The AHH Effect

The AHH Effect” captures that layered feeling of happiness, satisfaction, and instant refreshment that hits the moment an ice-cold Coke meets your taste buds. Basically, if a smile made a sound, it’d probably be this.

To bring that idea to life, we built a teen-focused digital campaign made up of 61 playful experiences — from quirky games and short films to endlessly scrollable GIFs. Every piece explored a different dimension of “AHH,” turning the simple act of sipping Coke into an entire mood.

It was all about showcasing Coke as the ultimate refresher — but doing it in a way that felt fun, surprising, and made for the internet.