Trolls. Doom scrolling. Toxic comparison.
Social media can be a massive bummer,
so Coca-Cola decided to #RefreshTheFeed.
Awards: 2019 Webby Honorable Mention
Online and IRL, we flooded Coca-Cola’s channels with sips of positivity from poets, artists and designers from around the world.
But more importantly, we gave the soda company a new social purpose: to give everyone a refreshing break from the usual deluge of digital negativity.
What started with #WorldKindnessDay activation grew into a kindness commitment.
From creating one-of-a-kind uplift for fans to refocusing our media budget to spotlight Black-owned restaurants, we strived to make the internet a positive place to scroll.
What made good human sense made good business sense.
Follows climbed. Brand love soared. The company urging everyone to Taste the Feeling ended up making people feel pretty darn great. Cheers.
