Coca-Cola UK & Ire,
‘This One’s For’
In 2018, we launched "This One's For" – a year long social-first campaign for Coca-Cola aimed squarely at Gen Z to make Coca-Cola feel more relevant in everyday life and give a stronger reason for consumption.
The strategy was to position Coca-Cola as a reward for "micro-achievements" – small gains that help Gen Z edge towards a big goal in their lives.
In a proto-influencer co-creation strategy, we recruited a group of influencers who we knew the audience would connect with across the worlds of music, sport, gaming and fashion, including then-emerging music artist Raye, future Olympics star BMXer Kye White and UK surfing champion Lucy Campbell. The key tactic was to co-create staged social ads where the influencers were seen completing a micro-achievement and rewarding themselves with a Coke. They then followed up the ad with organic content on their channels talking about their micro-achievements and how they reward themselves in life.
The campaign culminated in the #CokeShredParty, as students put all the hard work behind them with the ultimate end-of-year event. Students were invited to tear up a year’s worth of notebooks, then tear up the dancefloor and reward themselves with a Coke.
They were also treated to live music from the some of biggest acts on the scene:
Jax Jones,
Raye,
Mabel and
Ramz.
Credits
Agency: Movement
Creative Direction & Strategy: Mark Freeman
Experience Director: Tim Ash
Design & Motion: Lewis Peat, Gia Varvarigou, Ryan Cheshire
Creatives: Mike Stone, Tom Shelton
Video Director: Mark Freeman
Video Producer: Sophia Ongley
Videography & Cameras: Simon Waldock
Shred Party Event Organizers: Create London