CLIENT
The Coca-Cola Company
Whitney Arthur, Director, Shopper Marketing
Joseph Vizcarra, Group Vice President, Shopper Marketing
Melissa Boyer, Manager, Creative Activation
Curtis Steward, Vice President U.S. Sales Walmart Customer Team
AGENCY
Lauren Blass, SVP, Client Engagement
Carly Beard, Account Supervisor, Client Engagement
Sameer Badruddin, Strategy Director
Paul Rubino, VP, Group Creative Director
Candace Gebbia, Creative Director
Garret Bader, Manager, Marketing SciencesKirstie Cox, Analyst, Marketing Sciences
Amanda Maurutis, Senior Art Director
Juan Kurtzman, Art Director
Ilaria Fabbri, Senior Copywriter
SUMMARY
The overall soft drink category is growing, but there was an opportunity for Coca-Cola to recruit Gen Z shoppers who are drinking soda less often. Coca-Cola Starlight appeals to Gen Z’s hunger for exploration, and Walmart shoppers were the first to be able to purchase. Starlight launched at Walmart with omnichannel tactics including Walmart’s first-ever beverage pre-order which sold out in under 12 hours. The launch lead to strong category growth (+13%), fueled by Coke TM growth (+16%), with 1 in 4 Gen Z shoppers being new to the category.
