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,
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,
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.
The refresh is designed to present a more cohesive voice and visual language for
“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Coke’s prior posts have been archived.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.