Two of the world’s most loved brands – Coca-Cola and OREO – were coming together to celebrate friendship. VML was asked to transform the spirit of this “Besties” partnership into a viral sensation and make this iconic collaboration the most talked-about launch of 2024.

I’ve been to a bunch of pop-up events this summer and this was one of the best ones. Love how interactive it is and all the different experiences, especially the Spotify one.

Attendee at VML's "Besties" event

Coke and OREO's epic partnership needed an equally epic launch to make this tasty campaign collaboration famous.

For Gen Z, being a bestie isn’t a quiet friendship — it's loud, out-there and celebratory and to them, their "fam" is literally their family.

We created an exclusive invite-only event in Los Angeles where fans could experience Bestie Mode themselves through a series of engaging friendship-themed touchpoints, all designed to drive content creation and earned media.

The experience far exceeded benchmarks for attendance, dwell time and expression rates.

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