Selected work Case study 02
Coke Zero
Using internet culture to shape brand perception.
- Brand
- Coke Zero
- My role
- Meme content development support
- Focus
- Meme marketing · Social media · Audience engagement
01 / Context
The brief.
The opportunity.
Traditional branded content competes with the entertainment people already enjoy on social media. The opportunity was to communicate through a format audiences naturally interact with: memes.
My contribution
I assisted in developing family-friendly meme content designed to improve audience perception and social engagement around Coke Zero.
02 / The approach
Relatable, with the right brand tone.
The creative challenge was balancing internet relatability with brand safety. Concepts needed to feel familiar enough to participate in social conversations while remaining appropriate for a global consumer brand.
From idea to execution
Meme concepts drew on recognizable situations and audience behaviours, with a tone that could comfortably sit within Coca-Cola’s communication ecosystem. The supplied campaign materials bring together product messaging, social formats, and creator-led motion.
The brand, from every angle.
03 / Campaign collection
A closer look.
In motion
The campaign, playing out.
Films from the campaign. Press play to explore.
04 / Reflection
Built to belong in the conversation.
The final execution focused on culturally familiar, family-friendly social content. The aim was a recognizable brand voice that could join entertainment-led conversations naturally.
Meme marketing works best when the brand understands the joke. Timing, audience behaviour, and brand tone matter as much as the format itself.
Keep exploring 03 / 04
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