Coca-Cola Bottling Company Consolidated

Based in Charlotte, NC, Coca-Cola Bottling Co. Consolidated (CCBCC) is the largest independent bottler within the Coke bottling system. The company produces, sells and distributes the complete portfolio of Coca-Cola products, focusing on the southeastern United States. The company prides itself on being a leader in innovation and community stewardship, and needed a website to match with an updated look and fresh content to convey the breadth of CCBCC’s product offering and community involvement.

To actively and energetically engage target audiences, CCBCC hired Brand Fever, a division of Phase 3 Marketing & Communications, to refine its value proposition and redesign the company website.

Strategy:

Eyes set on a target audience ranging from young adult consumers to employees and sponsorship partners; we set out to instill a feeling of shared community values and to create loyalty for the CCBCC brand and its products to keep targets coming back to the site. In order to position CCBCC as an innovative, fresh and relevant brand in the hearts and minds of young adults, we needed to create an easily navigable, attention-grabbing site complete with animation, sound and visuals to deliver content in an engaging and interactive way, that also showcases the guiding principles of CCBCC’s value proposition. Creating a holistic experience complete with CCBCC’s rich history and heritage, our team also worked to reveal community involvement and a fresh approach to presenting the easily editable beverage portfolio.

Our web design team worked to create a highly interactive design that tapped into CCBCC’s goal of being relevant to young adults. The primary function of the home page was to engage users immediately, while other functions coordinated with standards established by The Coca-Cola Company and linked to Coca-Cola’s livepositively.com website to support Coke’s promotion of healthy lifestyles and sustainability.

Results:

Our team worked to develop the website build, communicating CCBCC’s presence in the daily lives of multiple segments of their communities and creating an engaging experience with interactive features and the ability to engage different audience segments with different messaging, while upholding brand consistency.

Launched in April 2011, the CCBCC website provides business prospects an efficient and easy way to understand the value of a partnership with CCBCC and simplifies business prospects’ ability to work with CCBCC, place orders, engage in promotional activity and learn about the Coca-Cola brand. With a platform for consumers to learn about CCBCC’s community activities in a visually engaging way, consumers are able to enter to win contests and learn more about nutrition and sustainability efforts.