed Coke+Coffee in millennial foodie culture, and harness influence through UGC and venue alignment.

Solution: For the 6-week campaign, The Urban List teamed up with 8 venues across Australia to create bespoke on-premise collaborations integrating the product as an ingredient (eg. Butter, Sydney - triple layered chicken slider with Coke+Coffee sauce). The campaign was launched with high impact video to promote the collaborations, always-on social, targeted display and retargeting, and wrapped with a 300pp event, bringing together all collaborations from the campaign under one roof.