More Than a Drink
We created the Mystery Meal Kit, a cooking experience catered to Gen Z, using
Coca-Cola as the secret ingredient to turn any boring meals into social adventures. Targeting young adults wanting independence while lacking cooking ideas, we made grocery shopping into a viral challenge that challenged Coke's place in the kitchen.
November 2023
Team Members
Megan Scrivener, Scarlett Kang, Zoe Dawson
Gen Z's interest in cooking was limited by their dislike of cooking alone (viewing it as boring and uninteresting). On the other side, Coca-Cola was trying to find new ways to engage with this audience outside of advertising. Our challenge was to make Coke the unexpected star of fun, shareable kitchen moments, the messier the meal, the better the story.
We built a compelling, meme friendly aesthetic: bold, high contrast typography, neon coke red accents, and hand-drawn recipe illustrations that looked like doodles a friend would create.
The packaging of the mystery meal kit was kept colourful, high contrast, engaging and fun. Text focused on clearly explaining the goal of the kit, informing of the type of meal and serving sizes.
Social media posts will advertise the release date of all meal kits. There will be 3 posts, one for each meal.
A waiting list was also created for users to sign up to be notified when the full mystery meal kit recipe books released 1 month after launch.
Here is the sheets that will be in the meal kit that leads to the waiting list website.