Coca-Cola: Building Inclusive Brand Experiences

How do you make one of the world’s most iconic campaigns feel truly inclusive?

For Coca-Cola, inclusion wasn’t about adding representation at the last minute. It was about understanding how accessibility, authentic storytelling and disabled voices could strengthen the Share a Coke experience and help more people feel seen.

The Challenge:

The Coca-Cola Share a Coke campaign has always been built around joy, connection and shared experiences. However, disabled consumers had historically been underrepresented in the campaign.

The Coca-Cola Company wanted to explore how inclusive marketing and accessible experiences could enhance both brand perception and audience engagement, while creating a framework that could be applied across future campaigns.

What We Did:

We partnered with Coca-Cola to bring disability inclusion into both the Share a Coke Tour activations and the wider marketing ecosystem.

We provided consultancy on accessibility, creator partnerships and inclusive best practice, helping teams understand how to embed inclusion beyond a single campaign.

As part of the Share a Coke Tour, we brought disabled creators including Chelsie Hill, Jay Manuel and the Kyle Pease Foundation to experience the Atlanta Braves activation. Through behind-the-scenes content, interviews and earned media, we captured authentic moments that demonstrated how accessible experiences can create joy and connection for everyone.

Beyond the activation itself, we developed inclusive content guidelines and influencer marketing playbooks for Coca-Cola teams. We provided creative consultancy on casting, scripting and digital assets, worked alongside experiential teams to improve accessibility, delivered staff training and facilitated community roundtables with disabled consumers and creators to uncover unmet needs and opportunities.

Why It Worked:

Rather than treating accessibility as an afterthought, the campaign placed disabled voices and community insights at the centre of the process.

By combining creator partnerships, accessibility consultancy and audience research, Coca-Cola was able to move beyond tokenistic representation and begin building a repeatable framework for inclusive marketing.

The work also uncovered opportunities around visible disability representation, packaging accessibility and health-conscious product communications, helping inform future brand decisions.

Results:

The campaign generated amazing results!

More importantly, the work shifted perceptions among disabled consumers, with authentic representation and accessibility seen as evidence that Coca-Cola was taking meaningful steps to engage disabled audiences.

The project provided Coca-Cola teams with greater confidence, practical tools and a scalable framework for embedding accessibility and inclusion across future campaigns and brand experiences.