For years Coca-Cola had been directing their communications solely at teens. And in doing so, lost touch with the ultimate Coke buyers. The mothers. A problem when introducing a new Family 4-pack.
The time had come to rejuvenate Coca-Cola's age-old values of social harmony and sharing. Adding a remake of the their famous 1970's 'Hilltop' soundtrack accompanied mom's sprint to the supermarket.
The European campaign, comprising of an activation concept, in-store materials and television commercial, went on to win an Effie and the Worldwide Communication Award in Atlanta for 'Best Introduction'.