That was the challenge faced by Coca-Cola around 2009, when they observed a lack of brand recognition amongst one of their targets: teenagers. They needed to find a way to catch the attention of the cool kids from the Y generation, acting boldly yet on-brand. They had to create great stories to genuinely engage the Millenials on a deeper level.

Coca-Cola chose a strategy focused on music, to win the hearts and minds of their young consumers. Here we have taken an extract from the book Hit Brands, written by Daniel Jackson, and summarised the key facts in an infographic.