The Coca-Cola Company
Madina Kabilova – Digital Planner
Tomiris Bekgozhaeva – Insider Team
Svetlana Mityulyova - Media Group Head
Elmira Izekeeva - Media Director
THE MAIN IDEA OF COMMUNICATION:
Each Plov goes best with Coca-Cola.
Plov is the most favorite and widespread dish in all regions, there are more than 200 varieties of plov recipes. Coca-Cola goes well with any kind of plov and helps to emphasize its flavor.
COMMUNICATION OBJECTIVE
Each plov goes best with Coca-Cola!
MEDIA OBJECTIVE:
Strengthening the localization of the brand and creating a ritual between the most popular national dish and the brand.
IMPLEMENTATION:
To build the ritual for the product and strengthen the connection with national values, we used 2 directions:
• Challenge with Influencers "which Plov goes best with Coca Cola”. Totally 5 biggest regions of Uzbekistan. Recipes from: Tashkent, Samarkand, Bukhara, Fergana, Namangan, Khorezm, and wedding Plov. Challenge demonstrated that each Plov goes best with Coca-Cola.
• Youtube support on channels of popular culinary bloggers, among them the famous local Chef Bahriddin Chustiy, SaidakromShef, and popular micro-influencers. Each of them prepared different recipe of plov with their own specialites, showing usage of Coca-Cola during culinary process and at the final tasting process.
RESULTS:
INFLUENCERS CHALLENGE
21 post, 25 stories
Reach – 3 495 Mio
Average ER 9%
Youtube Project
7 Chefs
Total Views – 5 115 Mio
Comments: 3 180