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George Wheen Portfolio summary
- 1. BUILDING BRANDS THAT STAND OUT FROM THE CROWD GEORGE WHEEN
- 2. COCA-COLA
- 3. LED MASTERBRAND LAUNCH A ONE BRAND APPROACH ACROSS COKE TM
- 4. TO TRANSFORM AN ICONIC BRAND FROM 4 DISTINCT BRANDS TO 1 UNIFIED BRAND
- 5. WITH A NEW VISUAL IDENTITY FOR CONSUMERS, TRADE & STAKEHOLDERS
- 6. DEVELOPED & LAUNCHED TV CAMPAIGN TO ESTABLISH ONE BRAND POSITIONING “CHOOSE HAPPINESS”
- 7. WITH A SOCIAL FILM ACHIEVING UNPRECEDENTED VIEWS FOR COCA-COLA https://www.youtube.com/watch?v=839sF-RdvcI 17 MILLION VIEWS ACROSS YOUTUBE & FACEBOOK
- 8. WITH PRINT TO ESTABLISH VARIANT BENEFITS
- 9. LED 100 YEARS OF CONTOUR CAMPAIGN
- 10. ADAPTED “KISS HAPPINESS” TVC THAT ESTABLISHED CAMPAIGN IDEA
- 11. DEVELOPED ICONIC VISUALS THAT DROVE IMPACT - OUTDOOR
- 12. GENERATING FRONT PAGE NEWS IN CHALLENGING ENVIRONMENT FOR COKE
- 13. LEADERSHIP OF “SHARE A COKE” CAMPAIGN 2014
- 14. A CAMPAIGN OF UNPRECEDENTED SCALE FOR COCA-COLA
- 15. THAT HAD HUGE COVERAGE IN MARKET
- 16. WE MOBILISED COCA-COLA EMPLOYEES ACROSS EUROPE
- 17. AND INTRODUCED CAMPAIGN INNOVATION TO INCREAS CAMPAIGN ‘TALKABILITY’
- 18. AND USED SOCIAL LISTENING TO GENERATE ADDITIONAL ENGAGEMENT
- 19. WE ADDED E-COMMERCE TO DELIVER AMAZING PERSONAL EXPERIENCES
- 20. RESULTS IC VOLUME SHARE +1.3PTS RECORD BREAKING CAMPAIGN AWARENESS INCREASED TEEN RECRUITMENT
- 21. TV DIGITAL SHOPPER GB SPORTS BOTTLE ACTIVITY WAS HUGELY SUCCESSFUL – 3.2% REDEMPTION - HIGHEST EVER CCGB PROMOTION
- 22. DEVELOPED A COMPELLING BRAND POSITIONING
- 23. LEVERAGING PASSIONS, ASSETS & EXPERIENCES
- 24. … WITH RELENTLESS PERFORMANC NO. 1 ENERGY DRINK ASSOCIATE MUSIC 2013 - NO. 2 ENERGY DRINK £100M BRAND SALES KEY DRIVER COCA-COLA GB INCREMENTAL PROFIT
- 26. DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS WAYNE ROONEY
- 27. TEAM GB – BEIJING OLYMPICS DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS
- 28. LAUNCHED POWERADE ZERO WITH JESSICA ENNIS AS AMBASSADOR JESSICA ENNIS
- 29. HYDRATING LED 2012 EUROPEAN AND GLOBAL POWERADE OLYMPICS & EURO CAMPAIGN
- 30. 20122010 EURO DRIVE AWARENESS OF POWERADE’S HYDRATION ROLE ON FIELD OF PLAY ESTABLISH PRODUCT PORTFOLIO AND OLYMPIC ASSOCATION ZERO Disruptiv e Design standard packs / Gift with purchase (JPG bottle) PARALYMPICS Latest fashion, competitions JPG: exclusive interviews and accessories OLYMPICS 100M FINAL TICKETS ION4 SPORTS BOTTLE ACTIVATION OLYMPIC VISION – A CAMPAIGN 3 YEARS IN DURATION 1 YEAR TO GO (GB) 2011
- 31. IN 2012 LEVERAGED POWERADE’S UNIQUE PIECE OF SPORTS KIT
- 32. VIS ON FIELD OF PLAY SHOPPER ACTIVATION TVCSOCIAL MEDIA OUTDOOR & PRESS COMMUNITY 2012 CAMPAIGN: ALL CONNECTION POINTS FOCUSED ON COMMUNICATING ROLE ON FIELD OF PLAY
- 33. RESULTS Activated 25+ markets globally Smashed Campaign norms High Brand Association with Olympics Sales in GB +33% YOY Classified - Confidential
Editor's Notes
- To make the most of this central role we have created our own piece of sporting kit –– the Powerade Sports bottle - it will be a central part of the athletes sports kit. It will be our unique, ownable property that will not only be at the heart of all the sporting action in 2012 it will be at the absolute heart of all of our consumer and shopper activity.