EVOLVING AN ICONIC BRAND

Coca-Cola Foodservice, the company’s largest division in North America, wanted to reinvigorate themselves internally and externally to rise above the price-centric mentality that had been driving the customer mindset. As a complete rebrand, we started with the divisions identity and strategy setting out to create a clear indication that there’s something new at Coca-Cola Foodservice by evolving the brand strategy, translating it into an internal campaign to educate employees, developing a proprietary go-to-market strategy called Total Beverage Solution System (TBSS).

The new brand was embraced internally and the TBSS model continues to drive their winning go-to-market strategy.