Coca-Cola and their distributor sought a brand program that connected with teens and focused on recycling and youth education.


We worked with both the brand and the distributor to create a hashtag and recycling contest among every high school around Johannesburg. Winners of the contest earned a chance to volunteer at local elementary schools and orphanages to earn tickets to see Busta Rhymes and Ciara.


  • Reinstated brand relevance and trust among teens and parents

  • Created access to more than 150 new high schools

  • Created Twitter campaign that generated 472K+ brand mentions and trended 8 times over the course of the campaign

  • Improved dozens of early education sites and orphanages

  • Recycled 40 tons of aluminum throughout Johannesburg

  • Renewed relationship with local bottler wanting to affect youth education

  • 5,000 person concert – wholly owned and branded

“It gives the teenagers of South Africa a platform to give back to the community. And music is the perfect match for us to engage with teenagers because it is what they love…that is what they speak.” - Marketing Director, Coca-Cola South Africa