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.

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.

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).

Lead Strategist: Yours Truly
Strategy Director: Nicole Brandell
Creative Directors: Hal Curtis, Jeff Gillette
Account Team: Gene Willis, Dana Borenstein