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The New Chocolate Diet
Let it Happen.
Chocolate Diet Coke
Plan Book
12/07/2015
Christina Harris,
Rachel Lieberman,
Amy Parker
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Situation Analysis…..……………………………………….3
Creative Brief……………………………………………….4-8
Consumer Profile……………………………………………9
Print Strategy…………………………………………………10
Magazine Ad Example………………………………………11
Digital Strategy: Social Media Campaign………………12-13
Social Media Examples…………..………………………..14-16
Video Script/Storyboard………………………………….17-19
Promotional Event………………………………………….20
1Table of Contents
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Attributes:
Chocolate Diet Coke offers a new way to look at the classic Coke
product. Customers will receive their favorite taste with a new twist, all
while staying healthy! The price of Chocolate Diet Coke stays similar
to the original products and those of the competitors. The logo, and
advertisements from Coke present a feeling of warmth, happiness,
and unity. The combination of these two flavors will bring together
different types of people to enjoy one product: Let it Happen.
Attitudes:
Chocolate Diet Coke provides a much-needed change to the same old
drink products that consumers purchase. It is easy to drink on the go,
or with the friends and family. Drinking Chocolate Diet Coke makes
consumers feel unique, upbeat, and still content with their decision to
keep drinking the product.
Allies:
Large and small chain grocery stores, convenience stores, gas
stations, social media, musicians/movie stars, athletes, clothing brands,
and potential and current consumers who care more about the taste
and the low calorie aspect of the drink. Chocolate Diet Coke is a
universal drink, able to appeal to many different types of people. Coke
is known to bring people together.
Adversaries:
Other soda production companies (i.e. Pepsi, Dr. Pepper, Sprite, etc.),
adults concerned about sugar intake or health conscious individuals
who are skeptical of a pop drink, other health organizations that do not
agree with actively drinking Coke products.
2Situation Analysis
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Current Situation:
Considering the current stance of the marketplace, a new product,
such as Chocolate Diet Coca-Cola must first create awareness in an
audience, in order to make a mark on the industry. The product brings
a chocolatey flavor and a more health conscious base, in order to
appeal to a wider range audience, while still staying true to the
dedicated Coke drinkers. Particularly, Coke plans to target many
different types of teens with this new product and taste.
The Problem:
The current product, Diet Coca-Cola is branded towards 30-50 year
old men and women who want to maintain a healthy lifestyle without
giving up their daily indulgence of Coke products. We are now
introducing a new chocolate flavor to Diet Coca-Cola, to appeal to a
younger audience, but we have yet to create brand awareness. This is
the first problem we must tackle in order to gain a product following
and overall appeal to purchase it. Overall, with this new product we
hope to gain more young consumers, who will be drawn in by the new
features of Chocolate Diet Coca-Cola. The new combination of tastes
will bring many different types of young people together to drink it.
Target Audience:
Teenage girls and boys aged 13-19 who drink classic Coca-Cola and
would be interested in transitioning to drink Chocolate Diet Coca-Cola.
Since there is no brand awareness for our newest chocolate flavor, the
consumer problem we face is that Coca-Cola is currently targeted
more towards middle-aged consumers and less towards teens, which
creates a gap between the two demographics. The audiences we wish
to target for Chocolate Diet Coca-Cola includes teens and to keep our
faithful consumers in their early 20’s who wish to stay fit and healthy
while continuing to indulge in the sweetness of chocolate and soda.
3Creative Brief
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This widens our audience from a young to old perspective on this new
product. The consumers in this group that we hope to reach are
constantly on the go, busy, and hope to stick to a lower calorie option
for drinks. Our teenage audience should be self motivated and
interested in a fresh look, which our product implies. By merging the
two demographics we hope to gain new users of our products, while
keeping our existing users, too. These targets are the users, buyers,
and influencer segments of our audience. With this new side of our
age demographic appealing to our new drink, it opens up new doors
(i.e. social media) for use to gain secondary consumers from our
already loyal users. Those who drink and buy Coca-Cola products are
the ones who influence our audience to grow.
Advertising Objective:
The advertising objective is to bridge the gap between our older
demographic who are consuming Diet Coca-Cola, with our
prospective younger demographic we hope will be consuming
Chocolate Diet Coca-Cola. We will target teenagers who love the
flavors of both Coke and Chocolate. These versatile flavors will keep
the audience feeling young, hip, and fresh. With this new combination,
Chocolate Diet Coca Cola will persuade the users to just “let it
happen”, and transition to this new product. The teenage audience
opens up multiple doors for advertising, including: Television, Internet,
Social Media, and more! If we are able to accomplish brand awareness
through our advertisements, our audience will hopefully respond in the
act of purchasing our new product.
Marketing Objective:
Our brand plans to advertise our new product of Coca-Cola by
following a marketing plan. We will gather all relevant facts about us,
our market, products we provide, and information about our
consumers and competition. Once we have all necessary information
on our target market we will follow an integrated marketing
communication plan, which allows us to coordinate all aspects of our
advertising.
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Our goals and objectives for Diet Chocolate Coca-Cola are: 1) To
produce ads that present upbeat, and exhilarating people using the
product. A focus here on high energy, busy day-to-day lives of
consumers, and youth oriented. 2) For our brand to reach a mass
audience through the use of advertising, promotions, social media,
events, and in other diverse activities. 3) Hold a consistent and brilliant
place in the market, hopefully captivating our new younger target
audience to purchase Chocolate Diet Coca-Cola. In the end, reaching
these goals will give our product a successful start to creating its
brand awareness.
Brand Strategy Positioning:
We will make Chocolate Diet Coca-Cola what the consumers should
choose by basing it fully on what they want. This product offers a
unique flavor, while simultaneously taking into consideration
consumer’s health. This will have our audience thinking that this brand
of Coca-Cola is different than all others and pulls them in with the
appeal that “everybody is drinking it” and to “let it happen”, for the
merge of the same Coca-Cola taste that they love with a new twist will
begin a new consumer trend. All of these traits of Chocolate Diet
Coca-Cola will be advertised and the brand will appear different from
all its competition.
Competition:
Coca-Cola is indeed a huge company in the soft-drink industry. Our
three largest direct competitors are: PepsiCo Inc., Monster Beverage
Corp, and Dr Pepper Snapple Group Inc. These three competitors all
fall under the Soft Drink manufacturing industry. There are many other
companies in the same industry as well, but may not be as much of an
inconvenience to our products. Other indirect competition includes:
Water and Ice manufacturing companies, Coffee and Tea
manufacturing companies, Juice companies, as well as other Soda
drinking companies, too.
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Creative Strategy:
Our unique selling proposition for Chocolate Diet Coca-Cola is to
attract a teenage age group and for them to “enjoy chocolate
together”. By mixing two very different flavors, we also hope for
different types of teenagers to be interested in drinking this product.
The campaign will seek to promote togetherness and the idea that
unexpected pairings can be successful. Our creative advertising will
include a focus on combining all different types of teenagers, who can
drink Diet Chocolate Coke together, no matter their psychographics.
This strategy will hopefully draw in both Coke and Chocolate lovers
from the teenage audience. We will persuade our consumers to just,
“Let it Happen”, in regards to this new mix on Coke!
Main Idea to Communicate:
Once our consumers are on board and have been made aware of our
brand they can truly visualize the great traits of this product.
Chocolate Diet Coca-Cola will have our consumers excited about a
new chocolate taste, low calories, and all the while satisfying their daily
thirst quench. Through our marketing plan and advertisements, the
main idea will be clearly portrayed to consumers, and will make them
realize the benefits this product has. If our main idea is successfully
communicated, many consumers will buy Chocolate Diet Coca-Cola
for the appealing reasons it was created. A great taste, low in calories,
and a chocolatey flavor all in one can. The search for the teenager’s
new favorite drink will be over now that this combination has
happened!
Call to Action:
We hope that our consumers will respond by purchasing the product,
Chocolate Diet Coca-Cola. The advertisements used for this product
will increase our audience in size. The campaign will also have a call to
action that is tied to our social media campaign, “Let it Happen”, for
this product, having consumers post about them using the product and
sharing our hash tags. This will create even more brand awareness.
For word to spread about the use of Chocolate Diet Coca-Cola, our
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company plans to advertise so that it continues to be promoted in a
positive, new light, which will keep our audience interested in the
journey of our new drink product. Since we will be advertising to
different types of teenagers, the call to action will mainly be a focus
on the use of our social media campaign.
Net Impression:
Our net impression, or WOW factor in the advertisements will make
our audience laugh, understand the meaning of our campaign that we
worked so hard to create, and will tug at their emotions. By doing so in
our advertising, the brand recognition will have a strong attachment to
our audience’s feelings towards it, and in the end help us to solve the
consumer problem. Our advertisements on TV and social media will
single out many different types of teens that the ads will resonate well
with. In our case, it was to create brand awareness for our new
product by Coca-Cola. By using these tactics in advertising, the
audience will create an emotional connection to the product, and will
lead to more purchases.
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Stephanie is 17, a junior at North Central High School. She
was born and raised in a small town in Midwest America, and is a
caring and helpful sister, daughter and friend. Stephanie started
playing soccer at the age of 10, when she joined a junior league
that her neighborhood friends were involved in. The sport
immediately became the love of her life.
As she has grown up and matured, she has challenged
herself physically and mentally to reach her athletic goals.
Stephanie is now the captain of the varsity team and is a
motivating and exciting team member. She has made three very
close friends through the soccer team, Ali, Sarah and Julie.
During their free time, Stephanie and her friends enjoy going to
the movies, having sleepovers, and baking chocolate desserts. Of
course, with soccer practice and school, Stephanie doesn’t have
much time to herself. She is a dedicated student, earning solid
grades and keeping up with most of her homework. Stephanie
doesn’t get much time to relax with her family, especially her
mom. Her mother is a real estate agent with many clients, so she
is out and about for most of the day. Her father is a morning
news anchor for their city’s local affiliate, totally their household
income to around $125k. Around 6:00, once her mother arrives home, Stephanie usually
catches up with her on the couch for a minute or two. Stephanie loves to indulge in
chocolate, and since she is so active, she tends to over-indulge with sweets. Not to
mention, she has made a daily routine in stopping by Starbucks on her way to school
for her usual Chocolate Mocha. She knows that although her body is in great shape and
she exercises regularly, her sugar habits are not healthy for her long-term health.
Stephanie has an internal struggle with the kind of person she wants to be. She
knows who she is, ultimately, but wonders if there is more of her creative and artistic
side that she has left neglected. She loves watercolors and, although she would never
share her artwork with anyone, has developed a pretty impressive talent in painting. She
has always loved the uniqueness and vibrancy of art, and privately embraces the quirky
and odd things of the world. She even wonders occasionally if she should focus more
on her art and less on soccer, but she understands that soccer will benefit her college
selection if she continues to work hard. She usually listens to the latest popular music
played on the radio, but her friend down the street makes her really amazing mix tapes
of indie-pop bands that she enjoys listening to. Her friend just asked her yesterday if
she wanted to drive to a concert three hours away to see small known band perform
tomorrow. She said yes, because she needs a little spontaneity in her life.
4Consumer Profile
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The print strategy for this campaign seeks to grab
the readers’ attention while at the same time being
informative and enticing. This particular print
advertisement will be featured in Seventeen Magazine,
which is directed towards girls around ages 10-19. This is
a huge part of the audience we hope to reach for
Chocolate Diet Coke.
The print strategy will focus on teens being constantly
busy between school, sports, and extracurricular
activities. Living lives that have them constantly on the go.
Chocolate Diet Coke campaign is aiming towards teens
that already enjoy regular Coke and now are transitioning
into trying new flavors. Chocolate Diet Coke will be a
part of their busy day that allows them to indulge and
refresh despite being on the move.
The advertisement will feature actress Hailee
Steinfeld, 18, and is popular among the teen
demographic. She is known for being a positive role
model and has been featured in popular movies such as
Grit and Pitch Perfect 2.
5Print Strategy
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meets chocolate
You’re busy. Between school, sports,
and extra curriculars, it’s easy to
forget to give yourself a break. Hailee
Steinfeld gives herself a break from
her busy schedule by enjoying
Chocolate Diet Coke. #letithappen
BRAND NEW
Chocolate Diet Coca-Cola
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Social Media Strategy
The objective of Chocolate Diet Coca-Cola’s social media campaign will
be to promote the idea that two distinctive ideas can be brought
together to create something special. The campaign will seek to promote
togetherness as well as the idea that unexpected pairings can be
successful, whether it be a relationship among people, ideas, or a flavor
of soda. Twitter, Instagram and Facebook, which are all popular social
media sites for teens, will be used to promote these ideas. This campaign
will have taglines and hash tags such as “let it happen” and “enjoy
chocolate together”. Because of the popularity of these social media
sites, we will be reaching the multiple generations that are part of our
target audience.
Instagram
On Instagram, we will create a Chocolate Diet Coca-Cola Instagram
account. It will be primarily directed towards the ages of 13 through 19
due to the popularity of the application within that age group. The
pictures posted on the Instagram account will feature typical unlikely
pairs, such as a cheerleader dating the leader of the math team, and
show them happy together. The Instagram captions will incorporate the
hash tag #letithappen as well as #chocolatedietcoke to promote the
name and increase awareness. The captions will ask the account’s
followers interactive questions that will promote comments and likes.
We feel the use of Instagram in our social media campaign will resonate
well with this age group because of their acute awareness for aesthetics
and creative images.
Facebook
Facebook will be our social media site that has the widest age range of
users. On Facebook, we will create a page for Chocolate Diet Coke that
has videos and snippets of advertisements, status updates asking those
who like the page questions such as, “Who will you share a Chocolate
Diet Coke with today?, and statements such as “Do something
unexpected today”. The Facebook will post pictures that are posted on
the Instagram as well, because the accounts can be linked. The use of
6Digital Strategy
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Facebook will reach a wide range of viewers. It is interactive and also
reaches our younger target audience. Facebook also allows users to share
ads, pictures, and information with their Facebook friends. This will help
us reach a secondary audience for Chocolate Diet Coke, and create even
more of a following.
Twitter
We will use twitter in order to promote Chocolate Diet Coke by creating
an account and sending out tweets that have incentives for following,
retweeting, and favoriting certain tweets. For example, a promotional
tweet may tell followers that retweeting or favoriting that tweet can
enter them in a contest to receive special prizes or promotional items.
We will also use the hash tags mentioned above in order to get Chocolate
Diet Coke trending. Twitter’s role in the digital strategy will allow our
consumers the opportunity to voice their attitudes about Chocolate Diet
Coke. They will be able to participate first hand with the growth of the
product, and become involved in creating brand awareness.
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7Social Media Example: Twitter
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8Social Media Example: Facebook
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Social Media Example: Instagram
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10TV Commercial Storyboard/Script
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Diet Chocolate Coke, Let It Happen Campaign: TV: 30- “Taste Test”
Coca-Cola Headquarters. Conference
Room.
Coca-Cola CEO and Concoctionist sit
at conference table. The new Diet
Chocolate Coke is positioned in front
of the men.
Close up on CEO.
CEO:
Enter 17-year-old female “expert”
Expert 1 (hurried):
Enter 17-year-old male “expert”
Expert 2 (confused):
Cut to Expert 1
Expert 2:
Cut to concoctionist.
Concoctionist:
Cut to CEO. CEO slides two glasses of
the new Chocolate Diet Coke across
table to experts.
Cut to Experts. Experts taste the
drink, turn to one another, and smile
in absolute approval.Experts gaze into
each other’s eyes, falling in love.
Cut to CEO and Concotionist shaking
hands.
CEO:
CEO (on phone):
VO (fade to Logo graphic):
We need a second opinion. Bring in
the experts.
Let’s make this quick. I have soccer
practice at 4:00.
What’s all this about? A new flavor?
And what is she doing here? I told
you, I can’t work with her.
We need your cooperation here. We’re
on to something, but… it’s pretty
different.
Well done, sir.
We have their approval. It’s ready for
packaging.
Chocolate Diet Coke. Let it Happen.
The
Coca-‐Cola
Company
1
Coca
Cola
Plz
NW.
Atlanta,
GA
30313
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To go along with our social media campaign, the new Chocolate Diet
Coca-Cola will host a promotional event at a local high school homecoming
dance in Atlanta. Since the Coca-Cola headquarters is located here, we felt
there was no better location to kick off the campaign!
The event will target high schoolers, ages 14-18, attending the dance to
try our new flavor of Diet Coke! Since the campaign is focusing on bringing
together two different flavors, we will target a school dance where you attend
with a date. The campaign will emphasize the idea of bringing different types of
people together, and how it is able to appeal to everyone, no matter what
gender or psychographic attributes one has. By combining the unexpected
flavors of Coke and chocolate we hope teenagers all over the world will let it
happen and come together to enjoy this new twist. The picture below is an
example of what this product will look like in order to draw in this new teenage
target audience.
Timeline for the Event:
• Students will arrive promptly at the high school for the dance
• Our team will be stationed around the entrance with samples of
Chocolate Diet Coca-Cola, and positioned by red backgrounds for
promotional pictures and filming, including our slogans and hash tags on
the boards.
• As many couples begin to enter, the Coke reps will be asking them if
they like Coke or Chocolate? Or, Have they ever had these two flavors
together?
• “A brand new taste, with two unexpected flavors. Bringing them together,
just like you two have been brought together for this dance.”
• Once many students have tried the new product with their dates, we will
persuade them to “Let it Happen” both with the flavors, and their date.
• As more couples begin to try the product we will have someone filming,
and taking pictures of them in front of the backgrounds that say
#enjoychocolatetogether and #letithappen. These pictures will display
two different types of people coming together to enjoy this new two-
flavored Coke.
• As the pictures are posted to different social media sites, they will
include the hash tag and promote this new product to the teenage
generation.
11Promotional Event
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Christina
Harris,
Rachel
Lieberman,
Amy
Parker
MSCH-‐A
320
Craig
Wood
Final
Advertising
Project
