Coca Cola had a unique problem - although it sold many drinks in the winter, sales plummeted down in the winter. So they approached D’Arcy Co to come up with a campaign to help boost their sales in the winter as well and thus “The pause that refreshes” ad campaign was born.

The first campaign idea that worked really well was “Thirst knows no season”. This idea was so successful that Coke actually sold more during the winter than they did during the summer.

To further increase their profit and reach, DC stopped looking at the product and started to simply look at the behaviour of people. The more they observed, the more they realized that people needed breaks in their lives. And they deigned that Coke should be in their hands during that break, which led to the “The pause that refreshes” campaign.

As a result of this campaign, sales ploughed ahead as people saw Coke as part of their daily routine to maintain sanity and Coke had sealed its place in business history.

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