Coca-Cola, an official Olympic partner, wanted to provide Korean youths with an once-in-a-lifetime Olympics experience. As many youths were unable to attend PCO due to time constraints and high cost, we decided to bring PCO to them instead, through the giant vending machine building and the cherishable ‘Coca-Cola Moments’ available within: it’s a 3 hour drives from Seoul to PyeongChang. Through this brand experience, we hoped that the PCO vibes could amplify in the city while emphasizing that an ice-cold Coca-Cola can be enjoyable even in the winter.

Our campaign objectives were to 1) increase Coca-Cola consumption 2) maximize engagement with youths and 3) strengthen brand loyalty by building a Coca-Cola drinking habit. One means to do so was our One Brand Strategy, through which we aimed to emphasize that Coca-Cola Zero has the same taste as the original Coca-Cola, even with zero sugar.

Coca-Cola’s Taste the Winter Olympics was open during PCO (2018.02.01-02.26) at Hongdae, a popular hangout spot for Korean youths.

In efforts to provide a one-and-only brand experience, each floor was meticulously planned.

- 0F: video tunnel and Coca-Cola heritage zone, igniting expectations for PCO

- 1F: well-decorated photo zones, reflecting the refreshment available at POP

- 2F: mini-Olympic games

- 3F: Perfect Serve Bar for ice-cold Coca-Cola (based on FGD finding that Coca-Cola tastes best after sweating from exercising)

- 4F: customized bottles with name/photo as memoirs

- To top it off, special events were held for special days (e.g. Valentine’s Day).

Further, our partnership with 1300K (MD shop) and restaurants allowed people to experience brand assets to a new extent, playing a pivotal role in offering an integrated brand experience. With influencers/celebrities enhancing media/social coverage and visitors sharing their experiences as well, Taste the Winter Olympics quickly went viral.

Coca-Cola’s giant vending machine was open during PCO (2018.02.01-02.26) at Hongdae, a popular hangout spot for Korean youths.

In efforts to provide a one-and-only brand experience, each floor was meticulously planned.

- 0F: video tunnel and Coca-Cola heritage zone, igniting expectations for PCO

- 1F: well-decorated photo zones, reflecting the refreshment available at POP

- 2F: mini-Olympic games

- 3F: Perfect Serve Bar for ice-cold Coca-Cola (based on FGD finding that Coca-Cola tastes best after sweating from exercising)

- 4F: customized bottles with name/photo as memoirs

- To top it off, special events were held for special days (e.g. Valentine’s Day).

Further, our partnership with 1300K (MD shop) and restaurants allowed people to experience brand assets to a new extent, playing a pivotal role in offering an integrated brand experience. With influencers/celebrities enhancing media/social coverage and visitors sharing their experiences as well, the place quickly went viral.