Cannes Lions
MEDIACOM DUSSELDORF, Dusseldorf / COCA-COLA / 2003
Overview
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Execution
To increase brand relevance and stagnating consumer base Coke Light decided to integrate consumers into the brand communication programme. Based on the long-standing, successfully established brand icon "Coke Light Man" the target group was asked to participate in the election of the new Coke Light Man model. Consumers could participate by online voting or presenting themselves as candidates.
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