When COVID hit, Coca-Cola halted their advertising spend for the longest period in their history. 121 days later, the challenge was to re-establish Coke in the minds of the nation.
As COVID surged, so did people's support for local businesses. So, when Coke came back to market, rather than just talk about themselves, Coke showcased the local businesses that drove such a large percentage of Coke's sales.
In doing so, we dynamically turned millions of Coke ad impressions into location based messages of support for small businesses, adding over half a million new drinkers as a result.