Tyler the Creator for Coca-Cola

Working with the Wieden & Kennedy team to plan for Coca-Cola in 2021 we received the brief that Coca-Cola were losing share amongst Gen Z in the UK vs. Pepsi who were aggressively marketing their taste credentials in a much more youthful and culturally relevant way.

Whilst older generations have alot of memory links to Coca-Cola from hangovers to Happiness, we needed to communicate to them that indescribable first taste of Coca-Cola taste as well as making a move away from classic “ads” to hone in on Gen Z media behaviours, what they care about and where they buy it (the cornershops).

Partnering with Tyler the Creator the team created a social media first campaign with a 2 minute long ad reflecting Tylers aesthetic and specially written song alongside visuals that link to interests like gaming and dancing.

Tyler later released the song on streaming services.

The campaign reached publications such as Dazed, NME and Pitchfork.