‘Planned for the unplanned’: Coca-Cola on resolving ‘tensions’ with ready-to-drink push
The drinks giant’s new partnership with Absolut is taking a different creative approach focused on easing a ‘tension’ arising in Gen Z and millennials.
Coca-Cola’s latest foray into the alcoholic ready-to-drink (ARTD) category started on London’s Clapham Common. The activation for the new Absolut Vodka & Sprite drink encouraged young adults to rip picnic blankets off giant billboards and ‘Hangout-of-home’.
Further highlighting Coke’s commitment to expand into the ready-to-drink market, the new campaign marks a shift in creative strategy for the drinks giant, which wanted to bring both the product and brand to life, rather than just talking about the product.
“Of course, as a new brand in the market a main objective is to create awareness and for that we always try to develop a strategy to follow the consumer journey,” explains Mariana Branco, Coca Cola’s ARTD category lead for Europe.
