Coca Cola, bottled and distributed across Trinidad and Tobago by Caribbean Bottlers, had a disconnect with their social media fan base between the ages of 20 and 35. The community they built was not engaging and they were losing social market attention to other beverage brands with larger nostalgia connections as well as smaller brands who aren’t in their industry.
They needed a social market penetration strategy that focused on consumer engagement and a human connection; rather like selling but without actually selling (we tend to call it strengthening brand equity). Because Coca Cola is a massive global brand, the messaging would have to be acceptable to global standards, while connecting with the local market, which is easier said than done. The strategy included nostalgia, trending local topics, local tourism, food, music and culture; all of which the targeted market would engage with.