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Coca-Cola’s new carbonated fruit and dairy drink takes on NYC.
When Coca-Cola needed to test-market their newest beverage to a young, NYC audience, they turned to BFGi. Presented with the challenge of creating a buzz for a fruit-flavored, carbonated, low-fat milk drink amid internet skepticism, we capitalized on the mystery of the unfamiliar beverage via social media.
Using Twitter and Facebook to reach out, we encouraged fans to express their thoughts on what Vio “kinda tastes like”—anything from “a birthday party for a polar bear” to “laughing ‘til it hurts.” Participants at tasting events around NYC were also filmed speaking their minds and the videos were uploaded via YouTube. With all of the social components integrated with a shiny new website, the buzz surrounding the campaign grew exponentially and demand exploded.