JULIATROY
New Coke

Market
Food + Drink
Focus
Brand Activation
Year
2023
Services
Video Production, Experiential Design, Art Direction
Julia Troy led the creative charge on New Coke’s bold brand activation, reimagining a cultural icon for a new generation. Tasked with reviving the infamous formula with a fresh, contemporary edge, she crafted an immersive campaign that blended nostalgia with modern engagement.
Challenge
Reintroducing New Coke was a high-wire act: the brand had to embrace its pop-culture infamy while positioning itself as something exciting and relevant. Consumers were skeptical, and the risk of missing the mark was high. Julia’s approach was to lean into the legacy, using strategic storytelling and immersive touchpoints to shift perception.
Solution
Through bold visuals, interactive digital experiences, and limited-edition collaborations, Julia transformed New Coke into a sought-after collectible rather than a failed experiment. The campaign tapped into 80s nostalgia while leveraging modern influencer partnerships and experiential marketing to drive excitement. What started as a polarizing product became a viral sensation—proof that the right creative vision can turn history into hype.














Making it Happen
Every detail of the activation was meticulously crafted—from the retro-inspired packaging to the immersive launch events that put fans at the center of the story. By blending nostalgia with cutting-edge digital engagement, Julia created a seamless bridge between past and present.
The Process •












“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.”

Jacob Murphy
Agency Owner

More Work
So Refreshing
The campaign generated massive buzz, selling out limited-edition runs and reigniting public fascination with New Coke. It was a masterclass in turning a brand’s history into a powerful marketing asset, proving that with the right vision, even the most infamous products can find new life.
The Results •


