For teens, happiness is when they momentarily forget their insecurities. We identified that this feeling is enjoyed individually but is obtained collectively. Friends are the main highway for them to express themselves, to share dreams, and to change the day to day reality.

Coca-Cola will celebrate and enable teens true connections not only through its bubbles, its unique flavor and its optimism, but also through relevant online and offline experiences based on their affinity, passion points and interests.

Feeling "truly connected" is key for teens to build confidence and overcome fears and uncertainties.

Fortunately, there are many ways in which they can connect in a meaningful and real way. For example, through unforgettable experiences, through shared passions or through Coca-Cola moments.

The key was to become part of their world.

The idea to establish crossroads & true friendships among teens was an opportunity not only for Coca-Cola to be on their side with relevant messages, but also to create an environment that proves there are true friends all around.

We needed to address teens, and we did this through music. CD9 and One Direction were relevant bands for this target.

To ensure the relevance of our message, we told them stories of true friendship based on what mainly stressed our target. Web films directed by Academy Winner Dustin Lance Black, exclusive content from our assets, like CD9, One Direction or Chicharito started to generate interest.

Lastly, we needed to make it real, so we placed their idols at their fingertips with meet & greets, concerts for our followers, and contests through our own media platforms.

Teens started to talk about their stories and Coca-Cola connected with them.

After four months of an exciting journey creating and sharing interactive spaces for teens, the results were great.

Coca Cola re-engaged with teens, increasing recruitment and generating product trial, all of these through meaningful territories.

During the campaign we were involved in both local and global trending topics.

We generated overall 736,416 mentions that represented 55% of total Coca-Cola conversations in Mexico. We achieved 84 million impressions and reached out to more than 80% of teens in Mexico.

Our media partnerships strategy added value, making them want Coca-Cola’s original content on their platforms. MTV, Crackle and Televisa helped us deliver the True Friendship message. We achieved an outstanding added value ascending to USD 550.000.

Our brand equity key variables exceeded expected results.

After the campaign we increased 16% in Brand Love. Brand identification increased in 19.1%. Finally, consumption base was increased by 10% in teens, reaching 78.4% of them.