What Does Your Life Smell Like with Coca-Cola?
Audience Insight
We segmented audiences into emotional archetypes: families, couples, solo dwellers, and memory-seekers. Each had a scent, a memory, a Coca-Cola moment.
+67%
The Challenge
Coca-Cola’s iconic branding was becoming too distant from everyday emotional resonance. Consumers remembered the taste, but had stopped feeling the brand. We needed to rebuild that bridge—through the sense most tied to memory: smell
Channel Integration
Deployed a full inbound content system: blog (awareness), infographic (education), social (engagement), email (retention).
Execution
Infographic
Visual breakdown of “smell + memory” psychology
Connected common scents (e.g., abuela’s cooking, popcorn at movies) to Coca-Cola experiences
Engagement on Instagram posts
The Strategy
We built a multi-platform content campaign anchored in the power of smell-based nostalgia—leveraging emotional storytelling to reconnect audiences with their unique Coca-Cola memories.
Emotional Hook
Leveraged the sense of smell as a psychological trigger for nostalgic recall, anchoring brand moments in personal history.
Conversion Journey
Structured the campaign around the funnel: Attract (UGC), Engage (stories), Delight (personal ritual with Coca-Cola).
We designed a full funnel inbound strategy using the Attract → Engage → Delight structure:
Cornerstone Blog Post
Storytelling built around five persona types
Narrative focus: memories linked to scent and Coca-Cola moments
SEO-optimized and emotionally resonant
Social Media
On Instagram and TikTok, we didn’t just post—we invited the audience in.
We launched a storytelling carousel on Instagram prompting users to reflect: “What scent reminds you of Coca-Cola?”
On TikTok, we turned it into a UGC wave—asking people to share their Coca-Cola scent memory using our branded hashtag.
It was emotional, playful, and raw. We weren’t chasing virality—we were triggering it.
Email Newsletter
Our email wasn’t a campaign—it was a letter.
The subject line was a gentle tug: “What does your life smell like?”
The body led the reader into the blog, framed as a reflection, not a pitch. It was short, evocative, and used design elements to feel more like an editorial than a promotion.
We didn’t beg for attention. We earned it through memory.
Results (simulated but data-backed)
3x
UGC participation using the campaign hashtag
75%
emotional recall in user surveys
“We started conversations across generations”