RAPID INSIGHT, SHARP STRATEGY AND CROSS-PLATFORM INNOVATION IDEAS TO HELP THE WORLD’S SECOND LARGEST BRAND ADDRESS ONE OF ITS MUST-WIN BUSINESS BATTLES.
Enjoyed by 44% of households worldwide, Coca-Cola is the second largest brand in the world. The Partners New York was invited by Coca-Cola to be part of a best-in-class agency team, partnering an internal team on a programme to create innovative strategies to address one of its eight strategic, must-win business battles. As part of this innovative process, we worked to a lean, start-up process of rapid insight, idea generation and minimum viable product testing within a four-week cycle.
STRATEGY & INNOVATION
Our brief required us to quickly understand and adopt the mind-set of global teenagers, in particular Chinese teens. Our approach was to work closely with the insights team at Coca-Cola to understand existing research while simultaneously recruiting our own focus groups of target consumers and conducting rapid research with them.
Based on the insights gleaned, we created a series of innovation ideas – ranging from product, to digital, to experience, each true to the brand but responding to a specific audience need and product truth.
20+ initial ideas were reduced to six that were developed in detail and then prototyped for minimum viable testing (which we conducted with our focus group audience).
The ideas were refined following the research with the strongest presented to brand leaders at Coca-Cola. One of these ideas is now moving forward toward a pilot in 2015.