One of the world’s most recognized brands, Coca-Cola, retained Resolute to handle all of the communications activities for the unveiling of a commemorative-edition Coca-Cola can featuring the Chicago Blackhawks logo in recognition of the Chicago Blackhawks Stanley Cup championship.
 

Resolute focused its efforts on aggressively securing significant earned media on Chicago’s morning news outlets, particularly television and radio, to maximize visibility and awareness about the commemorative-edition cans and the Coca-Cola brand.

All of the region’s morning news programs – ABC, CBS, NBC, FOX and WGN – included the Coca-Cola products live on camera and several of the shows kept the Coca-Cola commemorative-edition cans on display throughout their programs, resulting in hours of media coverage for Coca-Cola.

In addition to the significant television coverage that was generated, radio hosts talked about the commemorative cans during their shows, including a segment on WGN-AM dedicated to the excitement surrounding Coca-Cola’s cans.