Exploring creative potential
Coca-Cola wanted to understand the future potential of their new campaign idea to tailor it to a more teenage audience. The project was led by the brand team in Argentina and involved three other Latin American countries.
Research was needed to specifically explore, through the creative work, the extent to which a big brand like Coke could have a more intimate teen relationship with individuals, built around its ‘optimism' positioning. If the core idea resonated with teens, what was the impact on the perceptions of Coke as a brand?
Talking to teenagers
Due to the amount of creative work to review, a ‘virtual-gallery' quasi-website was created for the first campaign, presented on laptops in an Internet Café-like atmosphere, to allow teens to review the body of work in friendship pairs. They then reconvened as a group to collectively discuss their findings and reviewed stimulus material for the potential second campaign.
Teen insights for future direction
Headmint decoded feedback and created insights to build on the positives within the idea, to help understand from a teenage perspective, how far it can be taken in the second phase, in order to give clear creative direction to the communication partners.
Research outputs were translated directly into a second campaign by the communications agency in Argentina. The research achieved simple, but not simplistic, insight around the teen perspective on ‘optimism', which could be translated into more teen-centric communication.
Consensus was reached within The Coca-Cola Company on how the campaign was working and how it could be developed for a teen audience. A clear future direction was set for the creative department in the communications agency that was understood and grasped.