Coca-Cola The Original. The Original Way.


As a direct result of our Effie Award winning strategy and executions, we transformed Coca-Cola’s brand perception in Germany: Shifting its association from fast food to quality food by emphasizing its heritage as a true original, transforming its market share from -3%  to a +6% as a result of our work.


Coca-Cola, one of the world’s largest and most cherished brands, can be found everywhere. However, this success came with a drawback: despite being consumers’ top choice for taste, it was often more associated with fast food than quality food. Coca-Cola partnered with Lure to entirely transform brand perception in Germany through a long-term campaign we created: The Original. The Original Way.

Cultivated partnerships instead of paid testimonials

Our focus was on sharing the stories of Germany’s top chefs and bartenders, connecting their unique creations with the classic flavour of original Coca-Cola. This innovative approach of engaging audiences through organic partnerships brought a fresh and credible perspective to the brand, allowing them to reach both their regular and HoReCa consumers simultaneously.

The largest OOH in Coke’s history (and more)

Beyond its extensive reach throughout Germany, the out-of-home (OOH) and print campaign adopted a unique strategic approach. By individually placing campaign motifs within a 2km radius of the featured restaurants, we added an element of authenticity. Paired with a fresh visual approach, we successfully highlighted Coke’s quality and heritage as a true original.

A pioneering documentary series

We produced 11 individual 10-minute episodes of The Original Way, a German documentary series showcased on platforms such as YouTube, Amazon Prime, In-Flight Entertainment, and cinemas across the country. With this series, we proudly set a new benchmark for branded content.