Agency: BMC - Spain.

Client: The Coca-Cola Company - UK.

Context: A project focused on Fïnley, aimed at exploring how the brand could evolve within the sparkling drinks category towards a more premium and adult positioning.

Tension: Premiumness in beverages is often expressed through established aesthetic and narrative codes, which risk becoming repetitive and limiting.

For a brand like Fïnley, the challenge was to move beyond generic premium cues and define a more distinctive and contemporary expression of value.

Insight: The analysis revealed that premiumness is not a fixed attribute, but a dynamic cultural construct shaped by evolving emotional and symbolic meanings.

Consumers increasingly associate premium experiences with subtlety, balance and personal resonance, rather than with overt signals of status or sophistication.

Implication: This opened the possibility to redefine how Fïnley could express its premium identity, by activating more nuanced and experiential codes.

Rather than amplifying traditional premium markers, the brand could position itself through a more refined and contemporary language, aligned with adult consumption moments.

Impact: The project generated key insights and a structured mapping of premiumness, identifying codes, meanings and opportunity areas to support the evolution of Fïnley’s positioning.