Coca-Cola Energy product launch

Photoshop & Illustrator*

Coca-Cola has always had uplift as part of its DNA, but the proliferation of highly-caffeinated options (Energy Drinks, coffee, etc) means that consumers no longer see Coca-Cola as their first choice when they need a boost.
Energy drinks have poor taste perceptions, generate fear around scary-sounding ingredients, and are predominantly marketed to and consumed by males (62%).
Coca-Cola has great opportunity to win in the Energy segment by delivering a differentiated product - with great taste, fewer & more natural ingredients, and inclusive and positive brand edge.

Objective:
Get 18-29-year-old “Boost Seekers” to seek out and purchase Coca-Cola Energy as they transition from work to play in their action-packed day by offering a category first - inclusive, positive energy with delicious Coca-Cola taste.

Deliverables/Mandatories:
Encourage trial of NEW Coca-Cola Energy propositions in small store in both the planogram & OOS.
Communication Hierarchy: 1. Product focus 2. Tagline 3. “The only energy drink with great Coca-Cola taste”
Guardrails: No marketing to minors, clear caution statements on communication and no images of consumption during/immediately after physical activity.

*Most of the artwork was repurposed from the US launch. New/Different POS pieces, headlines, and “new” bug were created/added to the Canada work.