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Evolution into Premium

Agency: BMC - Spain.

Client: The Coca-Cola Company - UK.

The Challenge: To deeply understand the meaning and textures of premiumness in order to

co-create with TCCC team the opportunity areas to evolve Fïnley as a premium adult sparkling brand.

Methodology: Semiotics for the exploration of experiences, emotional and symbolic meanings of premiumness today.

Performance: Key insights and a rich map of meanings about premiumness, codes and expressions within the category.


Semiotics offers an ‘outside in’ analysis of brand meaning, in order to unlock category codes that surround the opportunity and unveil

the most meaningful expressions of the Brand Values.

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