Fall in Love with Coke Again

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Challenge

Coke felt its image was out of touch with the younger generation.

So it commissioned five of the best-respected motion design agencies in the world to create music videos that corresponded with illustrated aluminum bottles.

Then Coke asked Armchair to create a site to showcase these design superstars and attract young, trendsetting influencers.

Solution

First, Armchair recruited some of the best animators on the web—North Kingdom, Fakepilot and ghava—to create a destination that would entertain and inspire the consumer.

Then, when Armchair launched the site, we deliberately left out one obvious component: Coke’s logo.

With the corporate brand absent, visitors could discover M5 first, and the company who was behind it later.

This risky tactic, combined with an engaging and unique online experience, generated a viral curiosity that spread from one visitor to the next.

Results

Armchair’s M5 website redirected the blogosphere’s commentary on Coke from negative to positive.

It also set a precedent for how Coke would reach its youth audience in the future, eventually becoming the DNA for the “Coke Side of Life” campaign.