Coca-Cola is embarking a mission to become the most optimistic brand on social media with a complete revamp of its Facebook, Twitter and Instagram presence. #RefreshtheFeed marks the launch of a new  social strategy for the brand rooted in optimism, uplift and connection.

Earlier today, on World Kindness Day, Coca-Cola flooded its feeds with nearly 100 pieces of content created in house with help from four noted street artists who embrace the brand’s core values: Greg Mike (Atlanta, Ga.) Stefan Kunz (Zurich, Switzerland), Ricardo Gonzalez (Brooklyn, N.Y.) and Timothy Goodman (New York, N.Y.). The artists – and a handful of like-minded social media influencers – will seed their posts on their channels.

The goal? For Coke’s more than 8 million followers in the U.S. to engage with the content and share the simple, yet actionable, messages of positivity with their networks.

“Consumers today are seeking out more positive, uplifting and shareworthy content in social because the world – especially the digital sphere – can be so divisive, at times,” said Sarah Traverso, group director, Coca-Cola North America Social Center. “Our fans are looking for things that make them smile, which is a great insight for Coca-Cola because it aligns to our values of optimism, uplift and bringing people together to share moments of happiness.”

To spark intrigue and anticipation in advance of World Kindness Day, the brand’s feeds went “dark” on Friday and stayed that way until today.

Refresh the Feed

The refresh is designed to present a more cohesive voice and visual language for Coca-Cola, which reaches 500,000 fans organically every day across its social platforms. The images are all graphical in nature and predominantly feature the brand’s core colors of red and white.

“We took a step back and looked at content across our platforms and realized that while we’re proud of this work, it didn’t feel like it was coming from one cohesive point of view,” Traverso said. “We felt like it was a great opportunity, on World Kindness Day, to literally and figuratively ‘refresh our feed’ and take our platforms back to where the brand thrives. This is meant to be a visual punctuation… a clear shift.”

Coke’s prior posts have been archived. Older creative that connects to the brand’s new social strategy may resurface in the future, Traverso said.