Creative Brief

Who is the target audience?

Millennials and Gen Z (18–40) who are all about protecting their peace. They value balance, authenticity, and self-awareness. They’re not looking for another caffeine fix or sugar rush. They want something that helps them unwind, reset, and feel good from the inside out.

Where will this appear?

The ad will appear in both out-of-home and online placements, including billboards near campuses, downtown districts, and other high-traffic areas; public transportation spaces such as bus stop shelters and inside subway cars; and across social media platforms like TikTok, Instagram, and X.

What is the goal?

Introduce Coca-Cola’s new CBD-infused drink and step into the wellness space with intention.

The goal is to make Coca-Cola part of the “protect your peace” conversation, turning the brand’s idea of joy into something calmer and more mindful. A collaboration with a cultural voice who embodies ease and authenticity could help bring that message to life in a way people actually connect with.

What is the current perception?

Coca-Cola is seen as a casual, feel-good drink. It is something people grab for comfort or nostalgia. It’s enjoyed in the moment but not tied to intention, wellness, or productivity.

What is the desired perception?

Coca-Cola becomes more than a guilty pleasure. It’s the go-to drink for moments when you want to pause, reset, and feel good about drinking without regretting later.

Why do we need this ad?

Millennials and Gen Z are prioritizing peace over pressure. They care about what they put in their bodies and what brands stand for. Coca-Cola has always been about joy, but this generation wants joy that lasts longer than a sip.

This campaign is about evolving that story, showing that Coca-Cola can still bring comfort, but now with intention. A partnership with the right cultural figure could make that message hit deeper, proving that even in chaos, you can still choose calm, and choose Coke.