WAN x Coca Cola
The task: Prepare a campaign for the Zero waste activation which should solve specific difficulties and gaps of waste collection in an engaging, inspiring way credible for Coca-Cola. Insight: ‘Consumers feel insignificant in a widespread problem’ Due to the extent of the plastic problem, and exacerbated by negative sustainability campaigns, consumers feel that they are insignificant. They feel that their efforts alone are not going to help much to make a difference. Why would they make the effort if there is little pay off? Consumers want to be able to make an impact and become influential, however, they don't see the outcome. This is an opportunity to show that small steps lead to a much bigger outcome. Proposition: ‘Start Small, Think Bigger’ Previous generations did not have the power to make an impact on a global scale. For the first time, we have the ability to make a significant impact from the touch of a button. All it requires you to do is to start small and think bigger. We want Coca-Cola to put the power back to the people through an inspiring and motivational campaign. We’re telling stories of the dreamers and doers, that have been successful by starting off doing something small while thinking bigger, we then want to incorporate this message to recycling. Although it’s only a small step into helping the issue, it is all about thinking about the bigger picture and changing the mindset of consumers with the plastic crisis. Instead of telling consumers to recycle, we want to change the mindset and perceptions of it by showing that a small step can lead to a bigger outcome. Justification: WAN want to make Coke consumers feel like their efforts are important. We want them to feel like their small changes are making a difference, through a positive and motivational campaign. We aim to present Coke as relatable and trustworthy, by using recognisable personalities who have ‘started small, and thought bigger’ to get to where they are. We hope this will motivate consumers to continue with their sustainable choices, and hopefully build on them. The association with Coke and sustainability will be created through this campaign, as Coke is presenting as the springboard to consumers feeling validated and worthy. They need to feel like they are going to make a difference with their efforts, which will be proven in our quarter 4 executions. These will be fact-based to prove the difference they are making through choosing Coke. This idea stems from the insight we gathered from our focus group analysis, ‘consumers would be more inclined to make sustainable choices if they saw proof of the outcome of their efforts’.