Coca-Cola The Original: The Original Way
We completely transformed a 100 year old classic brand.
Transforming a beloved 100-year-old brand
As one of the biggest and most beloved brands in the world, Coca-Cola can be found everywhere. But this success had a downside: Although it’s consumer’s number one choice for taste, it was often more associated with fast food than quality food. Coca-Cola partnered with Lure to completely transform brand perception in Germany though a long term program of campaigns we created: The Original. The original way.
Earning partners rather than buying testimonials
We focused on telling the stories of Germany’s top chefs and bartenders, aligning their unique creations with the classic flavor of original Coca-Cola. This method of attracting audiences through organic partnerships was an entirely new and credible approach for the brand. Allowing them to reach both their regular and HoReCa consumers simultaneously.
The largest OOH in Coke’s history (and there’s more)
In addition to its vast reach Germany-wide, the OOH and print campaign took a unique strategic approach. By individually placing campaign motifs within a 2km radius of the restaurants featured, we added a layer of authenticity. In combination with a new visual approach, we were able to underline Coke’s quality and heritage as a true original.
A groundbreaking documentary series
We created 11 individual 10-minute episodes of The Original Way: our German documentary series screening across YouTube, Amazon Prime, In-Flight Entertainment, and Cinemas across the country. With this series we were able to proudly set a new standard for branded content.
Real taste in real time
Bringing people together is so deeply rooted in Coke’s DNA it made perfect sense to incorporate an experiential element to the campaign. By creating a traveling food festival we were able to connect consumers across Germany with the original dishes featured in our series, and the chefs who created them, over an ice-cold Coke.