Coca-Cola European Horeca Path To Purchase
Brand Marketing – Creating the European Horeca Brand Marketing and Outlet Execution Plan
Challenge
For the launch of Taste The Feeling, Coca-Cola’s global ATL strategy, Golley created the strategic plan that embodied the European brand marketing and outlet execution.
The brief was to scope and define key ‘Socialising’ occasions to fit with the brand’s Coca-Cola Glass Icon imagery and bring them to life through a digital path to purchase strategy which engaged with consumers and drove deliberate choice to visit venues. Once at venue the job was to create assets that supported the outlets to enhance the journey and connect with customers, driving positive brand experience and increasing repeat visits and spend.
Solution
We defined the ‘ideal’ digital path to purchase (Transition, Impulse & Destination) for HoReCa and mapped 10 ownable new mini-occasions. We translated the global iconic campaigns into relevant messaging for the channel and developed a communication strategy for every moment in the venue at each stage of the customer journey, as well as creating the consumer-facing headlines. The toolkit was created with a strategic set up which backed up the commercial plan, and global insights were created for in-market venue support, including social media guides and in-outlet assets.
Results
We created a full 150 page strategic European toolkit, including venue and bar owner guides and activation ideas and linked to the asset library. It was received and adopted by all WEBU countries, with Spain’s Marketing Director heralding it as Best in Class HoReCa adaptation of the ATL strategy.