Fall in Love with Coke Again

Our M5 project with Coca-Cola rekindled its credibility with a trendsetting youth market.

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Challenge

For many, Coke’s image seemed out of touch with the younger generation. They correlated the brand with Norman Rockwell and antiquated soda shops.

Coke needed to change that and prove they were a relevant voice.

So M5 was born.

Coke commissioned 5 of the most well respected motion design agencies on 5 continents to design music videos and corresponding aluminum bottles.

The highly regarded group included The Designers Republic, Lobo, MK12, Caviar and Rex.

Armchair’s challenge was to create a site that could match the impressive nature of these design superstars and attract trendsetters.

Solution

To prove how innovative Coke could be, Armchair launched the site sans logo.
With the brand absent, visitors could first discover M5 and later who was behind it.

Armchair collaborated with some of the best animators in the world (North Kingdom, Fakepilot and ghava) to create a destination that would entertain and inspire the target.

By offering an online experience rather than just a website, Armchair was able to generate a viral buzz that convinced consumers to visit and share their experience with friends.

Results

M5 set the precedence for how Coke hoped to reach its audience. The blogosphere’s commentary on the brand went from negative to positive and the site quickly rose to prominence in the newly established Coke.com. Most impressively, Coca-Cola M5 became the DNA for the Coke Side of Life.