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The Maverick Group has used the following skills/services in the project.
The Challenge
In a saturated landscape of CSR commitments and intense media scrutiny, everybody is looking for major corporations to do more. We needed a new approach to win back the trust of consumers, take responsibility and show real progress.
An approach with endless longevity, breadth, potential to evolve and grow – not a campaign, but a mindset to drive progress inside and outside the business. Never Settle is a powerful expression of what Coca-Cola stand for as a global brand. To show that they are about more than drinks. To develop the first consumer facing corporate reputation campaign in 26 markets across Europe. To build lasting trust and credibility amongst consumers and its actions as a company. To define and communicate their purpose and point of view in three areas – water, waste and people. All executed through a new disruptive, yet humble tone of voice, visual style and identity.
The Insight
Today’s consumers expect more from corporations. Sustainability is one of the most relevant and emotive topics in today’s landscape. 70% of consumers believe that corporates should be doing more for the social and economic conditions of their marketplace.* They expect even more from market leaders, they expect a purpose.
*Edelman Trust Barometer 2017
The Solution
Never Settle is a way to frame and define Coca-Cola’s purpose, while showing the world what they’re doing for good. While the world obsesses over the problem, they are stepping up with solutions.
Never Settle replaced the short-term campaigns with a long-term meaningful message platform. It is much more than a campaign, it’s a cultural shift adopted worldwide – to Never Settle.
Never settling is an impatience to do more, do well and do good. This core thought connects up a global point of view with multiple local projects on the ground. Focusing in three areas where the company can have the most positive impact – water, waste and people. To show the seriousness of Coca-Cola’s intentions we needed to bring to life a brutally honest admission: ‘It’s not enough to make drinks. We need to make a difference’.
Across a series of films, social posts, PR and out of home we created a pool of content. We helped Coca-Cola find the stories and projects that best represented Never Settle’s purpose, working with them to define their most compelling content which would resonate locally, using key messages and proof points. We developed a diverse range of integrated assets which set the strategic and creative direction for local markets. Then we explored opportunities beyond film and social, to amplify the messaging through influencers and activations.
Results
