Context

Relentless Energy was scaling rapidly across Europe as a challenger brand inside Coca-Cola. To build deeper brand meaning and long-term equity, the opportunity was to move beyond short-form campaigns and create premium content that expressed Relentless’ belief in commitment, sacrifice, and creative obsession. This required taking a risk Coca-Cola had not taken before: feature-length brand storytelling.

Approach

I led the development and delivery of Coca-Cola’s first feature-length content strategy, commissioning and launching two documentaries, Lives of the Artists and Powers of Three. Rather than traditional sponsorship, we positioned Relentless as a patron of modern artistry, spotlighting musicians, surfers, and snowboarders who treat their craft with the same intensity and discipline. The films featured talent including UNKLE and Jeremy Jones, and were produced to cinema-level standards. We secured broadcast and distribution through a media partnership with Channel 4, alongside digital and endemic media placements, ensuring the work reached both mainstream and core audiences.

Results

The documentaries established Relentless as a brand willing to invest deeply in culture, not just advertising. Broadcast and digital distribution delivered significant reach and credibility, while the films earned strong critical response within music, surf, and snow communities. The work supported Relentless’ rapid growth trajectory, contributing to the brand doubling in size in under two years and reaching number two volume share at 10 percent, with stronger equity than category leaders in key markets.

Learnings

Long-form storytelling builds brand equity when it treats culture with respect. Investing in depth, craft, and authentic distribution creates meaning that short-term advertising cannot.

Agency Partner Ross Cairns, Resistance Partners