Last April, a team of
The catch? Big Blue had sponsorship rights to the Big Game.
“We knew we didn’t own the asset,” recalls Jamael Hester, franchise director of commercial strategy and segmentation, Coca-Cola North America. “But we do own this town.”
The group – which included a wide range of representatives from The
“We knew we couldn’t control the air game but we would ‘own the dirt’ and win the marketplace,” Hester explained, appropriately borrowing a football metaphor. “We laid out how we wanted people to see and experience our brands if they were flying in from around the country for the game – from when they arrive at Hartsfield Jackson, to public transit signage, to hotel lobby coolers at check in, to themed product displays in convenience stores, drug stores and grocery outlets.”
Hester tapped the company’s in-house creative and production agency, Coke Studios, to create a visual identity with the inviting tagline of “Welcome to Our House” against a silhouetted rendering of the Atlanta skyline.
“It ended up paying rent across everything we did,” Hester said of the design, which
The team welcomed several key customers to the new KOlab collaborative innovation space in July to sell in the program, using virtual reality (VR) technology to show how everything would look on the shelf and throughout the store. The day after Christmas, nearly 200 outlets brought the “Welcome to Our House” concept to life.
The nearly 10-month creative collaboration paid off.
“Without UNITED’s customer relationships and flawless execution, and their partnership with The