Coca-Cola

World Cup Consumer Journey

I helped pitch Coca-Cola during the World Cup. Our task? Getting football fans around the world to engage with Coca-Cola at each step of their FIFA World Cup experience. From countless research interviews with fans around the world, we created a massive consumer journey that mapped out the path of football fans during each phase of the World Cup: the qualifiers, the draw, the tournament and the finals. The final product was used by Coca-Cola and agency strategists and creatives to create the Coca-Cola campaign for the 2018 World Cup in Russia.