Coke Union
Challenge
Unlock new growth for The Coca-Cola company in the on-trade.
What we did
By exploring the cultural codes of premium drinking rituals, where cues of craft, authenticity, and sophistication matter, we redefined what soda could be in the bar environment. This approach allowed Coca-Cola to stretch into a new cultural territory, aligning with elevated drinking moments while retaining distinct separation from its core brand.
Outcome
For consumers, Coke Union provided an elevated, adult option in social settings where traditional soft drinks felt out of place. For Coca-Cola, it opened a new cultural and commercial space in the on-trade: higher margins, new occasions, and a broader brand footprint.
