Cannes Lions

Coca-Cola Kokoshnik

ARK CONNECT, Moscow / COCA-COLA / 2019

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Overview

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Credits

Overview

Background

Non-Alcoholic-Ready-to-Drink category was back to declining dynamics after 2017 growth: -11% in H1 2018. Coca-Cola and Pepsi both increased investments in 2018. Pepsi increased SSD weights and reduced others focuses (+11% TRP’s Pepsi vs + 6% Coca-Cola)*. Challenges: - grow business in a difficult socio-economic environment, within stagnating SSD category. - Illuminate Coca-Cola’s sponsorship among others, particularly Bud, that dramatically increased media investment. *MediaScope Media Intelligence. Since 1978 football has been one of the most important Coca-Cola connection points with consumers. Driving teens’ recruitment and increasing consumption frequency among broader audience were strategic priorities for Coca-Cola. To compensate high spending on brand owned activities (FIFA Fan Fests, Public Viewings, Trophy Tour) we had to find a solution to hack the media landscape and appear in every news block. We decided to use our guests as our media via simple but effective tool - distribution of reinvented kokoshniks among football fans.

Idea

Historically, Russians turn to national symbols during challenging times. Hosting the greatest football event was definitely a challenge.

Russian icons, matreshkas, bears, balalaikas are perceived as souvenirs for tourists but they lack any national meaning for Russians.

That is why to support football fans and Russian national team during 2018 FIFA World Cup RussiaTM Coca-Cola reinvented a traditional headdress which was forgotten by Russian youth and foreigners.

KOKOSHNIK is a traditional Russian headset. From old times it was the symbol of festive mood and positive energy. Being a part of a national costume a kokoshnik was cherished and passed through generations with pride.

Coca-Cola Kokoshnik’s phenomenon spread across the country and attracted people in no time. Media picked up the kokoshnik trend. Over a hundred different brands adopted our Kokoshnik and used it in their communication.

Kokoshnik has truly become the unofficial symbol of 2018 FIFA World Cup RussiaTM.

Strategy

Non-Alcoholic-Ready-to-Drink category was back to declining dynamics after 2017 growth: -11% in H1 2018.

Coca-Cola and Pepsi both increased investments in 2018. Pepsi increased SSD weights and reduced others focuses (+11% TRP’s Pepsi vs + 6% Coca-Cola)*.

Challenges:

- grow business in a difficult socio-economic environment, within stagnating SSD category.

- Illuminate Coca-Cola’s sponsorship among others, particularly Bud, that dramatically increased media investment.

*MediaScope Media Intelligence.

Since 1978 football has been one of the most important Coca-Cola connection points with consumers. Driving teens’ recruitment and increasing consumption frequency among broader audience were strategic priorities for Coca-Cola.

To compensate high spending on brand owned activities (FIFA Fan Fests, Public Viewings, Trophy Tour) we had to find a solution to hack the media landscape and appear in every news block. We decided to use our guests as our media via simple but effective tool - distribution of reinvented kokoshniks among football fans.

Execution

We had a limited territory to carry out the campaign: FIFA FAN FESTIVALs and official zones of public viewings. Kokoshnik was the tool to engage guests with the brand. Kokoshnik provided a tremendous opportunity for a large number of contacts.

Kokoshnik had a bright, attractive design with 2018 FIFA World Cup symbols.

We gave out kokoshnik as a gift for participation in activations and for the purchase of Coca-Cola drinks. The kokoshniks put the guests in the festive mood and prepared them for supporting their favorite teams.

The fans shared photos with kokoshniks in social media as the proof of presence at the great event! The traditional Russian hat with a new Coca-Cola design gained fans’ love immediately.

Timeline - June 13th,2018 (Pre-opening) - July 15th, 2018 (Final match)

Scale - With 600 000 pieces we hijacked social media, national and international TV, offline events, even other brands communication strategies.

Outcome

Business results:

Sales at FIFA FAN FESTs: 100 350 bottles (+150% to the plan).

+0.3 P4W

Brand results:

Coca-Cola became #1 brand in media mentioning & the most known brand among sponsors of 2018 FIFA World Cup Russia.*

Mass emergence of kokoshnik trend (including non-branded) among fans.

More than a hundred different brands adopted Coca-Cola Kokoshnik and used kokoshniks in their communication (KIA, Beeline, Burger King, Sberbank, Alfabank, Megafon, Knorr, Re: Store, etc).

Significant coverage across the globe:

0,2 bln of media contacts + 400% of plan.

25 mln impressions in social networks + 250% to the plan.

Brand relevance +3 points.*

Coca-Cola became the most likely to choose drink for football – The campaign increased preference towards brand consumption by +13% in comparison with the first half of 2018.*

*Brand General Score.

Brand interactions with target audience:

8 mln visual contacts.

800 000 people participated in Coca-Cola brand activations.

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