Coca-Cola Taste the Feeling Campaign
The #HokiesTasteTheFeeling campaign at Virginia Tech, launched in February 2018 by the Pamplin College of Business, was an interactive campus initiative aligned with Coca-Cola's global marketing campaign. The initiative featured a student-designed mural on the Drillfield, with a contest created to develop a design that blended the global “Taste the Feeling” aesthetic with Virginia Tech’s unique culture and sense of community.
The Winning Collaboration
The Mural: Following Coca-Cola and Virginia Tech brand guidelines, a mural was created to illustrate the colorful moments students experience throughout their time at Virginia Tech. Although the campus is large, the university’s strong sense of unity and community inspired us to emphasize not only “my moment,” but “our moments” as well.
The Designers: The mural was a collaborative effort between Giannina Vera (Creative Director) and student designer Hannah Largen.
Engagement: Through the interactive design, hundreds of students were invited to “leave their mark” by writing their favorite memories directly onto the mural while enjoying complimentary Coca-Cola products.
