Coca-cola Design & Branding COCA-COLA ARCTIC HOME by Turner Duckworth London

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COCA-COLA ARCTIC HOME

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Industry Soft Drinks
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth London
Illustrator Darren Whittington
Released November 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: THE COCA-COLA COMPANY NORTH AMERICA
Product/Service: COCA-COLA
Agency: TURNER DUCKWORTH
Agency: TURNER DUCKWORTH
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Creative Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Butler Looney (Turner Duckworth: London & San Francisco)
Illustrator: Darren Whittington
Coca-Cola Design Direction: Pio Schunker (The Coca-Cola Company North America)
Coca-Cola Design Direction: Frederic Kahn (The Coca-Cola Company North America)
Media placement: Coca-Cola Arctic Home Fridgepack - Supermarkets - November 2011
Media placement: Coca-Cola Arctic Home 12 Oz Can - Supermarkets - November 2011

Describe the brief from the client
Coca-Cola and World Wildlife Fund (WWF) joined forces in a bold new initiative to help protect the polar bear's Arctic home. Coca-Cola committed up to $3m to WWF's conservation efforts, and planned an 'Arctic Home' campaign to achieve the following:
- Increase brand love
- Provide retail excitement for winter months
- Demonstrate Coca-Cola’s commitment to 'Live Positively'
- Stay at the forefront of marketing innovation
To galvanise fans to help donate, Coca-Cola turned its iconic red cans white, and partnered with us to create the visual graphics that informed the packaging and campaign identity.

Describe the challenges and key objectives
Our goal was to bring awareness to the Arctic Home cause and invite consumers to join Coca-Cola and WWF in helping to protect the polar bear by featuring its image prominently on packaging. The graphics would be applied to all Coca-Cola packaging SKUs.

The visual language from the packaging served as the inspiration for a full-scale, deeply integrated marketing program that reached consumers through a wide array of inspirational and educational touch points. It also extended to other brands within the portfolio to demonstrate Coca-Cola’s commitment to the campaign.

Describe how you arrived at the final design
The familiar red can background was replaced with an all-white panorama, highlighted by the iconic Coca-Cola script printed in red. The eye-catching cans featured the image of a mother bear and her 2 cubs making their way across the Arctic. The complimentary red can featured the same illustrations on a red background in celebration of the holiday season. We then extended the concept to a range of packaging, including the fridge pack.

Give some indication of how successful the outcome was in the market
• Coca-Cola Brand Health measures are up vs YAGO.
o B3 'Brand Love' up (December 11 3MMT vs YAGO): Total Population: 'Brand I Love' +1.5ppts,* 'Is Very Refreshing' +2.7ppts,* 'For Someone Like Me' +2.9ppts* (* indicates statistically significant)
o Coca-Cola Volume and share up vs YAGO Nielsen (Total US Outlets)
• Dec Vol: Coca-Cola brand +2.7%, Pepsi: (-4.8)
• Dec Share: Coke +0.6, Pepsi (-0.3)
• Increased customer programme take-rate of 9% YAGO (launch through Dec wk 4)
• After year one, consumer text and online donations, plus Coke’s matched donations, totaled an additional $2.18m to WWF.
• Social media sentiment went from neutral to positive and is generating buzz; over 45,000 social/digital mentions since launch.