We conducted PR and strategy support to Leo Burnett agency who created this ad.
"MAKE EVERY DROP COUNT"
In 2006, Coca-Cola’s brand was being attacked as unhealthy. It was important for the company to demonstrate that they have healthy options for consumers.
Our team worked with the company to break one of their own rules in marketing. They had previously marketed brands of beverages as separate entities. For the first time in the company’s history, an ad campaign brought together brands within one umbrella campaign entitled “Make Every Drop Count.”
The campaign debuted during the Olympic games. The purpose of the campaign was to demonstrate the full breadth of Coca Cola brands, some of which no one knew belonged to Coca-Cola. The ad and PR campaign demonstrated that Coca-Cola has healthy choices across their offerings in order to satisfy one’s thirst: Dasani water for hydration; PowerAde for energy; Minute Maid orange juice for nutrition and Coca-Cola for refreshment.
This campaign, designed to protect and enhance the Coca-Cola brand, was further enhanced by a simultaneous PR campaign for clean water. Partnering with USAID, Coca-Cola bottling plants that purify water were able to help more than 250,000 people in more than 12 countries gain access to potable water.
These efforts helped Coca-Cola shape its continued legacy as a positive part of the world producing beverages that people enjoy.
Click on the image to the left to view the video. Please note that the video was created by Leo Burnett Agency; Our team provided research, strategic and messaging support to them and to The Coca Cola Company in support of this campaign.