The concept was to put the word “curious” on curtains that opened to reveal the new Vanilla Coke. The “curious curtains” were kept draped over the posters and hoarding to stir curiosity and only after a week were they parted and tied back to reveal the new product. The bus shelters ensured that curiosity was experienced across the country, whilst the 43m shopping centre hoarding provided impact and magnitude on a huge scale by spanning an entire pedestrian walkway.

The launch campaign achieved 94% target awareness within the fist month. Furthermore, Vanilla Coke delivered twice the expected sales during the 2 months of launch. The positive sales performance of the launch also contributed to the highest market share for the Coca-Cola portfolio in two years.