CocaCola EuroPacific Partners brand and digital experience refresh

Transforming Coca-Cola EuroPacific's digital communications

Launched in December 2024 www.cocacolaep.com

Brief

• Following a redesign by Interbrand, CCEP needed a new website to bring this revolutionary new brand to life. The client wanted to demonstrate digital leadership with innovative approaches to design, functionality and content at the heart of the project.
• I was tasked to deliver a sector defining and value-adding content strategy, user experience, and website design system.
• The overarching ambition was to better tell the stories behind the business operations, bringing the sustainability narrative and people at the heart of the business to the fore - giving life to the new brand identity.

Tasks

• Website content and design audit: I conducted an audit of the site that looked at the content, experience and design of the site through the lens of best practice and knowledge of FTSE100 corporate website communications and in line with key site landing page analytics.
• Stakeholder interviews: I conducted six stakeholder interviews with individuals from across the business representing different audience types to gather their requirements for the site.
  
• Peer review: I also benchmarked 16 companies across the CCEP peer group and a few out of sector sites; which included looking at 192 data points across brand impact, site purpose and identity, story and content and user experience.  
  
• I ran a MoSCoW rating exercise across all content requirements. This list became the live content matrix for the site, acting as an inventory for content development throughout 2024. Content items were ranked in order of priority,  enabling a phased approach to ongoing content development.

Action 

• The new site must be environmentally friendly, with a reduced carbon footprint but at the same time deliver an engaging experience for all stakeholders and users.
• A new site structure was needed in order to deliver a simplified, logical navigation menu that eradicated duplication of content and had user friendly labelling.
• I updated the persona profiles based on stakeholder interview findings, and mapped out key user journeys for these persona profiles using Gen AI.
• Using the insights gathered, I developed a content matrix, mapping all the existing content from the current site and identifying new content from the annual report and investor presentation better told the sustainability story that CCEP wanted to present.
• The outputs of the audit and matrix enabled me to identify content themes, topics and stories relevant to audiences.

• Developed 26 content briefs, which laid out the content of each of the key wireframe pages, showing the modules and suggested wordcount for each element of the modules. These were then populated by the CCEP relevant stakeholder teams, with oversight from the CCEP corporate communications team.
• A suite of wireframes to reflect the key pages of the website were based on my scamps and content hierarchy mapping in order to develop the right types of modules and features across the pages. In total, we developed 30 wireframes to reflect the changing nature of the design, modules and content required for the new site.
• Through wireframing and content mapping, I ensured modules were fit for purpose and as a result I scamped new features and page designs to meet business and audience needs. We looked at what modules to keep, edit and remove and developed a more flexible framework to include text, image and video. 
• We addressed the layout and look and feel of the site to create a more engaging and consistent experience across platforms delivering an elevated design that took the brand elements from Interbrand into an elevated digital experience.
• I reviewed the decentralised governance approach and made recommendations for a hybrid content publishing model, that placed ownership of the site firmly into one role.  
  
• Delivered a new publishing process, workflow and review model for the various content owners to follow when creating content, to ensure that every piece of content was on message, of high quality and fit for purpose.
• Co-wrote the job specification for a new hire to take ownership of ongoing website management and maintenance - this role would sit in the corporate communications team.
• Based on the messaging, content strategy and governance work, I reviewed CCEP's existing marcomms plan and put together a revised channel strategy mapping key campaign messaging frequency and targeting alongside an updated KPI measurement framework.
• We worked with a third party developer agency to sunset V4 of Silverstripe and upgrade to v5 as part of this project. We recommended to continue hosting the site on AWS as it has an increasing focus on sustainability and implemented the ‘reduce power’ toggle that users can switch on to reduce the size of images, remove / reduce animation, switch to less energy intensive colours.

Results

• The new CCEP.com website delivered a streamlined, storytelling experience, that put sustainability at the heart of their narrative, whilst reducing their CO2 footprint; and which created a compelling visual experience that met both business goals and audience needs that was on budget and on time.
  
• We extended the new brand identity work from Interbrand to include icons, graphics, animations and colour; whilst ensuring the designs were fit for purpose for the digital experience and were designed with green credentials.
• We recommended running a monthly content meeting with Conran Design Group to help shape the ongoing content plan and quarterly progress reviews, to include insights from competitors, as well as analytics to validate the plan.  
• www.cocacolaep.com