The document outlines Coca-Cola's integrated marketing campaign titled "Goat you a Coke" aimed at teens ages 13-17. The campaign uses memes and social media to appeal to younger consumers. Elements of the campaign include TV advertisements featuring goats, an experiential street party event in several cities offering prizes, billboards, a website, and social media promotion across platforms like Twitter, Facebook, and Instagram. The goal is to position Coke as a refreshing drink that promotes sharing and bonding with friends.

1. Alex Johnson Ciera Strobel Kristina Keeling Kortney Wilson Philip Snipes
Group 2

2. AKKPC Advertising Agency
Coca-Cola Integrated Marketing Campaign
“Goat you a Coke”
Coke is capturing love and spreading it
through their new campaign.

3. Brand
● Coca-Cola is the world’s largest beverage company providing refreshments to consumers in over
200 countries since 1886.
● Coca-Cola ranks as the number one source of a variety of sparkling drinks, juice, ready-to-drink
coffees, and classic coke.
● With every drink joy is brought with a refreshing coke. Coca-Cola will always be a classic.
● We are now broadening our market to younger groups of consumers and have begun to capture
their attention. Coke is now using fun social media memes to capture the attention of younger
millennials. Coke will always be a classic choice and it can be a choice for the younger crowds
also.

4. Purpose Statement
The purpose of this marketing communication message is to
convince teens, ages thirteen to seventeen, that drinking Coca-
Cola products such as Coke will benefit them more than
drinking just any sparkling soda product because Coca-Cola is
centered around the idea of sharing with friends and loved ones.
The brand of Coca-Cola is more than just an enjoyable
refreshment, it is the friendly bond between oneself and others.

5. Social media is filled with memes (photos with text that display humorous
messages rapidly over social media such as Twitter, Facebook and
Instagram).
Cute animal jokes, memes, and webpages have filled the internet. There
are Twitter accounts dedicated to adorable photos of animals.
Coke is using these types of media to capture the attention of young teens.
Abridgment

6. Demographics
Coke’s target demographic market is young teens from ages
13-17 who are from middle class families. This age group
is a great market to target to create a brand preference for
years to come. Middle class families purchase more coke
products than other classes. Coke offers this demographic a
crisp, classic, refreshing drink.

7. Media Outlets
Television Advertisement
Experiential Event
Billboard
Website
Social Media
Radio Script

8. TV Storyboard

9. TV Storyboard

11. Experiential Event
COKE is having a STREET PARTY!
There will be PRIZES, GAMES, and
don’t worry, there will be COKE’S TO
SHARE. Come meet Henry and Zoë, the
goats from the Coke advertisements!
They GOAT you a COKE.

12. The experiential event will be sponsored by Coca-
Cola. This event will be held in New York City, New
York, Los Angeles, California, Dallas, Texas, and St.
Louis, Missouri. Prizes will be Coke memorabilia like
Coca-Cola T Shirts, Coca-Cola coupons, and one
lucky teen from each city will win a $500 scholarship
from the Coca-Cola Scholars Foundation for the best
promotional tweet or blog about the event.
Coke Sharing the love at the Experiential Event

13. Experimental Event poster

14. Billboard

15. Web Site Our website is a means for customers to find out more information on Coca-Cola and to see
what events and promotions are going on. We integrate many recognizable images into the campaign, We Goat
You A COKE.

16. Social Media
Coca Cola is focusing their social media outlets to better display their
name on Social Media. Coke is emphasizing the sharing of coke with the ones you love and
care about. Coke is focusing most of their attention to Twitter because this is the social
media outlet the majority of teens spend their time on.
● Coca-Cola posted fun recipes to make with Coca-Cola..
● Coca-Cola started the #ShareACoke
● Coca-Cola promoted teens to tweet about the company, sharing of coke with loved
ones, their favorite Coca Cola recipe. The teen with the best promotional tweet wins the
scholarship at the experiential events.
● Coca-Cola used social media platforms Facebook, Twitter and Instagram to promote
their street party.

17. Social Media

18. Social Media
These recipes were promoted through Facebook and
Twitter. They were also featured in the
Journey/Recipe tab on the Coca-Cola website.

19. Social Media
This blog post was used to promote the
World of Coca-Cola as a great weekend
get-away. This post was promoted
through Facebook and Twitter. This blog
was also featured on the Coca-Cola
website.

20. I GOAT YOU A COKE, JK it’s a flower.

21. Radio Script
Narrator: Back in 1886 when Coca-Cola was first
invented, it sold at the local convenience store for JUST a
nickel!!! I know what you’re thinking, back then you
could have bought 20 cokes for just a dollar! Fast
forward to today; you can STILL find this crisp
refreshing beverage at your local convenience store for a
low price. So get on out and have an adventure while it’s
still summer because… ‘ I goat you a Coke (goat sound
in background)’ Find us on Facebook and Twitter
@Igoatyouacoke!
Listen to our Radio Ad at:
https://soundcloud.com/user650200763/coke-radio-ad