Coca-Cola Campaigns

Coca-Cola, one of the world's most recognizable brands, continually innovates with new marketing and product initiatives. To effectively disseminate these actions, we launched landing pages that centralized all campaign information into a single hub, enabling quick and efficient public access and information gathering.

I worked on developing some of these pages, including the Pronto pra Jogar? promotion featured on Big Brother Brasil 22, as well as the A Magia de Torcer and Descola e Cola promotions for the 2022 World Cup.

The pace at Coca-Cola is significantly faster than that of other clients. Keeping up with this fast environment without compromising on quality required innovative approaches to content creation and page design. Each promotion had its own unique features and key visuals (KVs), necessitating customization while maintaining a consistent brand language.

We started the creative process with a comprehensive and rigid application of our methodology. As time went on, we refined our approach, retaining only the elements crucial for the execution of Coca-Cola's iconic campaigns. Every campaign required sharp communication and precise coordination with development, regulatory, legal, and marketing teams. In this highly volatile context, marked by last-minute changes, overnight resolutions with significant project impacts, and substantial legal responsibilities to be reflected on the promotional websites, any misalignment could pose a critical risk.

To address these challenges, we implemented a replicable storytelling logic for the various promotions scheduled throughout the year. By modularizing the information, we enabled developers to seamlessly incorporate new details without redesigning entire pages. This approach ensured efficiency and consistency across campaigns.

Key elements of our solution included:

• Modular Design: Creating reusable components that could be easily adapted for different promotions.
• Consistent Storytelling: Developing a narrative framework that could be tailored to highlight the unique aspects of each campaign while maintaining brand coherence.
• Adaptable Templates: Designing templates flexible enough to accommodate unique features and KVs of each promotion, ensuring that communication and usability remained intact.

The modular approach and adaptable templates led to several key outcomes:

• Efficiency: Streamlined the development process, allowing us to keep pace with Coca-Cola's rapid campaign schedule.
• Consistency: Maintained a consistent brand language across diverse promotions, reinforcing Coca-Cola's identity.
• Customization: Ensured each campaign retained its unique appeal, preventing the pages from becoming mere copies of one another.

By creating a modular, adaptable framework for Coca-Cola's promotional landing pages, we successfully delivered high-quality, consistent, and engaging pages that effectively communicated the unique aspects of each campaign. This approach not only met Coca-Cola's rigorous standards but also set a benchmark for future projects with similarly demanding timelines.