Coke Runs First All-Digital Effort, Focusing on Teens and Mobile

Beverage giant debuts multi-year initiative

Coca-Cola has emerged from an extensive round of teen panels and believes it knows what those kids want from the brand—fun, "snackable" digital experiences that center on mobile consumption over desktops. The beverage firm today unveiled "The AHH Effect" initiative with agency partner Wieden + Kennedy that will eventually include dozens of digital games and other content based on their recent research.