The traditional Coca-Cola HBC Kick-Off, accompanied by the company’s annual celebration, was organized in 2019 at the Belexpocenter for over 1,200 guests.
We are faced with the challenge of creating a concept and organizing events, which is becoming more and more successful from year to year. The starting point was the company’s Winning 24/7 strategy, and the concept we proposed was based on the idea of reviving the spirit of major American cities living 24 hours a day, 7 days a week.
The guests began their journey to the Coca-Cola city by passing through a tunnel in which LED screens and audio-visual effects simulated a subway ride. The first stop was a classic American diner from the 50s, adorned with a 4m high replica of the famous Coca-Cola bottle. The different metropolitan areas of this unique metropolis are inspired by the stories of the Coca-Cola HBC portfolio brands and the urban culture of American cities: Sprite Basket Court, Fanta Bubble Station, the zone where the best photos were taken, NEXT park with the city fruit market, and evening city refreshments could be found in Mr. Schweppes Alchemy bar.
The official program began “in the central city square” with a performance in which the artist skillfully moved inside the laser beams on the hoop. The entire visual spectacle is complemented by back wall animations on 140 m2 ice screens. After the official part where the results in the previous year and the strategy for the current year were presented, a central celebration followed. A special challenge was the rapid change of scenery. From a conference setting for 700 employees to a setting for a party attended by over 1,200 guests. The whole Coca-Cola city was on its feet until late at night, enjoying the rich program whose main star was Gibbonni.
