We started by acquiring two existing shows that were popular with mums and creatively built Coke into their broadcasts format to ensure Coke’s brand values of togetherness, family bonding and joy connected and came through.

We negotiated agreement to modify the overall concept for the shows, developed scripts, introduced much higher food presentation standards and designed opening and closing titles, scrolls, PIPs and break bumpers - ensuring the shows were distinctive and “Coke-like”.During Ramadan we expanded the portfolio of channels and leveraged influence on other broadcasters to create three new Coke customised shows, while picking up sponsorship of another one. These shows catered to specific demographic segments within our target audience. In one, we invited celebrities to enjoy ‘Iftaar’ [meal that breaks the fast] with their friends and families, attracting a younger audience. In another, we introduced special occasion episodes and focused on recipes passed down through generations.

Our strategy resulted in 36% sales growth of the 1.5 litre PET bottle in 2008.The brand image indicator of “Coke Goes Well With Food” increased by 20%, while “Is a brand that makes family times better” went up 18%.

We delivered a hard cash value of $334,197 to our client, for no cash investment on their part.“The Coke and Meal platform has been very successful. The initiative for using Cooking shows has helped us deliver the right message effectively and efficiently. This is now considered a best practice.”Aaminah Saeed, Brand Manager Coca-Cola Pakistan & Afghanistan.