It will be rolled out in two phases; the first being the introduction of the Griffin through graffiti walls, blogs and other social networking platforms, while PR amplifies the messaging through a creative media engagement campaign.
A television advert introduced the Griffin and the philosophy and inspired a following for the movement's primary tenet to do things differently. The second phase of the campaign will introduce short documentaries of real-life heroes with extraordinary stories who advocate living outside of the norm.
The brand philosophy has concentrated on the clandestine youth culture - celebrating being free and living and doing the extraordinary, no matter the circumstances and regardless of society's ideals.
The Griffin Movement has brought the brand to life and reinvented it, not only within the category, but within the beverage market itself.
"We felt the need to expressively change our business and to take advantage of the new competitive environment and the opportunities it presents. Having decided to transform on the business front, it seemed logical to align the branding as well. The new logo is about creating bigger goals and visions, non-stop expansion, just as the griffin has a keen vision and tenacity," says Yigit Yokus, brand manager Coca-Cola.
