Branded Integration & Entertainment Partnerships
This award thonors those brands that have effectively reached their audience via strategic integrations & entertainment partnerships.
New Coke- Stranger Things
Coca-Cola, the drink, should never change. And because of that, Coca-Cola, the brand is constantly finding new ways to be fresh and relevant in culture. So partnering with Stranger Things 3 made perfect sense. But there was one problem. The show is set in the summer of 1985. The backdrop for Coke’s biggest ever marketing disaster: New Coke. This is the story of how Coca-Cola turned a failure into a triumph. And how the drink that was so famously rejected by culture in 1985 was embraced by it in 2019.
Client: The Coca-Cola Company
Autism Speaks aims to lower the average age of screening and diagnosis for children with autism, a key factor in optimizing outcomes. To overcome the emotional hurdles that keep some parents from taking early detection measures, we needed to speak in a familiar, accepting voice. So we partnered with Sesame Street and their ground-breaking Muppet Julia, to show not just the benefits of early detection, but the wonder that comes when you understand a child with autism – and increased usage of Autism Speaks' early screening tools by 60%.
Brand: Autism Speaks
Client: Autism Speaks
Agency: BBDO New York