Black History Month History Shakers

Why

Coke needed to re-establish a meaningful, authentic connection with the African American shopper community

What

Make Moms feel more emotionally connected to Coke and purchase more often for special moments to enjoy by themselves and with family.

How

By creating a program that inspires culturally relevant moments of optimism and connectivity, growing the successful “History Shakers” brand platform.

Key Insight

Celebrating the success of African American achievements (large & small) intrinsically motivates, inspires and uplifts the community

Black History Month is an opportunity for Coca-Cola to celebrate African American shoppers, through a retail activation that recognizes and rewards everyday heroes in the community and drives brand affinity beyond the store.