Coca-Cola Steps back into Real-time
Results
The LipSmackers post performed at the 100th percentile when compared against all Instagram posts from 2022
Second highest performing Instagram photo of 2023, behind a celebrity flavor collaboration
First post leaning into newly developed Social Tone of Voice
First reactive real-time post in-feed in over 5 years
Role
Creative + Community Management
Year
2023
challenge
‘Cherry Cola Lips’ started as a lip color trend on TikTok, and within the first weeks of its coining, made its way to Vogue with a slew of celebrity supporters trying it. While it seems a no-brainer for Coca-Cola to participate in the trend, a pending production deprioritized any focus on real-time activations.
solution
A Summer shoot was scheduled for the next day that had all the necessary equipment, and the social teams saw an opportunity; the only issue... how could we get our hands on Cherry Cola LipSmackers, and slot this hot trend into our production schedule? All it took was the initiative of the team's Community Manager to locate the coveted LipSmacker 20 blocks away, and deliver it to set — all on a Citibike. This one simple act led to significant results:
