First Coca-Cola ad in the
Atlanta Journal 1894 1950
1930’s First Coca-Cola T.V.
First sold in Image of red and white
1885 6 oz. bottles ad created
Logotype created 1916 Santa Claus is promoted
“Hobble-skirt” bottle in ads for the first time
“Things go better
design introduced with Coke”
Brand Timeline 1928
First sponsor in the
Olympics in Amsterdam
“Have a Coke and a
1978 “Always Coca-Cola”
Coca-Cola sponsors FIFA for campaign features polar
the first time with its “Coke bears for the first time
adds life...” campaign 2008
“I’d Like to Buy the World a
Coke” campaign: one of the best
campaigns in history
“The Coke Side of Life”
3. Executive Campaign goals
1. Increase consumption by 3 percentage points
in the 13-24 year old target market.
2. Increase brand health by 3 percentage points
in the specified target market.
The key benefit of Coca-Cola Classic for our target is
taste.7 Our campaign focuses on this tangible benefit as
Coca-Cola Classic is the world’s most valuable1 and most a gateway to the Coke Side of Life concept. Essentially
recognized brand.2 In 2006, global consumption of trade- Coca-Cola Classic provides happiness through its refresh-
mark Coca-Cola products rose 3%,2 yet in the United States, ing taste.
the birthplace of the brand, sales have faltered.3 While the
secret formula has not changed, consumer taste is shifting At the intersection of taste and happiness is the
away from Coca-Cola Classic. It is time to refresh the brand tongue. Our creative strategy is to reach Dynamics with
amid changing consumer preferences. a slightly irreverent look at everyday life, focusing on the
tongue as an expression of the happiness found in the
13 to 24 year olds are the key to reviving the brand. Bans on Coke Side of Life. We’re sensitive to the fact that tongues
selling to younger consumers4 restrict the company’s ability are potentially polarizing for certain demographics outside
to reach youth and health concerns stifle consumption as of our target market but inside Coca-Cola Classic’s cus-
consumers age. The company’s future success hinges on tomer base our executions are very targeted and tasteful
its ability to reach 13 to 24 year olds now. to reflect this concern.
Our target market is actively connected. Through We employ public relations strategies and strategic
more than 1200 surveys, 20 in-depth interviews and 3 partnerships to complement the campaign’s executions
focus groups, we learned that through technology, they and maximize their effectiveness. Through guerilla
keep up with the latest social trends, and each other. events and alliances with key brands like the Nintendo Wii,
Many are in school and rely financially on their parents, we will create and sustain buzz in the social, technology-
while some are young professionals. They enjoy cola, savvy target market.
but are not overly brand loyal, flexible when choosing
refreshment. We call them the Dynamics. Non-traditional media are key to reaching the target.
Multi-tasking, channel surfing, and ad-skipping character-
ize our distracted target. Our media plan utilizes a multi-
channel, technology-centric approach to reach and stick
BusinessWeek Top 00 Brands 2006; hTTp://BWnT.BusinessWeek.com/
with the target market.
2 2006 coca-cola annual reporT, pg 8
Beverage digesT 2006 Top 0 Brands; hTTp://WWW.Beverage-digesT.com/pdf/
The beverage world has changed. Now is the time for
american Beverage associaTion school Beverage guidelines; hTTp://WWW. Coca-Cola Classic to make a leap forward to match it.
case sTudy, pg 8
7 campaign survey
Beverage Industry Trends 2
Coca-Cola Brand Overview 3
SWOT Analysis 6
posiTioning and TargeTing
Key Target Insights 7
Target Market Definition 9
Target Market Profiles 10
Positioning Strategy 12
Creative Strategy 13
Creative Palette 14
Creative Execution 1
Promotions and PR 20
media sTraTegy and inTegraTion
Media Plan 21
Media Rationale 23
Cooperative Partnership 28
5. B everage indusTry
Annual Percentage Growth Rate
CSD vs. Energy Drinks
In the past few years, there has been a steady decline in the carbonated soft drink
(CSD) category’s beverage market share.8 Key drivers of this sales downturn include:
• “HealTH smarT” Consumers - Consumers are educating themselves about the
health implications of their consumption choices. This knowledge is causing a
shift in market share from regular to diet soft drinks as consumers make an ef-
fort to be healthy.9 The health smart trend continues with a steady increase in the
market share of diet sodas.
• populariTy of funCTional drinks – The market share of enhanced bottled water,
sports drinks and energy drinks is also experiencing growth at the expense of
Examples of Short-lived CSD regular soft drink consumption. Demand for these drinks is increasing as con-
Brands sumers look for a physical uplift from a “healthy” beverage. We expect this trend
to continue. Functional drink sales are predicted to grow 27% at current prices
• a flood of sHorT-lived Brands - Short-term variations of popular sodas, such as
Dr. Pepper Red Fusion, increase clutter in the soft drink marketplace. The Coca-
Cola Company released 84 new brands in 2006 alone.11 The new drinks flood the
market with temporary products, distracting consumers from Coca-Cola Classic’s
8 Case Study, pg 6
9 Case Study, pg 6
10 Mintel Report, Functional Drinks
2 2004-200 2004-2007 2006-2007 11 2006 Coca-Cola Annual Report, pg 33
6. Brand overview Coca-Cola Classic experienced a
2% sales decrease
• sTruggling wiTH negaTive media aTTenTion - International coverage of incidents in
India and Colombia is affecting the brand image. In the U.S., adverse publicity
about obesity in children also contribues to declining public perception of CSD
• negaTive HealTH perCepTions - In 200, regular sodas began disappearing from U.S.
In 200, Coca Cola chose to use
schools in accordance with an agreement by the three largest beverage companies
to promote a health smart lifestyle.12 88% traditional media
• puBliC response To “THe Coke side of life” - Coca-Cola successfully integrates itself to reach 13-24-year-old consumers
into the daily lives of its consumer in an active, mobile and digital world.13 Though
each day 1.3 billion global Coca Cola customers quench their thirsts with a Coke
product, sales of its flagship brand continue to fall.14
• TradiTional Branding TaCTiCs - Coca-Cola Classic’s decade-long (1997-2006) ab-
sence from the Super Bowl is indicative of the brand’s recent avoidance of major
branding opportunities, especially in non-traditional placements.1
Until 2007, Coca-Cola had been
absent from Super Bowl marketing
12 American Beverage Association School Beverage Guidelines; http://www.ameribev.org
13 The Coca Cola Company 2006 Annual Review pg 16
14 “Soft Drink Hard Sell,” The Observer, July 9,2006; http://observer.guardian.co.uk/magazine/
1 Atlanta Jounal-Constitution Online, Ajc.com - http://www.ajc.com/business/content/business/
16 Beverage Digest 2006 Top 10 Brands; http://www.beveragedigest.com/pdf/top-10 2007.pdf
7. C ompeTiTion
Coca-Cola Classic is a well-recognized brand worldwide. Unfortunately, domestic
sales do not reflect Coca-Cola Classic’s true marketing potential. Due to newly
introduced beverages and the growing popularity of the competition, Coca-Cola
Classic sales continue to decline.
Cola flavored sodas: Pepsi, RC Cola, store brand colas
Other brands of cola-flavored soda provide the same experience as Coca-
Cola Classic. Non-loyal cola drinkers cannot even taste the difference be-
tween brands. 17
Pepsi RC Cola Diet Sodas
Other carbonated drinks: Dr. Pepper, Mountain Dew, 7-Up, Diet Sodas
Other flavors of carbonated drinks can substitute Coca-Cola Classic. They
have the same texture and are consumed with similar foods: pizzas, burgers,
snacks. All of these sodas provide the same benefit to the consumer: an
Lemon-Lime Other Energy easily accessible drink that will complement any food.
Sodas Sodas Drinks
Functional drinks: Energy Drinks, Enhanced Water/Sports Drinks, Teas
Functional drinks are rapidly growing in popularity among teenagers and
young adults. They provide a more concentrated dose of caffeine, vitamins
or nutrients for the students and athletes who are in need of energy. With
an overlapping of target market and similar key benefits of providing en-
ergy, functional drinks are taking market share from Coca-Cola Classic.18
Enhanced Sports Drinks RTD Coffee
Tea non-soda CompeTiTion:
Other beverages: Any brand of unfortified juice, water or milk
There is a wide range of drinks available to quench thirst or to complement
a meal or snack. Water, milk and all other drinks compete to satisfy the
consumer’s next wave of thirst.
Bottled Milk Juices
17 Campaign Focus Group
18 Mintel Report, Functional Drinks
8. R esearCH meTHods
• Which aspects of Coca-Cola most attract the target market? Focus Group Pullouts:
• What are psychographic and behavioral characteristics of the target market?
• What is the target market’s perception of CSDs and Coca-Cola Classic? “I buy soda not only because it
• What are the CSD purchase trends among the target market? tastes good but because it keeps
• What are common lifestyle trends within the target market? me up.” - Analuz Vizarretea, 19
• What is the media consumption of the target market?
• We conducted an extensive survey with more than 1,200 responses of 13-24 year we ColleCTed over
olds across the U.S. to gauge the role of Coca-Cola in the target’s lifestyle and to
collect demographic information.
• We held one-on-one interviews with 20 members of the target market for a more
in-depth, personal look at Coca-Cola’s role in the target’s life and their daily
media usage. ConduCTed 20 inTerviews
• We conducted three focus groups consisting of members of our target market,
asking questions about their soda drinking habits, components of their purchase
decisions and perceptions of Coca-Cola and Pepsi.
and Held 3 foCus groups.
“Coca-Cola is an older, conserva-
seCondary researCH: tive brand. Pepsi is young and hip.”
For information on the CSD industry, the Coca-Cola Company and the target market, re- - Brittany Nardone, 16
search was taken from:
• Online databases (Mintel)
• Books (For God, Country, and Coca-Cola: The Definitive History of the Great “[Advertising] should be visually
American Soft Drink and the Company That Makes It - Mark Pendergrast) attractive. It needs to have a young
• Trade publications (Ad Age, Adweek) image, putting in things that we
• Coca-Cola Classic Case Study
like.” - Jorge Noriega, 19
9. SWOT Analysis •
Many tangible product
• Non-traditional media avail-
sTrengTHs able to reach
• More charitable organizations
• Well-recognized, trusted fit with brand values; can
brand name19 team up with new chari-
• Established company19 ties
• Consistent product
• Brand-loyal customer base20
• Successful past advertising21
• Easily accessible product
• Ignores non-traditional
• Does not effectively reach
13-24 years olds22
• Declining sales23
• Target perceives it as an
• Positioning based on
• Health smart trend
erodes market share
• Potential for more negative
• Popularity of functional drinks
• Increasing new competi-
tion in the market 19 Coca-Cola Corporate Website, http://www.thecoca-colacompany.com/ourcompany/awards_recognition.html
20 Campaign Focus Group/Surveys
21 Coca Cola Television Advertising
22 Campaign Case Study, pg 13
23 Beverage Digest 2006 Top 10 Brands; http://www.beverage-digest.com/pdf/top-10 2007.pdf
6 24 Campaign Focus Groups
10. K ey TargeT insigHTs Achieving our Research Objectives
Which aspects of Coca-Cola most attract the target market? Taste.
Taste was the top response no matter how we segmented the
data. All data subgroups represent the importance of taste.
} out of those who
show no strong
Out of general survey population
} out of undergradu-
ates who respond
} out of females who
Brand image Other
Energy Taste had watched ABC
No response Thirst-quencher in the last week.
Just a drink that comes with other food
Positioning and Targeting
What are the psychographic and behavioral characteristics of the target audience?
The target audience invests much of its time in social activities. They feel most comfortable when around others,
and they use multiple forms of communication to keep in touch with others. The target audience values friends
highly and prefers to do activities as a group rather than as individuals.
What is the target market’s perception of Coca-Cola Classic?
Social, conservative and fun are a few words that the target uses to describe the Coca-Cola Classic brand. They
see Coca-Cola Classic as a solid brand that will always be around, though it may not always adapt well to current
trends. The target audence says that Coca-Cola Classic does not put enough emphasis on what is interesting to
11. K ey TargeT insigHTs
What are CSD purchase trends among the target market?
Segmenting through media purchases • 23% of the target market is generally loyal to brands but has not yet made a defi-
nite brand choice for soft drink consumption. These customers are ready to make
Aware of the benifits of segmenting the market, a brand choice but are waiting for a brand that connects with them.
we looked for a divide delineating the target • The target market is health-conscious and thus has increased its consumption of
into two psychographic groups throughout our non-soda drinks; however, it has not given up soft drinks entirely.
primary research process.
We found no such distinct divide. In fact, we
What are common lifestyle trends within the target market?
• Health has become a major concern for the target market. It is, however, a matter
see the younger half of the target attempting
of perception. While 96% of respondents consider themselves healthy or some-
to emulate the older half, aligning with their
what healthy, only 26% watch their calorie intake. Therefore, while being healthy
world views and preferences.
is trendy, few follow a strict diet. Instead, they make their consumption decisions
based on perceptions of healthiness.
With no discernable difference in outlook
within the target, any division of the target
aCTions of people wHo Consider THemselves
into primary and secondary sub-groups
HealTHy or somewHaT HealTHy
would be completely arbitrary.
I watch calories and what I eat
I watch calories
Yet, though their underlying preferences I watch what I eat
may be similar, a high school student Neither
lives in a very different world from a col-
lege student or a young professional.
• The target is generally receptive to advertising; it is less annoyed by advertising
In order to best connect with their
than the older population.
everyday experiences, we plan to
Positioning and Targeting
• 13-18 year olds look to advertising for current trends. They consider both adver-
segment through media channels,
tising and their friends the strongest influences when purchasing the right prod-
allowing us to tailor executions to
the specific life experiences most
• Dynamics primarily drink soda in social settings with friends and family.
relevant to the audience while still
maintaining the underlining mes-
sage among the target. What is the media consumption of the target market?
• 91% of the target audience considers itself to be at least somewhat connected to
major news and world events. The target audience spends much of their time on
the computer, and sees it as a valid source of information.
12. T argeT markeT definiTion Introducing the Dynamics
Our target audience is the Dynamics,
13-24 year old non-loyal beverage drinkers seeking
convenience in their active, busy and connected lives.
Dynamics engage in several activities that involve the use
of multiple communication media at the same time.
How are THey dynamiC?
Positioning and Targeting
Non-Loyal - Dynamics Active - Dynamics are Busy - Dynamics are either Connected - Dynamics
are brand loyal, but have physically active, interest- working, in school, or utilize lots of technology
not yet decided on a soft ed in fitness and health. both. During their chaotic to maintain their social
drink loyalty. days, they socialize with connections and stay
others. connected to the world
13. T argeT markeT profiles
nour shahaB uri magen-david
age: age: 2
middle school sTudenT invesTmenT Banking analysT
perCepTion of life: She likes to live life to the fullest. perCepTion of life: Life brings you unexpected things. You
lifesTyle: Her days are packed with school and homework, must always be prepared for its surprises.
but every night she tries to fit in a couple of hours to lifesTyle: Extremely busy. He was busy in college, but now life’s
watch TV and go online. absolutely crazy. He wakes up at 8 in the morning, goes to
favoriTe weBsiTe: MySpace. work, eats lunch, goes back to work, works out, and goes back
weekend plans: She likes to have fun; she goes to the mall to work. He takes little breaks at the office, though, mostly by
and spends time with her family. Every once in a while, she playing games online.
goes to parties, where she likes drinking Coke. favoriTe weBsiTe: addictinggames.com.
Positioning and Targeting
perCepTion of CoCa-Cola ClassiC: It is not her favorite soda online aCTiviTies: Check e-mail, the news, facebook, stocks,
but she still likes to have it every now and then. However, and do work-related stuff. He probably uses the Internet
it must always be bubbly – never flat. around 14 hours a day.
perCepTion of CoCa-Cola ClassiC: Sometimes he’s at the office
until 2, even 3 in the morning. On those late days, he drinks
Coke beause it gives him the energy to keep going. He also
drinks Coke with lunch and sometimes dinner, especially with
pizza or burgers. It’s the only soda he drinks; he likes its taste.
He started drinking it as a kid and will probably drink it when
14. maria fe razeTTo Tricia paTTerson
age: 2 age: 8
college senior college freshman
perCepTion of life: She tries to enjoy moments to the fullest, perCepTion of life: Her life is changing. She is trying to fig-
espeically now that she is graduating in a few months. ure out what she wants to do with the rest of her life. She
lifesTyle: Ever since she started college she started exercising thinks life is what you make it, so she tries to enjoy it and
a lot more – working out became a huge part of her busy life. keep herself active.
During the week, she goes to class, does homework, works lifesTyle: One of her favorite things to do is socialize. She
out, and hangs out with her friends if she has time left - they likes to meet different kinds of people and listen to their
are a huge part of her life; they’re like her family. experiences. She spends lot of time with people on her
online aCTiviTies: Whenever she is short on time, she keeps in dorm floor, over the phone, and online. She spends around
Positioning and Targeting
touch with all her friends online - through AIM, MSN messen- hours a night online, simultaneously doing homework,
ger, e-mail and facebook. She goes online for about three or talking on the phone, and watching TV.
four hours every night, mostly for schoolwork. favoriTe magazines: Vogue, Teen Vogue, the New Yorker
perCepTion of CoCa-Cola ClassiC: She used to be addicted to and the Economist.
Coca-Cola when she was younger. She still drinks it, especially perCepTion of CoCa-Cola ClassiC: She likes drinking Coca-
when she’s up doing schoolwork, but she’s also trying to drink Cola every now and then, but mostly when she’s at the
water and other [healthier] stuff. beach because it is refreshing.
15. PosiTioning sTraTegy
Coca-Cola Classic is the
ice-cold taste that
refreshes life by
providing a physical emotional
Positioning and Targeting
Coca-Cola Classic is synonymous with the color red and tradition. Our
new Coca-Cola Classic market strategy refocuses the “Coke Side of
Life” campaign back on Coke’s key benefit: taste. Coca-Cola Classic
will turn the act of sticking out your tongue into another trademark of
Coca-Cola and establish it as the gateway to “The Coke Side of Life.”
16. C reaTive sTraTegy
BaCkground oBjeCTive: To rekindle interest in the Coca-Cola brand and
The “Coke Side of Life” campaign entertains au- to refresh the “Coke Side of Life” campaign
diences with its abstract animated vending ma-
chine and video game commercials, but strays
too far from the brand’s socially connected core
and the product’s functional benefits. TargeT: The Dynamics, 13-24 year-old socially
connected, multicultural youth
“The Coke Side of Life” campaign needs more
than computer animation to connect with young-
audiences. It needs to express youthfulness
CompeTiTive frame: Coke’s crisp, classic taste
through online media, images of young people
and more edgy, authentic concepts.
From bottom to top, our campaign integrates
key message: The crisp, refreshing taste of Coke will make
with Coca-Cola’s current brand positioning. We
maintain the brand’s optimistic, happy core. The your tongue tingle and make you want to
brand voice remains refreshingly honest, speak- smile
ing directly to the target in its own language
about authentic situations. Our campaign builds
on the “Coke Side of Life” concept currently in supporT poinTs: Povides a physical and emotional uplift,
use, offering a new way to express the happiness quenches thirst and is associated with
in the taste of Coke by sticking out one’s tongue. social occasions
We are aware that this act is potentially polar-
izing; however, within our target market we find
it enhances the viral nature and youthful edge of
our key message. personaliTy: Optimistic, Fun and Creative
17. CreaTive paleTTe THe logo TTagline
palette shows the
elements that are
reinforces the Coke Side of
Life campaign. present in all of our
BuBBles ensuring an integrated
are dynamic and add vitality campaign.
and energy to the execu-
tions. They reflect the Dy-
namics’ active lifestyle.
represent the intensity of
positive emotions as presented
in the Coke Side of Life.
spread happiness and
make life exciting.
The interaction of friends in social
settings represents the viral
is the element that connects characteristic of the campaign.
Coca-Cola’s key benefit,
taste, with the happiness
represented by the brand. riBBon
Tongue expressions are a The ribbon provides consistency
viral communication of the in the campaign with the brand
14 Coke Side of Life. and its heritage.
18. prinT C reaTive exeCuTions
19. C reaTive exeCuTions
Tongue Twister Videos
Myspace Layouts Mosaic
Coke Monster Games
Tongue Expression Guide
Visitors can submit photos of themselves sticking out
their tongues. Appropriate photos are compiled into a
photo-mosaic. The mosaic is inserted into a Flash wid-
get that participants can then place on their MySpace
page, and the mosaic zooms into a photo of the partici-
pant. This execution reinforces the tongue imagery of
the campaign through the social networking medium.
20. C reaTive exeCuTions
The tongue twister uni-
fies and reinforces the
campaign, and its sim-
plicity and uniqueness
attract web surfers.
image Body Copy logo Tagline
The tongue monster is The purpose of the ban- The final segment of the
from the Coke webgames ner ad is to have people banner ad shows the Coke
on mycoke.com/tongue. visit mycoke.com/tongue. Side of Life logo twirling
In the ad, the monster Tongue twisters and and flying across the banner
swallows the headline. games introduces the fun and landing in the center.
features of the site.
Bubble Mania Spin the Bottlecap Coca-holic 17
21. CreaTive exeCuTions
TransiT prinT ads
Headline Call To aCTion
The silly nature of tongue The website, which is load- logo Tagline
twisters causes people to ed with games, sweepstakes
laugh and smile. Our Coke and downloads, allows peo-
tongue twisters emphasize ple to learn more about the
the benefit of Coke’s crisp, re- “tongue” campaign.
freshing taste while focusing
on our tongue campaign.
22. CreaTive exeCuTions
movie THeaTer ad
Shown before Feature Film
Tongue expressions BookleT
sTreeT arT inTeraCTive displays
This video execution, shown
prior to films in movie theaters,
leads audiences through pre-
movie stretches, ending with
the exercise of the most impor-
tant muscle - the tongue.
23. P romoTions and pr
“sTiCk your Tongue ouT for a Coke” - viral Campaign
Today more than ever,
promotions and public
There will be a 0-foot-long red car- relations are a key part of
pet in the shape of the Coca-Cola any WORD-of-MOUTH
red ribbon on the floor at different advertising strategy.
locations. Lining the carpet will be
red poles to make it appear like a
movie premiere’s entrance. At the
end of the carpet will be Coca-Cola Tongue press release
spokespersons from the target age Press releases will
group wearing specially designed be sent to various
Coke t-shirts. The spokespersons publications with
will ask participants to stick out their interesting infor-
tongues for a free bottle of Coke. They will also receive a Tongue mation about the
Expressions guide and, at select locations, a free t-shirt. tongue and the
sense of taste. They
will contain scientific
information about its
importance and what stimulates taste buds, tying in the
texture and flavor of Coca-Cola Classic.
sTiCk iT ouT for THe polar Bears
The classic Coca-Cola polar bears are
in danger. In July, the company will
donate a portion of the sales of com-
memorative Coca-Cola Classic pack-
ages to the World Wildlife Foundation
to protect the polar bears. We have set
aside $1,000,000 in our budget to cover
this donation. We will support this effort
with promotions on our website.
24. M edia plan The plan integrates
both traditional and
focusing on operating
between interactive plat-
forms to successfully reach
oBjeCTive the target consumer.
• Increase cola consumption and brand rating among 13-24 year
old non-loyal beverage drinkers and loyal Coca-Cola customers
seeking convenience in their active, busy, and connected lives.
• Obtain both high reach and frequency, focusing on nontraditional
and new media.
an offensive approaCH
• Dynamic cola drinkers who have no brand preference • The strategy will take place in Dynamic Cities (list
or who prefer Coca-Cola will be encouraged to pur- on page 23) with a focus on the top ten metropoli-
chase Coca-Cola Classic. tan areas in the country with the highest percent-
age population of young people between the ages
wHaT of 18-24.
• Messages delivered in areas of high opportunity and • The campaign will also focus on the 10 largest non-
large target population. Pepsi affiliated university campuses.
wHen • Obtain optimal levels of both reach and frequency
• Launch in January through the following media:
Media Strategy and Integration
• One-year campaign Internet Outdoor
• Continuous scheduling on interactive level Search Marketing Transportation
• Non-interactive media will be alternated throughout Banner Ads Street Art
the year, focusing on the summer and holiday months. Video Ads Guerilla Marketing
Targeted E-mails Campus Newspaper
Interactive displays Magazines
Shopping Malls Newspapers
25. M edia flow CHarT
Media Strategy and Integration
for raTionale, please see “media raTionale” on pages 2-27.
26. M edia raTionale
Known for their ability to multitask, Dynamics are highly connected individuals who are not
afraid to try new forms of technology and are receptive to new marketing ideas. To reach
this dynamic target, we have compiled a marketing plan that consists of highly interactive
advertising spanning many media channels. Top 25 dynamiC CiTies 26
Metropolitan areas ordered by
population of 1-24-year-olds
online neW york
Selections: Popular social networking (facebook, philadelphia
MySpace), Online Video (TV networks, YouTube), and housTon
Sports (ESPN, CBSsportsline) sites WashingTon dc
Timeline: all year, varies by outlet miami
Rationale: As Dynamics spend much of their time
online, banner and video ads reinforce the brand im- BosTon
age in the target market’s mind. These ads allow people phoenix
to interact with the images, ultimately driving them to san francisco
MyCoke.com/tongue. san diego
Media Strategy and Integration
Selections: Google, Yahoo!, MSN scramenTo
Timeline: all year piTTsBurg
Rationale: Search engine marketing only displays cincinnaTi
ads related to users’ searches, directly connect-
ing the target with ads relevant to their needs.
Campaign keywords (i.e. “taste,” “tongue” and
“puzzles”) will trigger Coca-Cola ads at the top
of search results of all major search engines.
25 sTrauss, willam and neil Howe. millenials and
THe pop CulTure. 2006.
26 us Census Bureau, 2005 populaTion esTimaTes 23
27. Media raTionale
Selections: Users of MyCoke.com and MyCokeRe-
wards.com, Mailing Lists from Guerilla Events
Top 25 dynamiC Colleges 27
Timeline: One e-mail per quarter
Non-Pepsi-affiliated universities, ordered
Rationale: Targeted e-mails provide new branding
opportunities to better connect with current custom-
universiTy of minnesoTa ers. The e-mails provide customers already familiar
ohio sTaTe with the brand with a direct link to MyCoke.com/
universiTy of Texas - ausTin
tongue, effectively generating a high yield.
Texas a and m
michigan sTaTe weB games
pennsylvania sTaTe Selections: Popular gaming sites: newgrounds
universiTy of florida com, addictinggames.com, albinoblacksheep.com
universiTy of Wisconsin
universiTy of illinois - urBana
Timeline: all year
universiTy of michigan Rationale: As games become more popular among
universiTy of souTh florida - Tampa
the target, placing Coke games on websites dedi-
neW york universiTy cated to Internet gaming is a cost-effective way of
indiana universiTy reaching the target.
universiTy of arizona
universiTy of california - la prinT
universiTy of WashingTon
ruTgers universiTy magazines
Media Strategy and Integration
universiTy of maryland Selection: Entertainment and gaming magazines
Wayne sTaTe universiTy targeted to Dynamics
universiTy of housTon
Timeline: all year, varies by specific outlet
universiTy of georgia Rationale: Almost half of all teens read at least one
magazine a month, with boys gravitating toward
gaming magazines and girls preferring magazines
featuring celebrities.28 By targeting executions to the
magazine’s specific demographic, we can effectively
reach key segments within the target.
27 naTional CenTer for eduCaTion sTaTisTiCs,
2004 enrollmenT ranking
24 28 Bps media, HTTp://www.BpouTdoor.Com/
28. ouT of Home
guerilla inTeraCTive mall displays
Selections: Top 2 Dynamics Cit- Selections: Top 2 Dynamic Cities
ies and College Campuses Timeline: May through September
Timeline: 2 days spans in January, Rationale: These interactive floor pro-
May, and September jections, placed in highly-visible, high-
Rationale: The guerilla aspect of traffic areas in malls, will be rolled out
this campaign aims to generate in the summer to introduce the cam-
word of mouth among the target paign during a time when the target
through a unique execution. The is away from school and has more free
guerilla events take place in malls time.
in the top cities and on the side-
walks of the top campuses.
Selections: Top 2 Dynamic
newspapers Timeline: Two weeks prior to
Media Strategy and Integration
Selection: Top 2 Dynamics Col- Guerilla campaign
lege Campuses Rationale: To prepare campuses
Timeline: Academic Year for the arrival of our guerilla
Rationale: Campus newspapers campaign, street art sticker ads
are often students’ main source for provide a unique way of gener-
campus news, with 44% of under- ating word of mouth in a cost
graduates reading them 2+ times effective manner. The ads will be
per week. By supplying the content of the newspaper
placed in highly-visible, high-
puzzle section, we will reach a large percentage of col- traffic areas around campus, such as the student center
lege students in a unique and cost-effective manner. and food court.
29 y2m media and markeTing group, www.y2m.
29. Media raTionale
ads sHown prior To fea- TransporTaTion
Ture films Selection: Top
Selections: Top 2 Dy- 10 Cities
namic Cities Timeline: Febru-
Timeline: Summer and ary - March
Holidays Rationale: Our
Rationale: Young adults bus ads focus
make up more than half on specific
of the movie-going audi- routes that pass
ence and are more likely through areas with high population densities
to attend movies at least of Dynamics. The ads reinforce the early brand
once a month than older messages from other media channels in an urban
adults.30 Theater ads placed before appropriate films reach the environment, generating high recall.31
target in a non-multitasking environment with focus completely
on the screen.
Considered BuT noT reCommended
With a budget of only $17 million and the need to balance the media plan to fit the multi-tasking, multi-channel usage
patterns of Dynamics, it is impossible to purchase space on every media channel. Below are media that we considered
in our research efforts, but ultimately decided not to recommend:
Media Strategy and Integration
radio Television BillBoards
The radio is filled with clutter, at- Given the short attention spans and Given the busy lifestyles of Dynam-
tracting many advertising dollars technical proficiency of Dynamics, ics and their geographic distribu-
to this inexpensive medium. Given your money is better spent on me- tion, billboards are easily ignored
the limitations of the broadcast, it is dia that offers a more immersive, ac- and are not highly targeted. We
also difficult to create an interactive tive (more cost effecive) experience. chose to use mall, movie theater
experience, reducing the media’s Coca-Cola will still have a presence and street art as more targeted, im-
effectiveness. in this medium as a part of its over- mersive, interactive approaches to
all strategy, including the American reach Dynamics.
30 aCCording To a 2005 movie aTTendanCe Idol sponsorship and traditional
sTudy By mpa worldwide markeT researCH and
analysis Holiday commercials.
31 Clear CHannel ouTdoor, HTTp://ClearCHan-
Tongue Expression Guide
Save The Polar Bears
Crossword Puzzle Maker
Media Strategy and Integration
31. C ooperaTive parTnersHip
ninTendo wii parTnersHip
wii demos aT sporTing evenTs
Objective: Increase brand health through
more active sponsorship.
We propose a strategic partnership with The Nintendo Corporation’s
Execution: Set up booths where specta-
Wii brand to improve the market position of both brands. Our target
tors can try out the Nintendo Wii. We are
market and brand values align with those of the Wii, a game console
targeting Coca-Cola-sponsored regional
that offers a more social and physically interactive gaming experience.
NCAA basketball championships.
faCeBook wii giveaway Rationale: This
Objective: Take advantage of viral method of
trends in social networking to raise promotion is a
awareness of the campaign. more aggressive
Execution: Create a sponsored group way to reach the
on facebook.com to announce a give- target at sport-
away of ten Nintendo Wiis to eligible ing events.
participants. Entrants are required to Locations:
stick out their tongue on their profile men’s 2008 division 1 BaskeTBall
pictures and to join to group in order Charlotte Bobcats Arena – Charlotte, NC
US Airways Center – Phoenix,AZ
to be considered. Ford Field – Detroit, MI
Rationale: While promoting the Wii, Reliant Statdium – Houston, TX
Alamodome – San Antonio, TX
this execution strengthens campaign women’s 2008 division 1 BaskeTBall
awareness using the social networking medium. By requiring partici- Greensborough Colloseum – Greensborough, NC
New Orelans Arena – Louisiana
pants to change their profile photos, we expose their friends to the Ford Center – Oklahoma City
Media Strategy and Integration
campaign. Spokane Veterans Memorial – Spokane, WA
Objective: To increase campaign awareness and brand
health using an alternative medium.
Execution: Provide several Coca-Cola-themed
minigames with new Wii consoles.
Rationale: Games are an extremely effective medium for
reaching the target. Minigames provide an opportu-
nity to strengthen campaign images while maximiz-
ing the reach of the branding effort. Coke Catching Under Pressure
32. E valuaTion
The integrated marketing campaign we have just presented is aimed at accomplishing the campaign goals: increasing
both consumption and brand health by three percentage points each. While it has been designed with the utmost atten-
tion to detail in research, strategy and execution, the campaign is not perfect. To ensure effectiveness of your marketing
dollars, throughout the year-long campaign, we will carry out extensive evaluation and testing. The evaluation will consist
of both ongoing and periodic elements to constantly gauge the market’s response to the campaign. We take your invest-
ment in our campaign seriously and will utilize these evaluation procedures to reach our goals more effectively.
Observational methods via online games, such as the use of Internet cookies to identify web users
Urchin Analytics web server traffic data
Conversions from search placement ads and targeted e-mails
Online message boards
Feedback from contact link on site
Response to guerrilla campaign
Media coverage of the campaign
An online survey placed on www.coca-cola.com
Surveys distributed at guerilla events
Usability testing of website
Interviews conducted via telephone and in person where promotions and public relations take place.
Focus groups of target members.
Creative copy testing
33. 1200 Surveys, focus groups,
interviews and secondary
Coca-Cola Classic stands on the edge of a crisis. In spite of health concerns per-
vading public opinion about soda, an aging loyal customer base, and new limits
Dynamics are 13-24 year old non- of marketing to children, the company has an opportunity to capture the attention
loyal beverage drinkers seeking of a new group: the Dynamics. They are a target who, at 13-24 years old, has yet
convenience in their active, busy to make up its mind as to its soft drink brand loyalty and for whom health has
and connected lifestyles. more of a cosmetic than medical nature.
Capturing the market share of these Dynamics will not be easy. Our campaign
utilizes cutting-edge, non-traditional media coupled with a a focus on technology
to capture the minds and tastes of the active, connected Dynamics. The tongue,
To Dynamics, Coca-Cola Clas- the gateway to taste and the “Coke Side of Life,” serves as the youthful, uninhib-
sic is the ice-cold taste that ited gesture of happiness inherent in a Coca-Cola Classic.
refreshes life by providing a
physical and emotional uplift. We look forward to being able to serve The Coca-Cola Company with our unique
solution to the current market situation.
speCial THanks To:
Professor John Verret
We believe in our clients.
Professor Geoffrey Klapisch
We believe in finding great solutions to even greater problems.
Professor Julie Beck
We believe in combining function and emotion.
Professor Carolyn Clark
We believe in integration.
Professor Tom Fauls
We believe in being out of the ordinary.
Professor Susan Parenio
in creating brands with a powerful personality.
Professor Richard Perreault
in dynamic ideas that adapt to our constantly changing world.
Professor Michael Rodriguez
Professor Jay Zagorsky
Dean Tobe Berkovitz
And in the middle of it all, we have a good time.
Dean Kenneth Elmore
Because we do what we love.
Jason Kahn Illana Fried Da-Hae Oh
Executive Director Account Creative Creative
Karla Diaz Account Mariam Shahab Dmitriy Karfagenskiy
Account Director Creative Creative
Lynn Chung Account Media Zeny Huang Caitlin Supka
Creative Director Creative Creative