AMC Theatres and Coca-Cola have teamed up for over 100 years to make the in-theatre experience special. Recently, they wanted to bring more teens back to the movies and made a coupon to attract them with an exclusive combo deal.

Spoiler alert: our research concluded teens felt the coupon language was ‘cringe’ and ‘gross’. (Ouch.)

My team set out to help AMC + Coke create a brand new, holistic campaign Gen Z would ultimately love. And let me tell ya–there’s nothing better than the genuine approval of teenagers.

We were tasked with finding a way to authentically connect with this shape-shifting, content-consuming, young audience.



Easy, right? We had two brand treasures: AMC Perfectly Popcorn and the Coca-Cola Freestyle Machine. But we needed a hook.

Enter, Flavor Make It. A rally cry of an idea, intended to put the infinitely customizable power of the Coca-Cola Freestyle Machine and the AMC Theatres concession stand into the minds, hands, and mouths of our notoriously skeptical yet highly creative Gen Z audience.

Our concept was inspired by the sights and sounds of the movie experience: popcorn popping, soft drinks pouring, candy crunching… which we used as the foundation for a funky fresh and highly kinetic audio track.

Once we had a track and our hook, we needed a look. So we partnered with an animation house to create a fun-filled technicolor world delivering a visually satisfying experience designed to spur ritualistic behavior between teens and our two world-class brands. 

We created a 30-second departure from reality, featuring a friend group as they’re momentarily transported to a flavor-filled universe.

Then our campaign exploded into so much more. You saw the original coupon… research participants basically told our client to never say “HEY TEENS!” to them ever again.

Next challenge: how do we advertise to teens on social media without actually saying ‘teens’ or coming across as a cringy brand?

Simple, really. Just be cool. Give the Flavor Maker Combo a great price point and invite them to the theatre. So that’s what we did.

Plus, our PR team activated TikTok Creators to feature the #FlavorMaker combo in their own unique ways.

The paid media component of reaching our younger Gen Z audience was crucial.

We knew we needed to show up on the platforms they spend the most time on, so we bought placements on streaming services, YouTube, TikTok, Snapchat, Instagram and Facebook. (Now before you say, bisshhh the kids aren’t on Facebook, let me explain…we switched up the copy to target parents – helping them get street cred with this deal for their kids.) And it worked!

CAMPAIGN Results:

• 142M impressions and 1.2M engagements across social

• Influencer Partners had an astounding 8.19% average engagement rate, +4% above industry standard

• 16M uses of Flavor Maker gifs and stickers

• 4.1% Add-to-Wallet conversion rate

The $5 Flavor Maker Combo flexed throughout the year between popcorn + soda or popcorn + ICEE drink. Research also told us teens prefer ICEE, so we came up with a plan to encourage trial of the Coca-Cola Freestyle machine.

We partnered with the Freestyle Innovations team to create three brand new, Gen-Z inspired soda flavors available exclusively on the machines at AMC Theatres.

Our team named the fun fruity recipes Mello-Drama, Lime Traveler and Slasher Splasher and we designed the interactive user interface screens. Messaging encouraged our audience to flex their Flavor Making skills by mixing and sharing their favorite new flavor or trying one of ours. 

With the Flavor Make It campaign, we gave teens creative freedom…and a little inspiration.

A landing page housed the digital Add to Wallet button along with what we dubbed the ‘Flavor Maker Menu’ and ‘Snack Hacks for Your Pack’ – candy, popcorn + soda pairings to deliver the ultimate flavor sensations with their $5 Flavor Maker Combo.

Ultimately, we learned that teens don’t go to the movies to escape – they come to be present with their friends and share without hesitation. The Flavor Make It Campaign simply provided a great deal to encourage more group visits and more exploration of their favorite flavors.

The campaign was a success in establishing the AMC Theatres x Coca-Cola moviegoing experience as a ritual worth repeating.