Coca-Cola Innovative Marketing

Building on new behaviors with a timeless brand

  • Problem

    Coca-Cola was losing relevance with younger audiences, seen as old and out of touch.

  • Insight

    Back in 2012, second-screen viewing was exploding. We saw an opportunity to meet this behavior with something unexpected and interactive.

  • Solution

    As digital/social strategist, I helped bring Coca-Cola into the game with Polar Bowl: a live stream of the brand’s Polar Bears reacting in real time to the Super Bowl. We built the experience like a live broadcast, with scenario planning, content triggers, platform orchestration, and community engagement.

Results

The campaign carved out a new space for digital, real time advertising with unprecedented results:

9M

users engaged in livestream

28 min

avg time spent on livestream

Behind the scenes in the Polar Bowl “war room” (I’m on the lower left)

+2,067%

brand buzz vs previous year

Influencer + press kits with scarves “paw-knit by polar bears” (AKA me - yes I really did knit 60 scarves for this)

Additional Recognition

  • 5x Cannes Lions

  • 2x ANDYs

Team

Strategy: Yours Truly
Creative Agency: Wieden + Kennedy