ToBe, the digital beverage companion.

About the

The Coca-Cola Company

ToBe, the digital beverage companion

How would someone build a Total Beverage Company in a 21st century, digitally first way?

The Approach

We want to provide the right beverages, at the right time, for the right people. Therefore we have to change:

1. From an internal perspective to consumer-centric
2. From managing single brands as part of a wider portfolio to managing a value adding portfolio of brands
3. From product centric augmented by digital to digital first delivering value through products and services
4. From influenced by statistics to data-driven
5. From single purchase to subscription

The Result:

We created ToBe, the digital beverage companion.

Smarter than Amazon Alexa when it comes to beverage supply and equally connected as the operational system of Apple. Powered and leveraged by all Coca-Cola assets (digital and physical touchpoints). ToBe became the North Star of the Western European Business Unit in 2018 and several projects have been kicked off following the ToBe vision.

“Fabian and I worked together on a transformational project when he was at Coca-Cola.

We worked on the exploration and assessment of new business models. Our work enabled the mobilisation of such a large organisation in a new, exciting direction.

Fabian brought to the table strong marketing expertise, a lot of passion and a pleasant can-do attitude. He contributed to creating a positive and productive collaboration between AKQA and Coca-Cola. He was also used and effective at working remotely. We delivered the whole project mostly by connecting over video and calls and working on shared documents.”

Luca Gatti – Executive Director Business” is locked
Luca Gatti – Executive Director Business” is locked