Competition in the soft drink category is fierce. With the explosion of choices including waters, teas, sports drinks, etc. marketers need to pull out all the stops to gain critical market share. The #1 Brand in the world was gearing up for their biggest brand re-launch in two years.The challenge was to take a mostly static medium, and transform it into a full sight, sound and motion experience. We wanted consumers to reach through their computer screens and grab a cold can of Coke. The standard Internet campaign would not work. We had to re-write the rules!