- ClientThe Coca-Cola Company
- ServicesResearch, Strategy, Copywriting, Merchandising Development, Brand Activation
In order to adopt a more localized branding strategy, Coca-Cola worked with Dedica to pilot a national POS merchandising campaign aimed at connecting the brand to everyday moments and real life experiences with local consumers and markets. Dedica was tasked with researching and chronicling the lives of the brand’s core target demographics — millennials, and local residents — in their everyday moments and routines. The design execution was then strategically developed based on our research findings and key learnings from focus groups combined with shopper marketing insights and positioned to visually showcase the integration of the brand into everyday local life experiences while resonating with consumers and encouraging social media engagement.