Not every case needs a formal briefing, when a brand has a clear objective, as Coca-Cola has to attract the attention of Generation Z and foster a deeper connection with them, this opens doors for us to bring proactive ideas in real-time, especially having a social listening and insights team always with a sharp eye in trends. That's what happened with The Real Cokette.

Generation Z is known for its skeptical attitude towards traditional marketing. And there's no blaming on them, they've grown up in an era of fake news, fake influencers, and overly promotional content. That's why they look for brands that value authenticity and seek genuine connections.

So, as Coca-Cola has a firm positioning of being a brand that listens, learns, and evolves with this generation by engaging on their own terms, this was reflected in The Real Cokette.

Suddenly, Gen Z talked about a new aesthetic style on social media: Coquette, inspired by French rococó. Well, this already sounds like... Coke...ette, a coincidence used to foster two-way communication, amplifying Gen Z voices.

The Real Cokette, a simple post that has nothing simple about it. It created an online and offline ecosystem that not only put Coca-Cola on the spotlight but enhanced the conversation through a circular ongoing dynamic: The Coquette trend led to several posts, that led to the real Coquette post leading to the real coquette in stores and oohs.

The audience create content, filters, short movies and even using AI. Best of all, acknowledging the effort with comments congratulating the brand, at that point that Coke was the most commented brand on Facebook, Instagram and TikTok. And, as for the Cokette post, it was only the most successful digital content in the history of the brand.

Understanding Gen Z's skepticism towards traditional marketing, Coca-Cola opted for genuine engagement through social media, rather than conventional tactics. By leveraging data analysis and social listening, the brand identified trends resonating within Gen Z culture, facilitating two-way communication.

The chosen approach involved spotting and incorporating Gen Z-created trends, such as Coquette posts and memes, into brand communication. This not only showcased Coca-Cola's desire to engage with this target but also aligned the brand with cultural movements. Embracing this trend allowed Coca-Cola to capture attention and foster deeper connections, demonstrating active listening and evolution alongside this audience.

This strategy is highly relevant in the social media world, where authenticity and genuine engagement are paramount. By embracing Gen Z culture and incorporating their trends, Coca-Cola effectively navigated the social media world, building a sense of shared identity leading to more meaningful and impactful connections with our target.

It all started when Coca-Cola's data and social listening team monitored trends in real-time, identifying the Gen Z were talking about a new aesthetic style based on the French rococó all over social media.

Recognizing the opportunity, Coca-Cola swiftly engaged with the trend by creating a simple post with "The Real Cokette". The post quickly gained momentum, with Gen Zers actively participating and acknowledging Coca-Cola's effort. The engagement extended beyond social media, with bottlers organically joining the campaign.

Finally, Coca-Cola amplified the trend globally through an out of home campaign, real Coquette products and a partnership with Rappi Turbo, solidifying their presence and relevance in the cultural conversation.

For the Cokette post, we have more than 30 million impressions, 16,800 thousand comments, 550,000 plus interactions, an engagement rate of 17 percent.

Even the bottlers joined the campaign, organically. Without a doubt, we can say that The Real Cokette it is just the most successful digital content in the story of Coca-Cola.

A simple post that has nothing simple about it. The audience create content, filters, short movies and even using AI for Coca-Cola. And, best of all, acknowledging the effort, at that point that Coke was the most commented brand on Facebook, Instagram and TikTok, fulfilling the mission of becoming more relevant to Gen Z.