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THE CHALLENGE

What do people really think about Coca-Cola? Beyond polished agency reports, sugar-coated feedback and filtered brand perceptions.

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Image by Lucas Santos

OUR APPROACH

We selected 12 cultural tastemakers and brand rejectors from across the U.K., Spain, the Netherlands, Germany, and Bangladesh to understand people's honest, unfiltered perceptions of Coca-Cola.

THE RESULTS

We identified three barriers limiting connection and growth. The film was presented at Coca-Cola’s European All Hands, sparking internal conversations about how the brand addresses health, sustainability and cultural perception.

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