Una taza de café humeante, una botella de Coca-Cola y dos copas en una mesa de madera en una habitación con luz natural.

What Does Your Life Smell Like with Coca-Cola?

Icono de lupa dentro de un marco, simbolizando la búsqueda o exploración.

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.

Icono de un escáner o código QR en colores morado y rojo
Persona en una cena familiar disfrutando refrescos de Coca-Cola en una mesa redonda con fondo azul y logo de Coca-Cola.
Una familia compartiendo en de cena en una habitación iluminada por la luz del sol, con latas de Coca-Cola en la mesa y una olla humeante en el centro.

+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

Diagrama que muestra una botella de Coca-Cola en el lado izquierdo y tres gráficos de barras en el centro y a la derecha. Los gráficos representan las emociones relacionadas con el olor, la vista y el sonido, siendo el olor el más fuerte, seguido de la vista y el sonido el menos efectivo.

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.

Símbolo de un objetivo de mira, en tonos de morado a rojo.

Emotional Hook

Leveraged the sense of smell as a psychological trigger for nostalgic recall, anchoring brand moments in personal history.

Icono de cursor de mouse rojo apuntando a una casilla vacía púrpura.

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

Infografía en rojo y blanco que explica la relación entre el olor y la memoria emocional, con ejemplos de olores en la infancia y las razones por las que los olores evocan emociones, junto a datos sobre la percepción del olor y su impacto en la memoria y las emociones.

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.

Una pareja joven en la cocina compartiendo un momento alegre mientras preparan comida, con una botella de Coca-Cola en primer plano.
Grupo de personas interactuando frente a un cartel de Coca-Cola en un establecimiento.

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”