A brand-love gap became an emotional creative brief.
Among Asian consumers in the UAE, Coca-Cola was behind Pepsi in the brand-love index reported in the portfolio: 1.85 versus 2.75. The campaign needed to move affection rather than chase short-term sales.
Brand-love index among Asian consumers in the UAE trailed a competitor.
Among Asian consumers in the UAE, Coca-Cola was behind Pepsi in the brand-love index reported in the portfolio: 1.85 versus 2.75. The campaign needed to move affection rather than chase short-term sales.
A wish can move a brand.
The idea of a wish made the proposition human and relatable for the expatriate community. It moved between activation and social storytelling, with recognisable moments rather than a price-led promotion.
Coca-Cola – Wish Upon a Coke: what Checkmate delivered.
Integrated strategy and creative, on-ground activation, social and digital content. Effie Awards MENA recognition.
Built for the channel. Shaped for the audience.
The idea of a wish made the proposition human and relatable for the expatriate community. It moved between activation and social storytelling, with recognisable moments rather than a price-led promotion.
Creative treatment: concept visuals developed for the Checkmate portfolio.
Industry
FMCG
Market
UAE
Workstream
Integrated Campaign
Let them experience the difference.
Alkaline water was unfamiliar in an already crowded UAE bottled-water market.
A lot of products. One unmistakable brand.
Multiple product lines, seasons and pack formats needed a coherent brand presence.
Show up where thirst happens.
A sports hydration product needed attention amid competing brands.
Images on this case-study page are AI-created campaign visualisations based on the portfolio brief, not documentary photographs or approved packaging artwork.