Coca-Cola targets mobile teens with first all-digital campaign

04/23/2013 | Adweek

Coca-Cola has announced the launch of its first digital-only campaign, called "The AHH Effect." The mobile-heavy campaign, to be created in partnership with Wieden+Kennedy, is aimed at teens who want quick, "snackable" bursts of content, and who see their phone rather than the TV as their primary screen. "This signals a whole new way in which we've decided to create marketing content," says Pio Schunker, senior vice president of integrated marketing communications at Coca-Cola North America.

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