Coca-Cola EuroPacific Partners – Global Corporate Website Relaunch & Digital Experience Transformation

Transforming Coca-Cola EuroPacific's digital communications

Launched in December 2024 www.cocacolaep.com

Context & Brief

Following a major rebrand led by Interbrand, CCEP required a next-generation corporate website to reflect its renewed brand identity and demonstrate digital leadership. The goal was to create a sector-defining platform that elevated sustainability storytelling, humanised the business through its people, and delivered a lower-carbon, accessible digital experience across all markets.

My Role & Leadership

Appointed by Conran Design Group/Havas as Digital Strategy Director, I:

• Led cross-agency strategy and experience architecture—aligning brand, UX, content, design, and development partners.

• Directed C-suite and senior stakeholder engagement through structured interviews, workshops, and MoSCoW prioritisation to align business objectives with user needs.

• Oversaw governance and workflow transformation, co-writing the new web manager role spec and embedding sustainable publishing practices.

• Championed AI-assisted methods—using Gen-AI to refresh persona profiles and map key user journeys for testing and prioritisation.

Key Actions & Deliverables

• Audit & Benchmarking: Conducted a rigorous audit of content, UX, and design, benchmarking 16 peer and out-of-sector sites against 192 data points for brand impact, storytelling, and experience.

• Content Strategy & Matrix: Designed a live content matrix as the single source of truth for all content requirements, enabling phased development and agile decision-making.

• Wireframing & Experience Design: Produced 30 wireframes based on my scamps and hierarchy mapping to guide module design, storytelling flow, and mobile responsiveness.

• Sustainable Experience Design: Collaborated with developers to upgrade to Silverstripe v5, host on AWS for sustainability, and implement a ‘reduce power’ mode to minimise energy usage.

• Channel Strategy & Measurement: Refined CCEP’s marcomms plan into an updated channel strategy with campaign cadence, targeting, and a KPI measurement framework for post-launch optimisation.

Results & Impact

• Delivered a streamlined, storytelling-driven platform—on time and on budget—that positioned CCEP as a digital leader in sustainability.

• Reduced CO₂ footprint through green design features, optimised hosting, and flexible publishing workflows.

• Extended Interbrand’s visual identity into fit-for-purpose digital elements (icons, graphics, animations, colour systems) for a consistent, elevated experience.

• Improved engaged session rates by 43% (first three months post-launch) and drove measurable uplifts in conversion and brand visibility.

• Established ongoing content governance, monthly planning meetings, and quarterly analytics reviews to sustain momentum and validate strategy.

• www.cocacolaep.com