Contextual Analysis

In 2012, Coca-Cola Italy chose to test a future international brand campaign with the title "Taste the feeling", in Milan. Italy was selected as one of the largest coca- cola users, and NR1 Coca-Cola producer in Europe. Based on Coca-Cola Italy sales department, Milanos statistics,during 2010-2011 period, Coca-Cola Italy had a 2% decrease in sales.

Analyse your data

After detailed research, and surveys by the Coca-Colas Italy marketing department of it was found that this negative change was felt in two age groups:
-18-25 years (-5% decrease)
-35-40 years (-7%), Majority decrease was in the ladies group (60%)
Users plan research
The Coca-Cola Work Team decided to set up some communication channels with user groups -For 18-25 years age group was built an application on Mobile Phones to draw the right type of user. -For 35-40 years age groups were communicated with emails and direct telephone conversations. And after this process, 15 typical users, for two age groups were defined to interview..

Information Architecture, Wireframing

Share a Coke was a marketing campaign that we launched in 2012 (Milano,Italy). Coca Cola consider each customer as a target and a potencial consumer. All age groups are being targeted but the most potencial is the age group from 18-25 that covers around 40% of total age segments, and campaigns that sell experiences, rather than product/service functions are poised to be rewarded with audience attention.