Coca-Cola TM, one of Australia’s most iconic brands, was losing its cool with teens.

64% hadn’t drunk a Coke in the past 4 weeks. (Source: B3Sept 3MMT)

We needed to do something big.

Teens told us the brands they love all use colour to help them make a statement about who they are.

But Coke was everywhere, for everyone and always red.

We pitched an idea so brave it had never been done anywhere in the world.

We changed the colour of Coke by launching a new range of limited edition multi-coloured cans that teens could collect, play with and share.

The coloured cans became the summer’s must have item.

8.75 million cans were sold - 27% above forecast.

Over the 5 month campaign period, teen consumption of Coke increased by a staggering 7 percentage points (vs the previous 5 months).

838,428 codes were unlocked (800% above target) - not bad when you consider there are only 1.7m teens in Australia!

We garnered over 47m earned impressions on social, as well as the no.1 trending hashtag globally for a day.

By unlocking a world full of colour, Coke achieved its goal of reconnecting with a whole new generation of teens.

We transformed teen environments with hand-painted murals, pop-up installations, interactive posters dispensing cans and even a giant arcade game.

We worked with celebrities, Instagram stars and bands to help leak our little secret…

The coloured cans were, in fact, readable codes.

Every possible combination of the six new cans was a different code that unlocked colourful one-off experiences, games and content as well as some unbelievable prizes.

Through world-first image recognition technology housed within our mobile site, teens just had to take a picture of the cans, or any of the ads, to discover this new world of colour.

It was the start of a ground-breaking campaign designed to help teens express themselves and discover a world full of colour by turning every touchpoint into a unique code that unlocked some amazing experiences.

To spread the word to teens, we had to change the way we spoke to them.

We used digital and social media to seed over 60 pieces of shareable content.

Before the cans started appearing in stores, teen bloggers were given a sneak peek and shared their excitement with fans.