New Cola Target Analysis Christina Herrmann Krystal Plomatos Brian Swann

African Americans 165 index Hispanics 162 index Who drinks carbonated drinks? 14-20 times a week

African Americans 165 index

Hispanics 162 index

Glass half empty.

Follow the bubbles.

Our Target Top 100 Metro Markets 18-29 years old Urbanistas 25 million strong

Top 100 Metro Markets

18-29 years old

25 million strong

52% more likely to enjoy trying new drinks.

Who are they? Lives in a city or urban area Craft urban families Socially conscious Urbanistas

Lives in a city or urban area

Craft urban families

Socially conscious

General Demographics Urbanistas 24 years old 51% female, 49% male 70% single 255 Index of expectant children (2 children avg.) 65% White, 26% Hispanic, 13% African American Individual Income $25,000, Average HHI $88,000 55% full time employment, 30% unemployed 38% high school graduates, 22% college graduates 447 Index of full-time students

24 years old

51% female, 49% male

70% single

255 Index of expectant children (2 children avg.)

65% White, 26% Hispanic, 13% African American

Individual Income $25,000, Average HHI $88,000

55% full time employment, 30% unemployed

38% high school graduates, 22% college graduates

447 Index of full-time students

What’s in their heart? Explore + Express

What’s in their head?

Urbanistas Reflection Most find themselves to be: Confident Brave Sociable Open-Minded Stubborn Reliable Egocentric

Most find themselves to be:

Confident

Brave

Sociable

Open-Minded

Stubborn

Reliable

Egocentric

Urbanistas The Almighty Dollar More likely to work at current job purely for the money Money is the best measure of success Managing it is another story: 41% more likely to spend without thinking 30% agree they’re no good at spending money

More likely to work at current job purely for the money

Money is the best measure of success

Managing it is another story:

41% more likely to spend without thinking

30% agree they’re no good at spending money

Instant pleasure.

Urbanistas The Munchies 58% more likely than average Americans to be vegetarian Know they should exercise more (64%) 44% treat themselves to foods that aren’t good for them Under-index on: “ working at eating a well-balanced diet - 78

58% more likely than average Americans to be vegetarian

Know they should exercise more (64%)

44% treat themselves to foods that aren’t good for them

Under-index on:

“ working at eating a well-balanced diet - 78

We know who they are, but how do they get their kicks?

Gettin’ their kicks Urbanistas

Tech Savvy Urbanistas Any price is justifiable for emergent technology First to grab the newest electronics off the shelf Influence the tech-buying habits of friends

Any price is justifiable for emergent technology

First to grab the newest electronics off the shelf

Influence the tech-buying habits of friends

Media Habits (TV ) Urbanistas 38% in top two quintiles for cable TV Watch evening animation 121% more than any other group Favorite programming includes: General Drama Reality TV Music Comedy

38% in top two quintiles for cable TV

Watch evening animation 121% more than any other group

Favorite programming includes:

General Drama

Reality TV

Music

Comedy

“ This is where I go to be entertained. You might as well entertain me.”

Urbanistas Media Habits (Internet) Most feel that the internet transformed their free time All internet all the time Why sleep when you can surf? 40% consider themselves Early Adopters

Most feel that the internet transformed their free time

All internet all the time

Why sleep when you can surf?

40% consider themselves Early Adopters

Urbanistas Media Habits (Radio) 48% listen everyday 60% always listen while driving 25% more likely to be very receptive to radio advertising

48% listen everyday

60% always listen while driving

25% more likely to be very receptive to radio advertising

Urbanistas Media Habits (Magazine) 37% in top two quintiles for magazines First-time parents read nearly 300% more parenting magazines Favorite type of reading: Celebrity gossip Beauty/Style Gaming Cars

37% in top two quintiles for magazines

First-time parents read nearly 300% more parenting magazines

Favorite type of reading:

Celebrity gossip

Beauty/Style

Gaming

Cars

Urbanistas Media Habits (Non-Trad) Sit up and pay attention when they see ads: at bus stops 168 on trains 180 atop taxis 174

Sit up and pay attention when they see ads:

at bus stops 168

on trains 180

atop taxis 174

Free Refill Urbanistas Young city dwellers who are exploring themselves and their world Love colas and trying new ones Care about money, but don’t know what to do with it Try to be healthy, but in the end splurge on treats for themselves Tech savvy advertising sponges

Urbanistas

Young city dwellers who are exploring themselves and their world

Love colas and trying new ones

Care about money, but don’t know what to do with it

Try to be healthy, but in the end splurge on treats for themselves

Tech savvy advertising sponges

Feel free to quench your thirst for knowledge.