Context: Today, culture is moving faster than ever. In the driving seat are a generation who prioritize new-ness, exclusivity, and authenticity. Coca-Cola needs to create new reasons for young people to care about and connect to the 136-year old legacy brand.

Brief: Reinvent Coca-Cola through a future-proofed strategic platform that sits at the heart of youth culture, activated through new expressions and experiences that delight and engage Gen Z – authentic, unexpected, shareable. The solution needs to be grounded in product innovation and celebrate Coca-Cola’s iconicity, with the aim of increasing global brand engagement and recruiting more weekly drinkers.

Scale: Requiring a global reach and relevance, touching all major markets the brand operates in.

Coca-Cola Creations is a global experimental new platform that remixes and reinvents Coke through unexpected, limited edition product drops for youth audiences.

Each Coca-Cola Creation is inspired by a specific youth passion point or cultural moment, such as escapism, gaming, music, imagination or Anime. From here we build an unknown fantasy flavor that remixes Coke’s product and design a distinct visual world that remixes Coke’s brand – both offering fresh expressions of Coke’s iconic joy and uplift.

This is a new approach to brand building that fuses visual identity with campaign thinking and product innovation – and it has been built with the youth target audience in mind. By maintaining the cadence of limited edition product drops, the Coca-Cola Creations platform continually refreshes and reinvents the iconic brand to ensure it lives at the heart of youth culture, always delivering a new unexpected way to experience Coca-Cola.

In 2022, we designed and launched 5 Coca-Cola Creations, each remixing the iconic Coke product, brand, and script.

Starlight: Inspired by the spirit of escapism to find a Coke from outer space

Byte: Using the building block of gaming to create a Coke that looks and tastes like a pixel

Marshmello: A signature mix by one of the biggest names in EDM

Soulblast: In collaboration with Bleach anime series, giving fans a taste of the action

Dreamworld: Exploring the magic of the mind to unlock the creative imagination

Each packaging design captures the story in a single object. So that every Creation is unexpected, unique and hyper-collectable, yet still recognisably Coke.

The wider identity explodes out into a universe creating scalable impact, both physical and digital, for youth to discover, explore, and collect: Point of sale activations, immersive pop-ups, influencer boxes, clothing collabs, beauty collections, AR concerts, and more.

By reinventing and remixing the icon, we created new and unexpected ways to experience Coca-Cola. Placing the 136-year-old iconic brand back at the heart of youth culture.

- 7.3B global earned media impressions.

- 12.6 million new coke drinkers

- 30 country launch markets and 5 sold out releases.

- 75% bought Coca-Cola Starlight because of the packaging (China).

- 914M Views of influencer unboxing moments.

- 10x resale price on eBay.

- 5 petitions on change.org to bring back a product flavor.