COCA-COLA: ORANGE VANILLA LAUNCH @ FINAL FOUR 

Challenge: (1) Develop an engaging consumer experience during the 2019 NCAA Men’s Final Four to promote the launch of Coca-Cola Orange Vanilla. (2) Design an innovative fan environment that authentically integrates Ritz Crisp & Thins’ and Coca-Cola as the perfect pairing to drive consideration of their new flavor portfolio offerings. 

Insight: The Final Four isn’t just about sports – today’s fan is multi-dimensional. They desire branded experiences immersed in culture, art, and music, and are drawn to brands that foster creative self-expression. Similarly, 61% of soda drinkers crave spontaneity and something to break up their normal routine.

Solution: We brought Coca-Cola Orange Vanilla to life using cultural touchpoints at every sampling location. We included live art installations, interactive photo sets, music and social environments to amplify the “spontaneity” messaging behind Orange Vanilla. We also designed a ‘playground of flavor’ allowing consumers to experience Coca-Cola and Ritz Crips & Thins in totally immersive and socially shareable photo environments.