To avoid any brand fragmentation, the final outcome also needed to look and feel like it was a product of Coke's. This meant that research and an analysis of the Coke brand was necessary to get familiar with things like the correct colours, fonts, style & tone of voice.
The ultimate goal was to make happiness happen.
After having done some research into Coca Cola I found that there was a new strategy at play. This was important to know about because it would ensure that my outcome would be relevant to the brand.
Marcos de Quinto (Chief Marketing Officer) said that, "the strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. It also underscores the company’s commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine."
Since the main goal was to make happiness happen, I looked at different ways this is done in our everyday lives. I arrived at the idea of creating a social game that people could play that brings smiles to everyone's faces - such as spin the bottle/ truth, dare & command. People could either purchase the game from super markets and garages or recieve a set when buying a Coca Cola product.
To incorporate the "One Brand" strategy, I used the different colours of the different Coke products as a part of the branding for the game.
I also created an ad that could be used to advertise the game, which also followed the rules and branding guidelines of Coca Cola.
This is the process I went through creating the cards for the truth, dare & command game. Whilst designing the cards and the boxes - I kept in mind the use of colour, typography and iconography to ensure that the branding looked like it was a Coca Cola product.