RENEWING A PARTNERSHIP FOR GROWTH
STRATEGIC AND TEAM LEAD, STUDIO RED AT ROCKWELL GROUP
DEMONSTRATING A COMMITMENT TO CHANGE While Coca-Cola’s largest customer account, McDonald’s evolved into a healthier fast food brand, their beverage offerings had remained virtually unchanged for decades resulting in lackluster beverage sales. The Coke account team challenged Studio Red to help them quickly demonstrate Coke’s commitment to growth through a new customer experience.
IDENTIFYING OPPORTUNITIES As strategic and project lead, I guided our team to uncover new insights for product and service opportunities by first looking outside the fast food world for a fresh perspective. We created an overall beverage vision starting with the core concept of “hospitable interruptions” to generate more than a hundred concepts.
LEARNING, APPLYING, BUILDING TOGETHER In seven short weeks, I led the strategic development of an innovation pipeline and the build-out of a full-scale innovation lab of retail concepts that I presented to the McDonald’s c-level management team at the initiative's kick-off. In what has been called “a game-changing day,” Coke’s commitment to change demonstrated through strategic design planning resulted in a series of test stores across the country, proving great success for the partnership.