Coca-Cola “Real” Rebranding
What we did
Coke’s sales were in decline as the brand had become out of date and completely irrelevant to the coveted youth market–who associated the drink with polar bears. Michelle was one of the lead Creatives on Berlin Cameron’s pitch team, which came up with the insight to link Coke’s legacy of authenticity to a growing cultural desire to be real and genuine. Michelle’s work positioned the soft drink as the hero of everyday situations, showing timeless truths that reminded everyone of the place the iconic brand has held in their lives. The resulting “Real” campaign, with its new attitude and updated feel, not only wrestled the account from longtime Coke agency McCann-Erickson, but struck a chord among its target, reconnecting the brand to today’s youth.