Marketing & Promotion: Coca-Cola Freestyle

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Marketing presentation to promote the introduction of the Coca-Cola Freestyle in Canada. Presented to Coca-Cola Canada Executives in December 2009 by a group of 4 passionate Queen's University students, forming a consulting group called Remix Solutions.

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  • As you can see, happiness is many things to many people Because happiness comes in more than one flavour
  • Marketing & Promotion: Coca-Cola Freestyle

    1. 1. Trisha Egberts – 580 6628 (D) Gavin McLaughlin – 585 6110 (D) Jiameng Xu – 580 2057 (E) Tracy Zhang – 580 0698 (D)
    2. 2. Happiness is watching a sunset at the cottage.
    3. 3. Happiness is being greeted by a dog.
    4. 4. Happiness is exploring new places.
    5. 5. <ul><li>Happiness is many things to many people. </li></ul>
    6. 6. <ul><li>Because happiness comes in more than one flavour. </li></ul>
    7. 7. Target Market <ul><li>Values </li></ul><ul><li>Teamwork </li></ul><ul><li>Authenticity </li></ul><ul><li>Self- expression </li></ul><ul><li>Civic engagement </li></ul><ul><li>Traits </li></ul><ul><li>Hopeful </li></ul><ul><li>Confident </li></ul><ul><li>Media -savvy </li></ul><ul><li>Worldly -wise </li></ul><ul><li>Individualistic </li></ul><ul><li>Brand -conscious </li></ul>Generation Y
    8. 8. Our Campaign <ul><li>Pre-Launch: viral videos </li></ul><ul><li>The Launch: TV ads </li></ul><ul><li>Post-Launch: online community </li></ul>Generation Y
    9. 9. The Pre-Launch: Viral Videos
    10. 10. The Pre-Launch: Viral Videos <ul><li>Focused on YouTube </li></ul><ul><li>Generate initial hype </li></ul><ul><li>Candid camera style </li></ul><ul><li>Interest-arousing </li></ul><ul><li>2 weeks prior to Freestyle launch </li></ul>Pre-Launch Feb - March 2010
    11. 11. The Launch: Television Ads
    12. 12. The Launch: TV Ad <ul><li>Series of 3 TV commercials </li></ul><ul><li>Illustrate the benefit of choice </li></ul><ul><li>Appeal to target market </li></ul><ul><li>because happiness comes in more than one flavour </li></ul>
    13. 13. Post-Launch
    14. 14. Post-Launch I: “The Happiness Project” <ul><li>Online community – the ultimate compendium of joyful moments </li></ul><ul><li>Upload your moments </li></ul><ul><li>Interactivity : comments, Happiness Hits, Happiness Footprint, Happiness Index </li></ul><ul><li>Appeals to target market’s habit of expressing themselves via the Internet </li></ul>
    15. 15. Post-Launch II: Videos on Freestyle <ul><li>Most outstanding video submissions broadcasted as Freestyle screensaver </li></ul><ul><li>Incentive for users to participate in The Happiness Project </li></ul><ul><li>Continuation of “ Open Happiness ” and Expedition 206 </li></ul><ul><li>Tagline: “Because happiness lives in more than one moment” </li></ul>
    16. 16. In Summary <ul><li>19 – 24: Gen Y </li></ul><ul><li>Benefit: Choice </li></ul><ul><li>3-Tiered campaign: </li></ul><ul><ul><li>Pre-Launch: viral videos </li></ul></ul><ul><ul><li>The Launch: TV ads </li></ul></ul><ul><ul><li>Post-Launch: online community </li></ul></ul><ul><li>Theme: Happiness </li></ul>Generation Y
    17. 17. http:// tinyurl.com/freestylecommercial
    18. 18. Links to Campaign Videos <ul><li>Pre-Launch: Viral Ads </li></ul><ul><ul><li>http://tinyurl.com/prelaunch1 </li></ul></ul><ul><ul><li>http://tinyurl.com/prelaunch2 </li></ul></ul><ul><ul><li>http://tinyurl.com/prelaunch3 </li></ul></ul><ul><li>The Launch: TV Ad </li></ul><ul><ul><li>http:// tinyurl.com/freestylecommerical </li></ul></ul><ul><li>Post Launch: Online Community & Video Submissions </li></ul><ul><ul><li>http:// theremixproject.ning.com </li></ul></ul>Generation Y Username: remixconsulting@gmail.com Password: marketing
    19. 19. http://remixsolutions.tk

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