Coca-Cola HBC Management Trainee Program

Objective

Coca-Cola HBC, the bottling company for Coca-Cola,  wanted new concept that would attract more talent to their Management Trainee Program.

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Solution

Guided by audience insights, we focused on highlighting how challenging the program is, as well as the growth potential. Our creative direction aimed to balance Coca-Cola’s heritage with a message that resonates with Gen Z.

The concept “Iconic isn’t easy” reflects both the demanding nature of the program and the pride that comes with completing it. The visual identity draws on Coca-Cola’s iconic elements – bubbles, bottle caps, and a sense of aspiration, while infusing a 90s-inspired aesthetic to align with Gen Z’s cultural touchpoints.

Another campaign for CCHBC aimed to attract more women to apply for positions. The visuals used a warmer tone and highlighted key statistics about women in the workplace.