The missing plus in your functional life equation

As Coca-Cola prepared to introduce Cappy+, a new line of functional juices enriched with vitamins and minerals, the company faced the challenge of aligning diverse regional markets under a unified brand story. To address this, Bruketa&Žinić&Grey developed a comprehensive digital toolkit aimed at providing consistency while allowing local flexibility.

Cappy+ was positioned as more than a beverage – it was designed to respond to consumers’ increasing interest in products that contribute to their wellbeing. Instead of focusing solely on the ingredients, the communication strategy emphasized emotional and mental benefits, reflecting how people relate to wellness in everyday life. This insight formed the basis of a brand platform that centered around the idea of “pluses” or positive effects the drink brings to one’s day – energy, focus, calm, motivation.

To bring this concept to life across digital channels, the agency created a toolkit that could be used across multiple markets and adapted to different cultural contexts. The deliverables included modular content assets for social media, visual and tonal guidelines, iconography, typography systems, and adaptable layouts for digital formats. These assets were designed for ease of implementation while maintaining visual and messaging consistency across regions.

The toolkit also included UX and UI guidance for digital placements such as websites, banners, and interactive media. It emphasized clean, functional design paired with short, engaging messages and animations that communicated benefits in a clear and contemporary visual language. The modular nature of the system made it possible for individual markets to create localized content without compromising the overall brand identity.

By anchoring the campaign in a set of scalable and easy-to-use digital tools, Bruketa&Žinić&Grey enabled Cappy+ to enter the market with a cohesive narrative, while giving marketing teams the freedom to adapt communications to their specific audiences. This approach supported both speed of deployment and long-term brand equity.

The result was a cross-market platform that positioned Cappy+ as a modern, optimistic choice in the functional beverage category- conveyed through a digital presence that was both structured and emotionally resonant.