In 2025, Dig In ran a hall activation for Coca-Cola’s alcoholic ready-to-drink range: Jack Daniel’s & Coca-Cola, Absolut & Sprite and Bacardi & Coca-Cola. 200,000 cans went out across 400+ halls in 70 cities in under four weeks, handed out by hall managers to students aged 18 and over. Of the students who tried a drink, 96.8% would recommend it and 84.9% were likely to buy it (n=1,138). Coca-Cola booked 400,000 samples for 2026.
The brief
Coca-Cola wanted adult students to try its alcoholic ready-to-drink range, and wanted data from the students who received it. It needed a hand-out point it could control and one drink per person.
What we did
Stock went to the reception of each hall. Hall managers set out a display in a communal area, with posters, and handed one can to each student aged 18 or over. The posters pointed students to a survey, which they answered after trying the drink.
The result
200,000
cans handed out across 400+ halls in 70 cities, in under four weeks, 2025
96.8%
would recommend the drink they tried, n=1,138, 2025
84.9%
likely to buy, n=1,138, 2025
4.3 / 5
average rating for the drinks, n=1,138, 2025
1,138
students who tried a drink answered the survey, 2025
What it means for brands like yours
An alcohol brand can reach adult students where they live without running a bar or an event. A hall gives one controlled hand-out point, one can each. The survey then tells you which drink in the range to lead with.
Questions
Which drinks did Coca-Cola sample with Dig In?
Jack Daniel’s & Coca-Cola, Absolut & Sprite and Bacardi & Coca-Cola, in 2025.
How were the cans handed out?
Hall managers handed one can to each student aged 18 or over, from a display in a communal area of the hall.
Would students buy the drinks?
84.9% of students who tried a drink were likely to buy it, and 96.8% would recommend it (n=1,138, 2025).