Over the years we’ve done more work for Coke than you can shake a drinking straw at.
In one study we check out how the growth and potential impact of supermarket own-label colas would affect the brand.
Having explored the phenomena across the globe, we came back with a strategy and tactics based on insights into how housewives negotiate the trade-offs of giving their kids what they want set against balancing their weekly budget.
In the States we found plenty of housewives who gave their kids own-label, but kept a stash of the real stuff for herself and her hubby! Despicable! Quite apart from developing ads that shamed mothers into giving their kids ‘The Real Thing’ we also helped shape a strategy that powerfully asserted that Coke would not lower itself to compete with own-label alternatives, thus preserving its superiority within the shopper’s eyes.
