COCA-COLA I9
REPOSITION DRINK AND INCREASE ON-THE-GO CONSUMPTION.
A human-centered approach, combining strategic planning and product design to meet the main objective: to reinforce the product's position in the national market by:
1. INCREASING BRAND RECOGNITION
2. STRENGTHENING ON-THE-GO CONSUMPTION
3. DEFINING SOLUTIONS TO ESTABLISH ITS OWN CATEGORY AND INDIVIDUAL IDENTITY

MY ROLE
Project Manager, responsible for strategic decisions. I managed
a team of 4 people and worked closely with the client to ensure success.

PROCESS
First we needed to understand the current market, and how all stakeholders behaved and interacted with one another. We visited different selling locations in Rio de Janeiro to gather public perceptions of the product and to develop general insights.
Ideas were generated in 2 workshops with consumers and clients. Selected ideas were prototyped.

RESULT
A business roadmap was developed with the ideas to facilitate the transition from the present to the future.
2 steps: build and dare.
BUILD: Physical repositioning of the product in the stores. Development of a new identity for the product.
DARE: Reinforce its innovative concept, expanding its presence in stores and making it a well-known brand among competitors.