The Original. The Original Way
Event Production
Event Series
Influencer Marketing
Out of Home Advertising
Sales Promotion
Web Series
Project Overview
In the booming German AFH market, growing annually by over 10%, Coca-Cola faced a 3% decline, hindered by its strong association with fast food rather than the cherished, unique food experiences. Coca-Cola partnered with Lure to entirely transform brand perception in Germany through a long-term campaign we created: ‚The Original. The Original Way.‘
Details
Through our Effie Award-winning strategy, we repositioned Coca-Cola within Germany, celebrating its status as a true original. We shifted its image from fast food to quality food, resonating with food lovers' values by emphasizing its heritage as a true original, transforming its market share from -3% to a +6% as a result of our work.
This strategic rebranding, amplified by an original content series, nationwide outdoor campaigns, and food festival promotions,
reversed the decline, turning a 3% loss into a 6% market share gain. Additionally, we are proud that our original 12-part series became
the first branded series ever to play organically on Amazon Prime which earned Lure’s first Effie Award.
This strategic rebranding, amplified by an original content series, nationwide outdoor campaigns, and food festival promotions,
reversed the decline, turning a 3% loss into a 6% market share gain. Additionally, we are proud that our original 12-part series became
the first branded series ever to play organically on Amazon Prime which earned Lure’s first Effie Award.
