Problem
To raise awareness for their efforts with Arctic Home, Coca-Cola released limited edition white cans. But the light silver Diet Coke holiday cans were also in market and led to mass confusion.
Solution
We confronted the problem quickly and head-on, replying in real-time with thoughtful, personalized messages that sounded like a human rather than a corporation. We owned up and apologized for our mistake, empathized with their feelings and offered them various rewards as a make-good.
Results
The response to our messaging was overwhelmingly positive, causing overall conversation to decrease drastically within 24 hours (from over 200 posts per day to less than 50).
Team
Lead Strategist: Yours Truly
Strategy Director: Nicole Brandell
Creative Directors: Hal Curtis, Jeff Gillette
Account Team: Gene Willis, Dana Borenstein