client

Coca Cola Canada

sector

Marketing

challenge

creative long-term unifying connection strategy

service

process co-creation

challenge

How can Coca Cola Canada connect to teenagers in a more meaningful way going forward?

The challenge for DesignThinkers Group was to help develop a long-term strategy for how Coca Cola could connect to teenagers in a more meaningful way. This was not simply about coming up with a new creative campaign: it was laying the foundation for a unifying Connection Concept across all of Coca Cola’s agencies to drive a longer-term, ongoing initiative with a target consumer segment.

approach

Implementing Process Co-Creation

Working together with Coca Cola, DesignThinkers Group proposed a ‘design sprint’. After conducting our own research into productive facilitation for these groups, we brought together 30 Coca Cola and agency participants and 20 teenage consumers that represented their 4 identified mindsets. By bringing these groups together and helping them bounce ideas off each other, the design sprint allowed all present to ideate a new unifying Connection Concept.

outcome

Finding that Creative Spark

Coca Cola’s teams developed their concepts to make a longer-term connection to the target consumer by practicing the design thinking method we laid out. Each team prototyped their concept and presented it to the Coca Cola executive team, sparking some great alternative thinking to drive the unifying concept going forward. The company was able to launch the new Connection Concept based on the strategy and outcomes of this design sprint.

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