Our first step was a global consumer insights project to help inform and inspire brand direction and the delivery of brand experiences. After the creative team was assembled, we began looking at non-traditional approaches to brand building. We explored new retail concepts with our strategic partner McDonald’s. We developed experiential product designs like the Shrink Tank and bottle messages. We even developed radical concepts to re-invent outdoor advertising. (The newly redesigned Coca-Cola sign in Times Square is a good example of what an in-house design team is capable producing – with the proper support.) Anyway, at that point, Coke was still looking for traditional advertising to solve most of their problems, but attitudes were starting to change.

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