COKE LIFE LAUNCH
CAMPAIGN

Deliverables:

> Branding
> Product Activation
> Marketing Campaign
> Design Strategy
> Advertising

Created as part of a competition brief set by IMA-Home where we were tasked to create a launch campaign for an environmentally conscious product past or present as if it has only just been released. I was chosen as the winner and subsequently took part in a month long internship at IMA-Home.

A large portion of this project was to assess what Coca-Cola did wrong when marketing this existing product in 2013, and see where I could change the campaign to better launch the product itself and the environmentally friendly direction Coca-Cola Life would take the company.

THE PROPOSAL

To fully explore the launch in all dimensions, I devised a comprehensive campaign from a single concept. A complete re-branding to the whole company to match the new direction they are taking. Transitioning from the iconic 'Coca-Cola Red' to 'Life Green' – simply put, "What if Coca-Cola was actually green?"

The launch will be centred around the Coca-Cola Life shade of Green (#567e44). A simple and all-encompassing change in direction from the standard Coca-Cola Red.

This transformative shift in the company’s image would be dramatically revealed during the annual Coca-Cola ‘Holidays are Coming’ Christmas advert being hijacked by ‘Life Green’ – igniting a viral buzz prior to a nationwide product launch for the rest of the campaign to follow.

The campaign would align with concrete measures taken to reduce Coca-Cola's carbon footprint, including the adoption of the more environmentally friendly sweetener used in Coke Life, and the cessation of any activities involving the exploitation of water from local communities for factory operations.

For future marketing strategies, an 'Extreme E' sponsorship would be pursued to rival Red Bull's success in F1 while still maintaining a strong environmental focus. This would include creating a new team akin to Red Bull Racing, and putting the Coke Life branding on the eco-friendly ship that is used throughout the tour of the world.

This sponsorship would serve to enhance brand visibility and promote the sport, whilst simultaneously pushing the company’s eco-friendly ideals. Being front and centre on the electric vehicles, and environmentally-friendly cargo ship that will be periodically parked around the world for all to see during the Extreme E season.

GEORGE TAVERNOR

GRAPHIC DESIGNER & PHOTOGRAPHER (based in Vancouver, BC)

ABOUT

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GRAPHIC DESIGNER & PHOTOGRAPHER
(based in Vancouver, BC)