Water is for life. Coca Cola is for living.

1. Life is sweet.
Life is colorful.
Life is Living.

2. Life is a collection of moments.
A new day.
A postcard in the mail.
Getting caught in the rain.
Those are the kind that find you.
Sitting on the beach until sunrise.
Roadtripping across the country.
Standing at the foot of a waterfall.
These are the kind that are found.

3. A collection of moments.
We see the world as an opportunity waiting to happen. It never stalls. It’s never
static nor dormant nor lingering.
It is ceaseless. It walks forward. It is possibility, imagination, desire and
satisfaction.
It’s every sight, smell, taste, sound and feeling.
We believe in being the experience that is shared the world over between
friends, family and strangers alike. We are the quiet smile between you and
yourself as well as the burst of laughter with those you care about. We add
to the palate of a life that is lived. The kind of life that rouses the senses and
satisfies the heart.

4. Our opportunity.
We provide the unique type of joy and excitement that is widely embraced yet
still exciting and singular. Of course like all that excites we need to engage the
imagination and inner boldness that inspire those who we serve.
At present a part of our audience believes it is better served by the sanctum of
the predictable and the ordinary.
We should take this opportunity to remind the world that life is not about
filling gaps and taming chance. It’s about collecting moments. A feeling that
is taken with you even if just in your heart, even if just for a fleeting instance.
Something that is yours and yet can be shared among others at the same time.

5. World of wonder.
We know that moments of living can be both intimate and private as well as grand, celebratory and
far-reaching. However, they all share a permeating inner satisfaction of belonging to something as
much as it belongs to you.
The people we serve are comforted in owning their moments as much as they enjoy sharing them
with those who possess a similar appreciation like the smallest yet largest inside joke. They seek
out experiences where they can indulge their desires while divulging what it feels like to a broader
audience. These can range from a solitary meal at their favorite local eatery attended by the rest
of the world through the lens of a smartphone, backyard barbeques that gather friends new and
old or sporting events where they cheer alongside hundreds of equally fervent devotees they’ve
never met. They value convenience and accessibility because the world will move on without them
if they don’t follow close behind. They are always connected with through the use of the internet
and social media both on their mobile devices and at home where seek out content that inspires the
parts of them that desire to see the the world “happening.”
They are youthful but not necessarily young. They are the present and future shapers of the world
either taking in its learnings at school or working to make their own place in it.

6. Where shall we begin?
Never before have moments of life been more available to be experienced
and witnessed both in-person and through the sharing of stories, photos and
videos on social media. In this climate of endless sensory information the
wonder of the extraordinary is sometimes lost among the amusements of the
banal, stoic and expected.
We should remind our people that life’s ordinary moments can serve to make
the extraordinary ones that much more memorable and worthwhile. That life’s
experiential treasures are discovered actively and not presented to them.
That even among the routine a little daring and a little boldness can make any
moment meaningful.

7. Why is it important?
The people we serve are driven by the desire to seek out experiences that are
bigger than they are yet also part of themselves. They want to feel connected
to the wondrous occurrences that they witness and take part in.
We are fortunate enough to be widely known and admired around the world
as an enduring symbol of excitement and joy. We’ve been able to capture the
imagination of those we serve by tapping into the myriad of memorable ways
that a single experience can be imagined. We are the embodiment of a shared
sense of wonder the world over.

8. Following through.
In inspiring a life made of moments our brand will introduce wonder back into
a world where technology and accessibility seem to have informed imagination
out of the human experience.
This way we leave everyone we touch with a piece of how we see the world, of
how our offering contributes to that vision so that everyone who reaches back
leaves us with a small piece of them.

9. Inspire people to seek out and
value meaningful moments
in brief: