The document outlines an advertising campaign for Coca-Cola that includes goals of positioning Coke as a drink for people of all ages and nationalities as well as a drink tied to family history and traditions. It proposes using billboards and commercials to showcase multi-generational families enjoying Coke over decades to convey its enduring popularity and ability to bring people together across boundaries. The commercial ideas feature families and couples sharing Coke through the years from the 1950s to present day in various countries to position it as a drink that stands the test of time for every generation and nation.

1. Advertising Campaign
Created By:
Shanae Sharon
Rodrigo Teixeira
Developing an Advertising Campaign
March 15, 2012

2. Campaign Goals
• Position Coke as a drink for all, young and
old, and all nationalities.
• Position it as a drink a staying power
tied to family history and traditions.

3. Billboard

4. Alternative Media

5. Alternative Media

6. Alternative Media Billboard

7. Alternative Media Billboard

8. Mobile Billboard

9. Commercial # 1
Action: Camera pans in on father and son
working on fixing a car together.

10. Dad: When fixing a car, always make sure you have
the right tools.

11. Action: After fixing the car father
and son enjoy a coke together
Dad: And always finish the job with a coke!

12. Action: Father and son, fix car together.
Dad: Son, let me teach you what my dad taught me.
Superimposed: 40 Years later.

13. Dad: Good job son! Just one last thing…no job is complete
without a coke.

14. Action: Father and son enjoy a Coke together.
VO: Coca-Cola, the drink that stands the test of time.

15. Commercial # 2
Action: Guy and girl enjoy a coke over a first date. The girl tosses her
Coke up into the air….
FX: 1950’s music playing.
Superimposed: 1952

16. FX: 1980’s music playing. Something light and fun.
Action: The Coke is caught by the daughter of the woman in the last
shot and sipped to enjoyment. She tosses it into the air…
Superimposed:1982

17. FX: Popular song from today.
Action: Coke is caught from the daughter of the girl in the previous
shot, and sipped to enjoyment.
VO: Coca-Cola, for every generation.
For every first date.
Superimposed: 2012

18. Commercial # 3
Action: Quick shots of people from all over the world drinking Coca-Cola.
Dialogue: People saying Coca-Cola in various languages.
FX: High energy sound track in the background.
VO: Bringing the world together one sip at a time. For every generation
and every nation. Coca-Cola.

19. The End