ARE YOU READY?

THE COCA-COLA COMPANY

The Alcoholic Ready to Drink (ARTD) category has global momentum and TCCC is on a mission to take a lead role in its growth – with a vision to Refresh the World with a suitable drink choice for every hour of the day.

ARTD is an emerging category, with global markets at different stages of the journey. TCCC wanted to assist markets by providing guidance and an inspirational playbook on how to the position, activate and navigate the category across the retail eco-system, to create cut through with an audience on autopilot, suffering from beer inertia.

‘Are You Ready?’ is a campaign platform idea grounded in the product. A rallying cry and cheeky provocation empowering ‘Vibe Seekers’ LDA-34, to seize the moment.

‘Grab Life if Full Flavour’ provokes and speaks to elevating and living in the moment with enhanced flavourful experiences.

A Vis ID and suite of graphic elements were developed, the chevron becoming a powerful device, used in disruptive ways across static and digital applications, to intercept and direct shoppers.

We introduced sub-category navigation for a TA ready to ‘shop for a feeling’ in a self-aware way for a drink that will enhance the experience and ‘the vibe’ of the occasion.

The final Playbook provided markets with inspiration, a flexible, modular and versatile design system, with a focus on at shelf and chiller solutions, to adapt and scale across fixtures, and ways to create impact and disruption across the shopper journey.