SUMMARY
• End-to-end creation of a pairing tool for Coca-Cola
• Educating users of Coca-Cola's mixers portfolio in an engaging way
• Launched in GB and rolled out in the LATAM regions
THE NEED
To deliver an interactive pairing tool that will be featured on a new microsite for the launch of Coca-Cola’s Signature Mixers range. This experience should showcase the variety of mixers available, offering users cocktail or pairing suggestions that highlight how the products can be used—whether in bars, restaurants, or at home.
BUSINESS GOALS
• Demonstrate the breath of choice within the Mixers range
• Create a desire for drinks containing the mixers portfolio
• Educate the uses of TCCC mixers range for pairing to cocktails
DISCOVERY
The team worked with Coca-Cola to define the B2B user personas to help identify the types of users who would be using the product. Although this was B2C we needed to make sure B2B users had information they needed in order to create cocktails in a professional manner.
Choosing categories for the pairing tool
Four main categories were chosen as entry points for the pairing tool based on core objectives of educating flavour notes of Coca-Cola Signature and Schweppes Mixers as well as user based needs of selecting a mixer or spirit as the base of a pairing.
Early user journeys were created to make sure that all combinations were realistic and the proposed flows would work in the current channels before working with the Coca-Cola team to define and create combinations.
Wireframes
Three initial concepts were taken to the team
• Concept 1 was based on a design pattern used by another microsite and focused on conversational language
• Concept 2 was a digitised version of a traditional pairing wheel
• Concept 3 was inspired by recipe cards and was more flexible in approach
Concept 3 was chosen due to it’s flexibility, this was then taken through several high-fi rounds of designs with interaction design at it’s core, movement was very important to the execution and considered throughout.
There was a shift within the process to align the colour palette more to the core Coca-Cola branding than previously suggested. Recipe cards were created as part of the execution and had to work for both B2C and B2B users.
The final version of the site launched during the COVID pandemic, which posed challenges for user testing with the core audience, as most bars and pubs were closed at the time. To navigate this, the team collaborated closely with Coca-Cola, leveraging their in-house industry expertise to refine the experience.
OUTPUT
During the Beta phase, one of the categories was removed to streamline the experience and better align with the core goals and desired user outcomes.
The launch of the project marked a significant milestone, with the site going live across both Great Britain (GB) and Latin America (LATAM). This demonstrated the design’s flexibility and ability to scale effectively.
Credits:
Agency: Movement
Agency: Movement