George Wheen led several successful branding campaigns for Coca-Cola and Powerade. For Coca-Cola, he unified four distinct brands into a single Coca-Cola brand with a new visual identity and launched a "Choose Happiness" campaign that achieved unprecedented YouTube views. For Powerade, he developed the "Inner Gear" campaign using athletes like Wayne Rooney and Jessica Ennis to establish Powerade's role in hydration and drive awareness. His campaigns increased market shares and brand sales significantly.

1. BUILDING BRANDS THAT
STAND OUT FROM THE CROWD
GEORGE WHEEN

2. COCA-COLA

3. LED MASTERBRAND LAUNCH
A ONE BRAND APPROACH ACROSS COKE TM

4. TO TRANSFORM AN ICONIC BRAND
FROM 4 DISTINCT
BRANDS
TO 1
UNIFIED BRAND

5. WITH A NEW VISUAL IDENTITY
FOR CONSUMERS, TRADE & STAKEHOLDERS

6. DEVELOPED & LAUNCHED TV CAMPAIGN TO
ESTABLISH ONE BRAND POSITIONING
“CHOOSE HAPPINESS”

7. WITH A SOCIAL FILM ACHIEVING
UNPRECEDENTED VIEWS FOR COCA-COLA
https://www.youtube.com/watch?v=839sF-RdvcI
17 MILLION VIEWS ACROSS YOUTUBE &
FACEBOOK

8. WITH PRINT TO ESTABLISH VARIANT
BENEFITS

9. LED 100 YEARS OF
CONTOUR
CAMPAIGN

10. ADAPTED “KISS HAPPINESS” TVC
THAT ESTABLISHED CAMPAIGN IDEA

11. DEVELOPED ICONIC VISUALS THAT
DROVE IMPACT - OUTDOOR

12. GENERATING FRONT PAGE NEWS IN
CHALLENGING ENVIRONMENT FOR COKE

13. LEADERSHIP OF “SHARE A COKE”
CAMPAIGN 2014

14. A CAMPAIGN OF UNPRECEDENTED SCALE FOR
COCA-COLA

15. THAT HAD HUGE COVERAGE IN MARKET

16. WE MOBILISED COCA-COLA EMPLOYEES ACROSS EUROPE

17. AND INTRODUCED CAMPAIGN INNOVATION TO INCREAS
CAMPAIGN ‘TALKABILITY’

18. AND USED SOCIAL LISTENING TO GENERATE ADDITIONAL
ENGAGEMENT

19. WE ADDED E-COMMERCE TO DELIVER AMAZING PERSONAL
EXPERIENCES

20. RESULTS
 IC VOLUME SHARE
+1.3PTS
 RECORD BREAKING
CAMPAIGN
AWARENESS
 INCREASED TEEN
RECRUITMENT

21. TV
DIGITAL SHOPPER
GB SPORTS BOTTLE ACTIVITY WAS HUGELY
SUCCESSFUL – 3.2% REDEMPTION - HIGHEST EVER
CCGB PROMOTION

22. DEVELOPED A COMPELLING BRAND
POSITIONING

23. LEVERAGING PASSIONS, ASSETS &
EXPERIENCES

24. … WITH RELENTLESS PERFORMANC
 NO. 1 ENERGY DRINK ASSOCIATE
MUSIC
 2013 - NO. 2 ENERGY DRINK
 £100M BRAND SALES
 KEY DRIVER COCA-COLA GB
INCREMENTAL PROFIT

25. 25
LED POWERADE
BUSINESS IN
EUROPE

26. DEVELOPED “INNER GEAR” CAMPAIGN
UTILISING HIGH PROFILE ASSETS
WAYNE ROONEY

27. TEAM GB – BEIJING OLYMPICS
DEVELOPED “INNER GEAR” CAMPAIGN
UTILISING HIGH PROFILE ASSETS

28. LAUNCHED POWERADE ZERO WITH JESSICA
ENNIS AS AMBASSADOR
JESSICA ENNIS

29. HYDRATING
LED 2012 EUROPEAN AND GLOBAL POWERADE
OLYMPICS & EURO CAMPAIGN

30. 20122010
EURO
DRIVE AWARENESS OF POWERADE’S
HYDRATION ROLE ON FIELD OF PLAY
ESTABLISH PRODUCT PORTFOLIO AND
OLYMPIC ASSOCATION
ZERO
Disruptiv
e Design
standard
packs /
Gift with
purchase
(JPG
bottle)
PARALYMPICS
Latest
fashion,
competitions
JPG:
exclusive
interviews and
accessories
OLYMPICS
100M
FINAL
TICKETS
ION4
SPORTS
BOTTLE
ACTIVATION
OLYMPIC VISION – A CAMPAIGN 3 YEARS IN
DURATION
1 YEAR TO
GO (GB)
2011

31. IN 2012 LEVERAGED POWERADE’S UNIQUE
PIECE OF SPORTS KIT

32. VIS
ON FIELD OF
PLAY
SHOPPER
ACTIVATION
TVCSOCIAL MEDIA
OUTDOOR &
PRESS
COMMUNITY
2012 CAMPAIGN: ALL CONNECTION POINTS FOCUSED
ON COMMUNICATING ROLE ON FIELD OF PLAY

33. RESULTS
 Activated 25+
markets globally
 Smashed
Campaign norms
 High Brand
Association with
Olympics
 Sales in GB +33%
YOY
Classified - Confidential