Coca Cola Brand Ambassadors

Staying consistent and up-to-date on brand knowledge has never been easier (or more enjoyable) for thousands of employees at Coca-Cola European Partners using the online Ambassador Hearts Challenge from Sponge.

It's hard to find a corner of the world where you can't enjoy a Coke – it's the ultimate global brand. With more than 25,000 employees, Coca-Cola European Partners aims to empower its whole workforce to represent and promote the brand.

Why did Coca-Cola need to empower their Brand Ambassadors?

Whether in their day-to-day work or social situations, employees need to feel confident in communicating the facts about Coca-Cola's products and challenging misconceptions. Instructor-led workshops meant employees were getting different messages across territories.

A few key challenges we identified:

  • Lack of confidence among Brand Ambassadors
  • Inconsistent messaging across countries
  • Missing opportunities to engage and excite employees


Senior Manager Instructional Designer, Coca-Cola European Partners

Justin Whayman

"We needed a fun and engaging way to share brand information and values with employees enterprise-wide across Europe."

How did Sponge empower Coca-Cola’s Brand Ambassadors?

Loving the brand is central to Coca-Cola’s philosophy so we created the Ambassador Hearts Challenge – a fully responsive, digital learning campaign. Combining facts and fun, it empowers and motivates the Brand Ambassadors to learn the product knowledge they need to boost their confidence.

A mix of quiz-based techniques bring the facts to life through knowledge checks and scenario-based questions. We carefully designed the questions so they replicate situations that the Ambassadors might face in real life, placing real-world context at the centre of the solution. Correct answers win hearts, with totals over 25 added to a Europe-wide leaderboard. Importantly, the number of hearts per country was converted into a donation to charity. This gamification element links knowledge to reward, introduces friendly competition to motivate and inspires a commitment to community.

The leaderboard was translated into multiple languages so each territory gained maximum engagement from the campaign. The whole experience was developed by our multi-device design experts using the Adapt authoring framework, making it easy for mobile workers to take part. It runs using our analytics platform to display competitor data in a webpage accessible across Europe.

Refreshing feedback and results from the campaign:

  • 3,600 upskilled Brand Ambassadors
  • Exceeds expectations, with an uplifting campaign capturing the heart of the brand
  • Completed across 10 countries
  • Consistent brand messaging across Europe

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