Keep it in the family. That was the goal of variety station for Coca-Cola. The goal for appealing to Shopper Mom was to provide a solution that helped her appease all the different taste buds in her house - without spending too much or lugging

Keep it in the family. That was the goal of variety station for Coca-Cola.

The goal for appealing to Shopper Mom was to provide a solution that helped her appease all the different taste buds in her house - without spending too much or lugging home 4 different 12-packs.

And the goal for the retailer, was to increase total beverage aisle traffic. Believe it or not, lots of people skip this aisle, especially on fill-in trips.

So, we took a page out of the craft brewers playbook, where build-your-own six packs are common. And offered it up in a well designed end-aisle unit. We then developed communications appropriate for the differing zones of inspiration, decision and

So, we took a page out of the craft brewers playbook, where build-your-own six packs are common. And offered it up in a well designed end-aisle unit.

We then developed communications appropriate for the differing zones of inspiration, decision and awareness.

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In the parking lots, we wanted to inspire the shopper that there was a new way to experience their favorite sparkling beverages.

In the parking lots, we wanted to inspire the shopper that there was a new way to experience their favorite sparkling beverages.

And for those shopping in aisle for a classic, we wanted to ensure they saw the new way to include Coca-Cola, and our other brands, in a fun way.

And for those shopping in aisle for a classic, we wanted to ensure they saw the new way to include Coca-Cola, and our other brands, in a fun way.

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