A product that tasted like pixels
So we put it in a game
Coca-Cola is one of the most recognized brands on the planet — but global recognition doesn't automatically translate to Gen Z relevance. Byte was a digital-only product (sold exclusively online) that needed to embed itself into gaming culture as a genuine participant, not a sponsor slapping a logo on a stream. The stakes were higher than impressions — Byte had to sell, not just trend.
the challenge
The Thought process
While at Ogilvy, i was one of the primary contacts for coca cola for influencer content. our team concepted and led a Twitch + Fortnite livestream integration built around one insight:
Gen Z doesn't watch ads — they watch people.
Byte was positioned as a product that literally tasted like the internet — pixels in a can — and the only place to buy it was online. Gaming was the only logical home.
to build additional buzz around the unique flavor and experience we extended the campaign beyond gaming with talent who could sell the absurdity of "tasting like pixels" — including Finn Wolfhard, whose cultural pull with Gen Z made the premise feel like a moment rather than a marketing claim. The goal was to surround the audience from multiple entry points: streamers, celebrities, and creators all reinforcing the same idea in their own voice.
The crown jewel was a partnership with Lachlan of Team PWR— one of Fortnite's most influential creators — whose team built a custom Coca-Cola Byte inspired Fortnite world exclusively for the campaign.
We partnered directly with twitch to host the launch as an uniterrupted high production livestream — no ads, no breaks, just a seamless experience to match the world we built inside the game.
We launched it as a live event, bringing together a roster of streamers and celebrities including Loserfruit, lachlan, chandler riggs, vindooly and ovilee may to drop in together and play — turning the product launch into a cultural moment first, and a playable brand experience second.
To extend the reach beyond English-speaking markets, we brought in additional creators from LATAM and Europe, ensuring the campaign hit different demographics and felt locally resonant across every region. The world stayed live for two weeks after, giving the broader community a chance to experience it long after the launch energy faded.
One that got away:I fought hard internally to bring the one and only T-Pain onto this campaign and i stand by it!
T-Pain is one of the most naturally gifted hosts and entertainers on the internet. He runs his own Twitch community over at Nappy Boy Gaming, where he'll write and produce a full song on the spot, educate his chat, and have the team high after a win — That energy, paired with a product that literally tasted like the internet, felt like a no-brainer for our live stream host.
Red tape had other plans. Still think it would've been the most memorable moment of the whole campaign.
the work you dont see
As one of Coca-Cola's primary agency contacts at Ogilvy, I worked closely with my team to manage the full scope of the campaign — from strategy through execution. That meant:
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Used CreatorIQ to identify creators with the correct audience composition across four international markets (US, UK, Australia, South America), prioritizing fit over follower counts.
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Structured deals across multiple jurisdictions that gave creators enough creative latitude to stay authentic while protecting brand compliance.
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Built a systematic revision process that delivered 100% compliance across all multi-market launches without killing the creative in revisions.
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Coordinated the full run of show for the Twitch launch event, including significant pre-production setup, talent coordination across time zones, and real-time operations to ensure the stream ran seamlessly from start to finish.
133M+
total impressions
The Results
21 Million
total campaign views
23% Lift
in Genz Engagement