Overview
For over 30 years, Coca-Cola® has proudly presented the ESSENCE Festival of Culture®, celebrating Black women’s joy, resilience, and cultural influence. This year, the brand extended its presence beyond the main venues, welcoming guests from the moment they arrived and making joy part of every experience.
Program Goals
Boost product trial and visibility beyond the festival’s main footprint.
Create culturally relevant moments that build authentic connection with attendees.
Capture stories showcasing Coca-Cola®’s enduring bond with the ESSENCE community.
Approach
On July 4th, Matrix MKTG transformed four premier New Orleans hotels into vibrant cultural hubs with a high-touch lobby activation. Guests experienced Coca-Cola® drink carts, smartwater® sampling, live DJs, local hosts, and interactive programming, turning ordinary spaces into unforgettable festival moments.
To deepen engagement, Matrix layered in content capture—inviting attendees to share ESSENCE Festival memories and Coca-Cola® moments. These stories became a living archive of joy, connection, and collective history shared between Coca-Cola® and its community.
Paired with premium sampling, photo ops, and branded giveaways, this experience fueled organic social sharing and amplified the celebratory spirit well beyond the lobby.
Results
Strategic placement and cultural resonance turned refreshment into meaningful brand engagement:
9,432
samples distributed across four hotels in one day
97%
rated the experience
5 stars
100%
loved the hotel
lobby concept
96%
said it increased
purchase intent
Through thoughtful design and storytelling, Matrix MKTG transformed visibility into emotion, memory, and meaning, reinforcing Coca-Cola®’s legacy as part of ESSENCE Festival’s enduring magic.
