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Email design

Coca-Cola Western Europe required a flexible approach to emails suitable for consumer messaging to correspond with a new web look and feed.  The project involved performing a content audit across all communication needs that Coca-Cola might have had when pushing emails to their users, whether it be for sending newsletters, IMC comms,  messaging for promotions or re-targeting emails. A library of flexible HTML email components were delivered to the markets including content guidelines to assist with their content goals.


Template design // Wireframes // Email design





Defining an approach based on content needs set the requirements ahead of the wire frame designs. 30 flexible variants were outlined in this phase.

The context (and availability of content) of an email would need to be determined in order to select the appropriate combination of content modules to use for an email campaign.

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Wireframes were outlined for the primary content scenarios as well as for the global header and footer container.


These were prepared for the development team as guidelines for build.


Once the emails were built, a toolbox was made available to the markets where they could apply different combinations of the variants depending on the context of their communications.

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Mock-ups were delivered using interchangeable and reusable content modules. They were presented in the context of the Coca-Cola UEFA Euro 2016 IMC in order to demonstrate to markets how the template could look with relevant content stories and photography.

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The business unit directors delivered the template toolkit to all the local markets. The flexible approach provided confidence for the markets teams to roll out emails that appropriately accommodated all of their communication needs. The template designs were used and sent to consumer mailing lists across the whole European business unit (14 markets).

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