The Challenge

On the heels of a product launch that focused on flavor, how do we position Coca-Cola Blak with consumers? Especially considering its unique combination of Coke and coffee flavors. 

It's not for breakfast. It's not refreshing. So we need to carve out a usage occasion:  an afternoon mind shift.   

Create a brand identity that's all about "afternoon awakenings" — a sense of intrigue and uplift that brings together the benefits of Coke and coffee. Then break into everyday routes to establish a Coca-Cola Blak ritual.