IMPERFECT MEATLIME
In a world too messy for the perfect recipe, the perfect ambiance, or the perfect timing,
Coke turns the imperfect into ‘couldn’t be better’.
Hence Coke presents: Imperfect Mealtime.
Client Remarks: “You guys are so ready for the industry”. - Ari Elkouby, CCO at VML.
Real IMC Pitch brief
Agency: VML Canada
Client: Coca Cola
My role: Copywriter
The client wanted to go big, launching a year-long, multi channel campaign backed by an X-million dollar of budget, designed to keep Coca-Cola at the heart of imperfect mealtimes across the whole Canada.
PR Stunt
A pre-campaign stunt where top Canadian celebrities including Dan Levy, Simu Liu, Ryan Gosling, and Connor McDavid are spotted
with mysterious Coke cans during their imperfect mealtimes, like post-match late-night dinners or on-set brunches,
creating buzz, press, and curiosity before the campaign even began.
Imperfect Coke cans
Turning classic Coke cans into Imperfect Mealtime editions, you’ll want one the moment you see it.
Subway Station Takeover
We took over subway stations across Canada, twisting the iconic Coke logo with real imperfect mealtime moments.
Each curve carried a story. It turned everyday travel into sparking conversations, shares, and smiles,
Transit Wraps
From subways to buses to streetcars , we’ll cover transit across cities and suburbs, reaching every corner of Canada, from BC to Nova Scotia.
OOH
Experiential
Coca-Cola brings harvest tables to the places where imperfect mealtime eaters really are - subway stations, on routes on busy highways, busy corporate streets
and more to celebrate imperfect mealtime eaters, offering a dine In specially for them and a surprise Imperfect Mealtime Coke can.
Social Media: Youtube Mastheads
To reach every corner of Canada, we used geo-targeted YouTube Mastheads, celebrating imperfect mealtime moments unique to each region
from Moving Day breakfasts in Quebec to overtime dinners for Maple Leafs fans.
Social Media: Influencer partnership and imperfect meal challenge.
To interact with the audience, we even introduced a challenge partnering up with food influencers like Tasmin.
Can you eat dinner in a grocery aisle?” Watch @tasminedhliwal take on this challenge, one of many ways to earn a chance to win free imperfect Coke & meals for a month.
Social Media (digital XM): Uber partnership and imperfect meal challenge.
To make the challenge possible, we partnered up with one of the biggest partner of coke, Uber to hand out free meal.
Mealtime Challenge Cards: Included with any Uber Eats order with a Coke. Each card invites people to embrace the imperfect moments and share it.
