The Situation: In bodegas, mini markets, and mom-and-pop shops all over the globe, thousands of unofficial versions of Coca-Cola’s branding have been defying the brand’s guidelines and best practices.

Brief: Strengthen the relationship with local markets and small shops by engaging with their local communities while also highlighting them to a broader Coca-Cola audience.

Objectives: Foster brand loyalty, strengthen community ties and amplify brand visibility through collaboration with local shops.

“Thanks for Coke-Creating" helped small businesses in a way they never thought possible. Moreover, it generated massive impact, garnering interest from top publications around the world such as AdAge and Fast Company, with a unique 3.78 billion reach, serving as a call to action to inspire everyone globally to continue Coke-Creating.

Coca-Cola's celebration of unofficial logo interpretations resulted in a 95% increase in positive brand sentiment, a remarkable 34% increase over Coca-Cola's social average, underscoring the profound admiration the local communities and the general audience had for the campaign, all while enhancing Coca-Cola's reputation and reinforcing its commitment to authenticity and inclusivity.

Interviews conducted with participants revealed that the project inspired shop owners to continue their creative expressions and fostered a sense of pride and ownership within their communities.