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.

Pio Schunker, svp of integrated marketing communications at Coca-Cola North America, put the effort into historical perspective for the brand this morning during an online presentation.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in