Coca-Cola
Coca-Cola
What Matters
The 100th anniversary of Coca-Cola’s iconic contour bottle was a perfect opportunity for the company and the community to support inner-city youth programs and after-school activities.
Challenge
JacobsEye’s mission was to generate awareness for the anniversary of Coca-Cola’s famous bottle and their effort to raise money for inner-city kids.
Tactics
Earvin “Magic” Johnson helped celebrate the anniversary and fundraising efforts by participating in a program where consumers created art featuring and using the contour bottle. All of the artwork was auctioned at the 100th anniversary gala event in Chicago, and the video content was shared worldwide by Coca-Cola.
Results
More than $250,000 was raised from the auctioned artwork to fund after-school programs in Atlanta and Chicago inner-city schools.