Win back a generation of brand advocates in a market that Coca-Cola has lost touch with over the passed 25 years.
La Brigade du Bonheur is a Quebec centric property using 4 characters to connect with teens across all mediums. La Brigade became an active element of teens lives. Teens were enrolled in our year-long cross channel conversation. They became the brand.
Activating for 52 straight weeks, La Brigade changed the way Coca-Cola is positioned in the Quebec market. The program revolutionized the experience of receiving a sample, turning an often short and simple interaction into a year-long conversation, and a reason to believe.