Coca-Cola started selling alcohol in cans, bringing a whole new world of strict regulations, hefty fines and marketing rules its people knew nothing about.

They asked us for a PDF of dos and don’ts. but we created Team Spirit instead, a global behaviour-change platform that made being responsible feel punk.

We turned the rules of alcohol marketing into a beermat manifesto that Coke CEO James Quincey loved, kicking off a three-year programme that brought tons of new business to Ogilvy.