1. MILLENNIALS AND DIET COKE:
A LOVE STORY

2. + =

3. + =
(22 MM FACEBOOK FANS)

4. OUR AUDIENCE:
18-24
HIGHLY FICKLE AND HARD TO REACH
COMFORTABLE WITH A BIG
CONSIDERATION SET
ULTRA-SOCIAL, NATIVELY-DIGITAL (DUH)

5. HOW DO THEY
CONSUME
DIET COKE?
Piecemeal. They generally buy one bottle
at a time.
Habitually. Diet soda drinkers typically
buy and consume on a fairly regular
schedule.

6. AND WHAT
HAPPENS
WHEN THEY
RUN OUT?

7. THE OBJECTIVE:
Get young people in store more often,
and increase the number of cases and
bottles they buy.

8. WHY THE FREAK OUT?
Young people are less likely to shop in bulk.
And in urban or college campus areas, they’re typically walking to
the grocery store.
Which means that buying a heavy case of Diet Coke might not be
in the cards.

9. ...AND INCREASINGLY SO.
Young people drive less than ever before - 23% of 19 year olds don’t have a drivers
license.
They’re not buying cars.
And they’re not going to start any time soon.

10. So how do we drive preference and make
it convenient for our target to acquire the
product?
Give them a reason to buy one thing in
quantity: Diet Coke.

11. Let’s re-define what it looks like to buy Diet
Coke at Target.
RE-THINK THE
PURCHASE
PROCESS.

12. Happiness Delivered.

13. A PLATFORM THAT ENDS THE FREAK
OUT. DIET COKE DELIVERS CALM TO
YOUR DOOR.

14. HOW IT WORKS:

15. I NEED THIS NOW!!
THE CRISIS IS COMING
I’M COOL... BUT I REALLY
WANT A DIET COKE
HOW IT WORKS:

16. HAPPINESS DELIVERED
WHERE ARE YOU NOW?

17. FANS FIRST

18. BRANDED CONTENT

19. SEARCH-
DIET COKE
INTERCEPTS
ANXIETY

20. THE NET RESULT:
WE MAKE SURE PEOPLE DON’T RUN
OUT OF DIET COKE.
THEY LOVE US MORE, AND SHOP
DIET COKE - AND TARGET - MORE
OFTEN.
AND THEY TELL THEIR FRIENDS.

22. THANKS