MIKE GOLDBERG: ART DIRECTOR | DESIGNER | DMB&B
COCA COLA ETC! MIXERS
DESIGNER | CREATIVE DIRECTOR
Coca-Cola wanted to enter the mixer market with a competitive product line of mixers, Ginger Ale, Club Soda and Tonic Water, as they were currently carrying the competition, Schweppes and Canada Dry. The insight was that adult who drank mixed drinks didn't think about the mixer brand.
The strategy was designed to create a platform that encouraged people to not only push the boundaries in their cocktail mixing, but also in their real life sociability. The advertising idea “Life is Full of Mixabilities” was about creating both real and virtual cafes where everyone was welcome. Working hand in hand with the Coke brand manager and reporting to the Coke CMO, Sergio Zyman we developed the entire Coke brand from scratch.
My role was to develop the overall brand strategy and identity as well as creating the flavors in the Coke lab, the bottle design, the logo identity and the advertising.
The result was a successful launch in South America with a consumer shift from traditionally accepted mixers to a Coca Cola brand.