1. Case study
Is there a place for Coca-Cola in
the „Wild“?
Helping Coca-Cola develop deep
insight into the Czech teenage
consumers
17.12.2012 www.idealisti.eu 1

2. Helping to embed Coca-Cola
in the Czech culture
How do the Challenge authentic local brand woven into
teens in the Coca-Cola has been totally the cultural fabric of the Czech
Czech Republic integrated into our everyday life. life, has been not even blurring
live their Street stalls, fast-foods, cheap Coca- Cola´s visual hegemony but
everyday life? pubs, expensive restaurants or also flooding out Coca-Cola´s
Are there any local butchery – it is everywhere. bridge to hearts of the Czech
regularities in However, in the last few consumers.
the teenagers years, walking on Czech streets
soft-drinks you could hardly miss the rather “We need to find brand
consumption? overwhelming Kofola shadow
hanging over Coca-Cola shiny engagement builder
How should
Coca-Cola live in identity relevant to Czech teens.”
the lavish As the measure of authenticity
has become an important „I like“
semiotic world of Therefore, Coca-Cola was looking
criteria for teens as much as for
teenagers and their mums and dads than ever
for its Charles Bridge to the world
become its of Czech teenagers: a brand story
before, it turned to be a part of
embedded which would be relevant to the
DNA of every brand.
element? local context.
The authenticity is deeply
connected to localness. Kofola, an
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16.4.2008 www.idealisti.eu 2

3. “The life has Solution dimension of the research, we
leveraged the auto-ethnography
been offering to To define Coca-Cola brand story
as much as possible. Using photo-
relevant to the Czech
the teenagers teenagers, we decided to dig
and video- cameras teenagers
monitor their lives independently
constantly new deeper into the consumer world
of us.
stuff on daily through ethnologically designed
These visual and audiovisual
research project. Literally, we
basis. Coke is packed our backpacks and went fragments of their lives were
animated and turned into
just a tiny part into the wild to live with Czech
narratives through photo, video
teenagers.
of this never and music elicitation. Of
We spent several weeks with
ending flow.“ natural "gangs" of schoolmates
course, focus groups and
observation in a pub and a
and friends who have shared the
bowling center were not missing.
same leisure time activities such
as chorus singing or theatre
acting - not only Coca- Cola freaks The Result
but also Kofola fans. Also, we met A report featuring a patchwork of
teenagers´parents, to search more colorful and vivid insights using
the gatekeeping system of video, photos and lifestyle
drinking habits. discourse .
To minimize the invasive
Continued on the next page >
16.4.2008 www.idealisti.eu 3

4. However, to have the right tool for About Idealisti
getting in sync with teenagers, a Today's ideas will become
Powerpoint presentation is not tomorrow's world
enough. Thus, we produced a Not only we (still) have ideals but also we
short documentary about the life believe that most of what we experience
today and what makes up our world has
of Czech teenagers in their own been here yesterday in a form of an idea.
words, photos, videos and music.
We believe in the transformative power
of thoughts (in the form of brands, for
example), in their power to move also
This ethnographic perspective very material and sometimes heavy
proved to be very effective in both things like pianos, buildings, cars, jars of
face care lotions or even people.
informing the business decision-
makers as well as other We help create and steer brands – ideas
which have the ability to animate
stakeholders in the process of organizations, infuse consumption with
marketing planning: marcom meaning and bring about good things to
life. We always do it in dialogue with
agencies, trade partners, etc. those in charge of brands (which is just
about anyone who has ever heard of the
brand) and with the notion that all the
ideas-brands will have to compete for
their existence in the free arena.
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