This document analyzes the target demographic for a new cola product - "Urbanistas". Urbanistas are typically young adults between 18-29 years old who live in urban areas. They are socially conscious, tech savvy, and enjoy trying new drinks. While they care about health, they also enjoy splurging on less healthy foods and drinks. They are heavy consumers of media like TV, internet, radio and magazines. The document recommends targeting advertising for the new cola to Urbanistas through non-traditional media like bus stops, trains and taxis as this demographic is very receptive to such advertising.

1. New Cola Target Analysis Christina Herrmann Krystal Plomatos Brian Swann

2. African Americans 165 index Hispanics 162 index Who drinks carbonated drinks? 14-20 times a week

3. Glass half empty.

4. Follow the bubbles.

5. Our Target Top 100 Metro Markets 18-29 years old Urbanistas 25 million strong

6. 52% more likely to enjoy trying new drinks.

7. Who are they? Lives in a city or urban area Craft urban families Socially conscious Urbanistas

8. General Demographics Urbanistas 24 years old 51% female, 49% male 70% single 255 Index of expectant children (2 children avg.) 65% White, 26% Hispanic, 13% African American Individual Income $25,000, Average HHI $88,000 55% full time employment, 30% unemployed 38% high school graduates, 22% college graduates 447 Index of full-time students

9. What’s in their heart? Explore + Express

10. What’s in their head?

11. Urbanistas Reflection Most find themselves to be: Confident Brave Sociable Open-Minded Stubborn Reliable Egocentric

12. Urbanistas The Almighty Dollar More likely to work at current job purely for the money Money is the best measure of success Managing it is another story: 41% more likely to spend without thinking 30% agree they’re no good at spending money

13. Instant pleasure.

14. Urbanistas The Munchies 58% more likely than average Americans to be vegetarian Know they should exercise more (64%) 44% treat themselves to foods that aren’t good for them Under-index on: “ working at eating a well-balanced diet - 78

15. We know who they are, but how do they get their kicks?

16. Gettin’ their kicks Urbanistas

17. Tech Savvy Urbanistas Any price is justifiable for emergent technology First to grab the newest electronics off the shelf Influence the tech-buying habits of friends

18. Media Habits (TV ) Urbanistas 38% in top two quintiles for cable TV Watch evening animation 121% more than any other group Favorite programming includes: General Drama Reality TV Music Comedy

19. “ This is where I go to be entertained. You might as well entertain me.”

20. Urbanistas Media Habits (Internet) Most feel that the internet transformed their free time All internet all the time Why sleep when you can surf? 40% consider themselves Early Adopters

21. Urbanistas Media Habits (Radio) 48% listen everyday 60% always listen while driving 25% more likely to be very receptive to radio advertising

22. Urbanistas Media Habits (Magazine) 37% in top two quintiles for magazines First-time parents read nearly 300% more parenting magazines Favorite type of reading: Celebrity gossip Beauty/Style Gaming Cars

23. Urbanistas Media Habits (Non-Trad) Sit up and pay attention when they see ads: at bus stops 168 on trains 180 atop taxis 174

24. Free Refill Urbanistas Young city dwellers who are exploring themselves and their world Love colas and trying new ones Care about money, but don’t know what to do with it Try to be healthy, but in the end splurge on treats for themselves Tech savvy advertising sponges

25. Feel free to quench your thirst for knowledge.