COCA COLA HBC BRAND EXPERIENCE
Strategic Direction and Definition
of Visual and Narrative Guidelines
The project was developed for one of the leading international groups in the beverage sector, active in numerous markets and marked by a high level of organisational and brand complexity. The work involved designing a consistent, recognisable brand experience within a communication strategy aimed at strengthening the brand’s positioning, engagement and value.
Positioning challenges for beverage brands in international markets
Beverage brands operating in international markets face highly competitive environments, marked by oversupply, channel fragmentation and strong pressure on brand positioning. In these scenarios, building consistent, recognisable experiences becomes a key factor in maintaining relevance and value over time.
The main challenges are:
– the need to stand out in highly crowded categories
– brand consistency across markets, channels and activations
– alignment between brand identity, communication and experience
– the ability to adapt to different cultural and distribution contexts
In this context, brand experience projects are a practical tool for translating brand strategy into experiences that strengthen positioning, engagement and recognition across markets.
Case study: brand experience and positioning in the beverage sector
Below, we examine the practical application of a brand experience and positioning project in the beverage sector, through a case study developed for [Coca-Cola HBC]
Tour Barcelò
Coca Cola HBC asked us
to manage the "Tour Barcelò" event
Our aim was to turn the initial concept we selected into a tangible, successful experience, ensuring consistency with the brand identity and meeting the agreed objectives.
CREATIVE CONCEPT: development of the project’s narrative and visual concept, in line with the product’s promotion and brand position. We studied the tour concept, the project’s features and the promotional ideas for each stop.
OPERATIONAL PLANNING: drafting the work plan with timelines, required resources and clear deliverables.
PRODUCTION COORDINATION
management of venues and internal teams, ensuring quality and adherence to deadlines.
ACTIVITY SUPERVISION
constant monitoring of production phases to ensure flawless execution of every step.
FINAL REPORTING
analysis of the results achieved and presentation of a full report on the project’s progress.
THE TASTE OF EXCELLENCE
For Barceló Ron Dominicano we developed an editorial
plan designed to enhance the company’s heritage,
telling its story, and to highlight the bottle
as a distinctive, recognisable element that expresses the brand’s identity.
The project aims to strengthen the positioning of
Barceló Ron Dominicano in the market, setting it apart
from competitors through consistent, targeted branding
strategies. All with a fresh, recognisable and consistent
visual style that ensures continuity for the
brand across different languages and formats, while at the
same time strengthening the corporate image.
Merchandising – TOUR BARCELÓ
For the Tour Barceló, a complete custom merchandising project was developed to strengthen brand identity during the events and create an immersive, recognisable experience for the audience.
Merchandising objectives
Increase brand visibility at every stop on the tour.
Strengthen the premium positioning of Barceló Ron Dominicano.
Create coordinated materials that serve both the event experience and post-event communication.
Providing gadgets and materials consistent with the product’s image.
Tour Barcelò
Coca Cola HBC asked us to draft the
Editorial Plan for "Premium Spirits"
For Premium Spirits we developed a complete digital communications and social media management strategy, designed to showcase the broad portfolio of over 70 national and international labels of Coca-Cola HBC Italia.
The aim is to position Premium Spirits as the market’s point of reference for quality, prestige and variety.
The graphics and content produced include dedicated productions for Barceló Gran Añejo, Glendalough Irish Gin and Glendalough Whiskey, with a premium style, textured settings (stone, fire, casks) and a strong emphasis on the bottle as an icon.
PREMIUM SPIRITS
PREMIUM SPIRITS SOCIAL MEDIA MANAGEMENT
STRATEGY FOR THE INSTAGRAM AND FACEBOOK SOCIAL MEDIA PLATFORMS.
1. TAILORED SOCIAL STRATEGY
Creation of an editorial plan.
Development of a detailed content calendar, with
monthly themes, regular features and specific objectives.
Definition of clear objectives for each platform.
Copywriting.
2. SOCIAL MEDIA MANAGER
Dedicated social media profile manager
Management of social media communication between agency and company
3. VISUAL AND CREATIVE CONTENT
Instagram: social content, posts and stories
Facebook: informative posts and updates.
Social editorial plan
Visual and communication style
With Premium Spirits, Coca-Cola HBC Italia brings to market a
portfolio unique in breadth and prestige: over 70 Italian
and international labels, symbols of excellence and tradition
premium spirits
01.
The taste of the seasons
02.
Primordial Force
03.
The soul of Irish casks
Concept, PRODUCTION AND PROJECT management
To support this vision, we developed a Digital Editorial Plan designed to enhance the distinctive features of each brand, highlighting the bottle as an icon of design and recognisability, and creating content that conveys the excellence and premium character of the entire portfolio.
#PremiumSpirits #GlendaloughWhiskey