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.