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Case Study
Soda Conglomerate

How does a large-scale ██████ reawaken its creative ███?

Challenge

██, ███, █████, ███´, the ███ ██—████ brands wrote the book on creating ███ cultural ████. Today however, true cultural relevance is achieved through █████, not █████. But ███ █████ cultural trends aren’t exactly born on corporate campus. How then could █████ draw culture from the ████ ████?

The challenge was to develop a platform for ████ ████ to absorb ██-████ culture to re-█████ the way they ████ and bring to market ██ ████ ████████ and █████.

Approach

Thus the genesis of ████ █████, a proprietary █████ initiative to transform its role in the ██ ████ ████.

An early consideration: ████ █████ could not be a silo of “██,” hidden behind a ████ away from the rest of the organization. ███ ███, ███████, and easy █████ into the ██-████ daily █████ were key tenets. ███████ interviews with █0+ cross-functional ███ and ███ leadership unearthed ████ to overcome the ███ ███ ███ for a large organization to adopt a new way of ██████. Meanwhile, █████ networks were put into play to recruit ████ ████ across the gamut of ████—██, ██, ██, ███, ████, ███, and ███ & ██--to share their ██ in their ██ █ █████.

The result of this ██-████ ███ and █████ building was the holistic ██ ███ platform and launch plan to embed ████ cultural ████ across all ███ ████.

Win

In the ██+ months since its inception, ██ ████ has become a resounding force. █████’s launch event at ██ ███, known as the ███ #█████ ███ ██ featuring DJ ████ and ████████ ███████ wearables, had a line to get-in around the block.

███ has since gone on to execute █████ █████ in both marquee and ████ events like ██, ████, █████ ███ New Orleans, and ████ ████ in Brooklyn. Noteworthy creative partners such as ██ ███ ██████, ██’s ████, ████, ████ Art, and ███ Gaming have teamed up with ██████ to bring ██ ███ to their respective audiences.

Most importantly, ████’s senior leadership has taken note of ████’s success and increased its support; the █████ team and █████ partners have grown in ████ and ███, and ██████ its output of new █████, ████ and ██████.

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