Myanmar · Brand & Creative Communications
Coca-Cola: Max+ The Color Makers
Coca-Cola's Max+ brand in Myanmar needed to make the launch of a grape flavour exciting for teenagers in a category where every competitor already sold grape. Ruder Finn Era created The Color Makers, a teen KOL squad who paired each flavour with a passion point across four videos, earning 2.3 million views and 58,000 consumer reactions.
The challenge
Max+ was the most loved sparkling drink brand among Myanmar teenagers, and it was launching a new flavour, Max+ Grape. The problem was that grape was nothing new: most competitors already offered a similar flavour range, so the launch had no product news to trade on.
Coca-Cola needed a way to make the launch feel exciting to teens while using the whole Max+ portfolio of colours and flavours, rather than spending the campaign on one unremarkable variant.
Our solution
The strategic choice was to sell the attitude rather than the flavour. Ruder Finn Era, then ERA Communications, created The Color Makers, a carefully selected squad of teenage KOLs who embodied the Max+ ethos of living in a fun, bold and unique way.
Each existing Max+ flavour was paired with a passion point, such as photography or dance, and The Color Makers explored one pairing per video across a four-part series. Grape entered the story as the newest colour in a portfolio teens already identified with, and the videos were built for sharing on the channels where Myanmar teenagers spend their time.
The results
The four videos were watched 2.3 million times and drew 58,000 consumer reactions, giving a familiar flavour a launch worth talking about.
- Client
- Coca-Cola
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Digital Experience, Influencer and KOL Marketing
- Sector
- Beverages and alcohol
- Engagement
- Project
