Coca-Cola UK & Ire,
‘This One’s For’
I led "This One's For", a year-long social-first campaign for Coca-Cola aimed at making the brand feel more relevant in Gen Z's everyday life and giving them a stronger reason to reach for a Coke.
The strategy positioned Coca-Cola as a reward for micro-achievements: the small wins that help you edge towards something bigger. In what was then a proto-influencer co-creation model, I recruited talent the audience would genuinely connect with across music, sport, gaming and fashion, including then-emerging artist Raye, future Olympic BMX medallist Kye White, and UK surfing champion Lucy Campbell.
The core tactic was co-created staged social ads showing each influencer completing a micro-achievement and rewarding themselves with a Coke, followed by organic content on their own channels about what micro-achievements meant to them personally.