Results and Effectiveness

Through its youth-led movements, Coca-Cola saw a huge leap in engagement with teens.Caloy instantly gained 5,000 new followers per campaign on his fan page and for the first time, Coke broke into the To-10 favorite youth brands. Through surveys, statistics depicted Coke being deemed ‘Worth what it costs’rose 43%, while in other categories - ‘For someone like me’ increased by 7% and ‘Fits my budget’ increased by 28%. Overall, all these translated into brand preference rising by 9% and a 40% spike inteen’s daily consumption, thereby proving that teens had fallen in love with Coca-Cola again.

Creative Execution

To forward Coke’s culture, Caloy, President of Happiness listened to what teens want through social media and made these happen through his “decrees”. His co-created “decrees” were covered in Coke Happy News segments which aired in primetime news, a breath of happiness amidst bad news. Besides decrees like Free Coke Day, Caloy inspired teens to express themselves through exclusive Coke-Bench apparel and fashion show. In schools, Caloy asked teens to co-create and co-direct their dream concert with him. A 12-hour long concert featuring local music icons and Craig David. Theconcert capped off with a 3Dbuilding projection, a larger than life storytelling on how Coke became part of every Filipino’s life. Caloyled initiatives on Mother’s Day for youths, helped them with summer jobs and visited Filipinos during meal times. He will continue to carry out“decrees” throughout the centennial to unfold more Coca Cola moments of happiness.

Insights, Strategy and the Idea

Coca-Cola’s centennial celebrations in the Philippines could not have come at a worst time. Over the years, Filipino teens have begun distancing themselves fromCoke,ascheaper,more youth-oriented, and more vibrantalternatives appeared on the scene. As such, Coca-Cola was losing its “drink of choice” status, which it first establisheda century ago. To rekindle the love affair Coke previously had with youths, the brand appointed one ordinary teen to spearheada series of movements to empower youths – the Coca Cola President for Happiness. As President of Happiness, the Coke ambassador’s task was to co-create happiness with teens through passions whichmattered to them – fashion, music, fun, and family.