A refreshing perspective on a familiar brand. Coca-Cola

Challenge

Ignite investor interest in a familiar brand during a time of market scepticism.

Insight

We understand that brand values carry much more resonance when expressed and associated with people we admire.

Solution

Coca-Cola, one of the world’s most iconic brands, wanted to re-affirm the company’s marketing strategy to 3,000 key shareholders.

We created a one-day experience at New York’s Madison Square Garden Theatre. The fully immersive, multimedia experience brought to life Coca-Cola’s heritage, brand values, ongoing success, marketing power and relationships.

Shareholders were treated to live musical performances, with special guest appearances by Muhammad Ali and Donald Sutherland. Pre-recorded messages on huge LED screens featured luminaries such as Nelson Mandela, Tiger Woods and the New York City Mayor, Michael Bloomberg.

The event proved a powerful and memorable showcase of the company’s global heritage and power to connect.

Results

After addressing the concerns of the investment community and revealing its future strategy in such powerful and dramatic way, Coca-Cola’s share price rebounded quickly on the New York Stock exchange.