Taste the summer
The most refreshing summer of your life, brought to you by Coca Cola.
Closely aligned with Coca Cola’s new global tagline “Taste the Feeling”, the “Taste this Summer” campaign, targeted young people, aged 18-24, who have a genuine thirst for communication. Since this really translates into smartphones and extra gigabytes, we came up with a contest that featured a very user-friendly mechanism—i.e. finding and posting online a unique number found on Coca Cola bottle caps—as well as integrated multiple digital media and packaging. During the 11-week activation period, there were 27,691 unique entries, over 1,900 photos were uploaded to the site and more than 10,000 mobile phone and internet packages were awarded.