Problem

By 2014, Coca-Cola was losing cultural relevance, especially with younger and more diverse audiences.

Insight

Coca-Cola has long been a symbol of American identity, but America itself was being redefined. To stay relevant, the brand needed to speak to the evolving idea of what it means to be American today.

Solution

As digital/social strategist, I helped position Coke within a deeper national conversation, not about soda, but about identity. We reinterpreted “America the Beautiful” in multiple languages and launched the campaign during the Super Bowl, using social media to spark and guide real-time debate. The goal wasn’t to play it safe, but to show up with meaning.

63M

earned impressions

500K+

social mentions of the brand during the game

87M

people received personalized versions of the ad