AMC Theatres® and The Coca-Cola Company have been partners in creating the very best movie theatre experience for over 100 years. And most recently, they set out to reach the most elusive audience of all - the teenager. AMC and Coca-Cola aimed to solidify AMC’s Perfectly PopcornTM and Coca-Cola Freestyle® drinks as a movie theatre ritual with an exclusive offer just for teens. 

 Through in-theatre ethnographies among teenagers, we found a standout difference between teens and the general movie going population. While other generations may see the theatre as a place to escape, teens see it as a place to be fully present and fully themselves with their friends. In the theatre, they are comfortable sharing, without any hesitation. AMC Theatres and Coca-Cola could be the perfect partner to own and amplify this unique teen experience.

AMC and Coca-Cola harnessed the impulsive, passionate sharing nature of teens and developed a call to create and celebrate all the different ways teens can share their flavor. The integrated campaign came to life through an anthem spot, flavor maker mixes and snack hacks, custom Coca-Cola Freestyle flavors, paid social, and influencer partnerships.