This year, Coca-Cola will challenge students to develop a comprehensive social brand and content strategy that helps Coke reach the consumer of the future: Gen Z. The task is two-fold:
Identify what brands* are winning with Gen Z (age of focus: 18-25) on social and why. Build recommended areas of improvement or evolution for Coca-Cola’s social channels based on these learnings.
Use the learnings gleaned from the first task to create a social brand & content strategy for @cocacola (inclusive of supporting social creative executions) that will help the brand restore brand relevance with Gen Z (18-25) in 2022.
Refer to the cliet brief for complete details, here.
The competition is open to HBCU students enrolled in portfolio and online programs. HBCU International students who have a valid visa are also eligible to participate.
Entries may be submitted by groups of two to four individuals.
All concepts must be the work of the students, but participants are encouraged to seek the advice and guidance of professors,instructors, and or faculty advisors.
If you have questions about eligibility, please email collegiate@effie.org.
Two finalists teams will be selected and invited to ptich their ideas to the Coca-Cola brand team.
Finalist teams will receive montary awards in the following amounts:
Learm more about the juding process here.