Green Cola is well established internationally and approached Triarc for their U.S. launch. Introducing the brand as a mainstream soda instead of a diet soda was the main challenge. We assist with all aspects of Green Cola’s digital presence in the U.S.
Our primary focus is framing the product as the common-sense choice due to its qualities rather than shaming major brands. Our content focuses on the best attributes of the products, emphasizing taste- we know that at the end of the day, taste is the number one factor in consumers picking a product off the shelf time and time again.
Our strategy really focused on how to best decrease the feeling of risk in regards to a consumer ordering a beverage product they probably haven't tasted yet.
While the Green Cola social media feeds were on brand, they didn’t capture the fun elements of the brand and appeal to younger consumers.
Our social strategy is influencer-driven and packed with lifestyle content. We use consistent giveaways to drive new followers and, more importantly, get Green Cola in the hands of people most excited to try it.
Influencers are tremendously crucial for reinforcing marketing objectives as semi impartial brand advocates. Most importantly for Green Cola, they emphasize the great taste and health advantages compared to mainstream sodas.
Coordinating campaigns with influencers helps us make a bigger splash when we launch initiatives and provide model examples for users generating content. We also find influencer content to be useful for advertising and diversifying social feeds.
Green Cola needed models, lifestyle content that reflected the brand well, and studio shots that helped contextualize the differences from other sodas to support our social strategy.
The Triarc media team coordinates a variety of photo and video shoots to create engaging content for social feeds and other priorities for the brand. Given the range of products and their availability across the U.S., our strategy is focused on producing a range of unique content.
Green Cola has two major advertising priorities: retail support and brand equity.
The Triarc retail support advertising model is perfect for keeping consumers informed about in-store promos and assisting retail pull-through. For brand equity, our focus is on driving high-quality engagements, not just low CPM costs. Building brand engagements allows us to retarget engaged users when necessary and grow the social following faster.
The design assets that build a brand are often underutilized. Our mutual goal was to incorporate the brand’s design language into graphics for advertisements and social feeds.
Nearly all monetized content uses design assets, which differentiate and distinguish the brand in the crowded soda landscape. This strategy allows our brand strategists and media team to be more creative when it considering the possible capabilities at our disposal for content production.