Coca-Cola Campaigns
Overview
Fifty-plus campaigns for Coca-Cola over three years, from the brand's global "Taste the Feeling" platform to culturally-specific work in the MENA region market. The through-line: a legacy brand stays relevant not by broadcasting louder, but by understanding the specific culture and moment it's speaking to. I worked across creative strategy, art direction, design, concept development, and copywriting. The four campaigns below are a representative sample.
Role
Associate Creative Director / Designer
Scope
Campaign concepting, art direction, visual storytelling, digital/social assets, presentation design, and brand marketing systems.
Volume
Contributed to 50+ campaigns for Coca-Cola across ATL, BTL, and digital; the three below are a representative selection.
Coca-Cola "Taste the Feeling" — Coke & Meals
Role: Associate Creative Director
Challenge: As part of Coca-Cola's global "Taste the Feeling" platform, the brand wanted to own the everyday meal occasion, positioning Coke as the natural companion to food and shared moments, not just a standalone treat.
Idea: We brought "Taste the Feeling" to life around meals and togetherness, pairing the product with the simple, universal ritual of food shared with others, so an ordinary meal became a small moment worth savoring.
Touch Points: ATL/BTL & Digital
Results: Localized Coca-Cola's flagship global brand platform for the market, extending "Taste the Feeling" across everyday meal occasions through integrated ATL, BTL, and digital executions.
Coke & Music
Role: Associate Creative Director
Challenge: Coke Studio is the leading music platform of Pakistan; the challenge was to relaunch it and push it even further.
Idea: Gave a tribute to a legendary local musician, by creating a modern rendition of one of her popular songs, making multiple generations connect through a singular experience of music.
Touch Points: ATL/BTL & Digital
Results: +110 Million Views, Viewed over 150 countries, 20% Volume growth, +10% increase in Brand Love
Coca-Cola CSR
Bottle of Change
Role: Associate Creative Director
Challenge: In 2016, Abdul Sattar Edhi, the leading face of philanthropy in Pakistan, passed away. Since his untimely death, the Edhi Foundation has struggled with raising donations and funds.
Idea: The Coca-Cola Company launched a campaign to facilitate a nationwide donation drive. For every ‘Bottle of Change’ that was bought, a small percentage was donated to the foundation.
Touch Points: ATL/BTL & Digital
Results: 300+ Edhi Centers benefitted from the donations, 75000+ collection points were designated to meet the growing demand and Rs. 25 million target was met as people all across the country donated.
Coca-Cola CSR
Coke Studio for the Deaf
Role: Associate Creative Director
Challenge: Around 9 Million Pakistanis have some form of hearing impairment that deprives them from experiencing Coke Studio.
Idea: To include the community in Coca-Cola’s musical experience, the sounds of the Coke Studio songs were translated into tactile and visual language using vibrations and lightings.
Touch Points: BTL & Digital
Results: +100 Million Views, 3,060,09 Facebook views with 23% engagement rates and 32,849 shares in less than 24 hours.
