1886 First Coca-Cola ad in the Atlanta Journal 1885 Logotype created

1894 First sold in 6 oz. bottles

1916 “Hobble-skirt” bottle design introduced

1930’s Image of red and white Santa Claus is promoted in ads for the first time

1950 First Coca-Cola T.V. ad created 1966 “Things go better with Coke” campaign

BRAND TIMELINE

1928 First sponsor in the Olympics in Amsterdam

1979 “Have a Coke and a Smile” campaign 1978 Coca-Cola sponsors FIFA for the first time with its “Coke adds life...” campaign 1993 “Always Coca-Cola” campaign features polar bears for the first time 2008 Our Campaign 2000 “Coca-Cola. Enjoy” international campaign

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1971 “I’d Like to Buy the World a Coke” campaign: one of the best campaigns in history

2006 “The Coke Side of Life” campaign

20 in-depth interviews and 3 focus groups. Non-traditional media are key to reaching the target. They enjoy cola. We employ public relations strategies and strategic partnerships to complement the campaign’s executions and maximize their effectiveness. It is time to refresh the brand amid changing consumer preferences.5 The company’s future success hinges on its ability to reach 13 to 24 year olds now. HttP://www.bEVERAGE-DIGESt. we learned that through technology. We’re sensitive to the fact that tongues are potentially polarizing for certain demographics outside of our target market but inside Coca-Cola Classic’s customer base our executions are very targeted and tasteful to reflect this concern. while some are young professionals. and each other.ORG 5 CASE StUDY. HttP://bwNt. PG 8 7 CAMPAIGN SURVEY .Executive Summary CAMPAIGN GOALS 1. Our target market is actively connected. We call them the Dynamics. Many are in school and rely financially on their parents. sales have faltered. Increase consumption by 3 percentage points in the 13-24 year old target market. Through more than 1200 surveys. flexible when choosing refreshment.PDF 4 AMERICAN BEVERAGE ASSOCIAtION SCHOOL BEVERAGE GUIDELINES.bUSINESSwEEK. Executive Summary 1 BUSINESSWEEK TOP 100 BRANDS 2006. In 2006. channel surfing. consumer taste is shifting away from Coca-Cola Classic.COM/PDF/ tOP-10_2007. Bans on selling to younger consumers restrict the company’s ability to reach youth and health concerns stifle consumption as consumers age. focusing on the tongue as an expression of the happiness found in the Coke Side of Life. global consumption of trademark Coca-Cola products rose 3%. 13 to 24 year olds are the key to reviving the brand. The beverage world has changed. but are not overly brand loyal. 2. While the secret formula has not changed.COM/ bRAND/2006  2006 COCA-COLA ANNUAL REPORt. The key benefit of Coca-Cola Classic for our target is taste. Coca-Cola Classic is the world’s most valuable and most recognized brand. Multi-tasking. At the intersection of taste and happiness is the tongue. HttP://www. Our creative strategy is to reach Dynamics with a slightly irreverent look at everyday life. they keep up with the latest social trends. and ad-skipping characterize our distracted target. technology-centric approach to reach and stick with the target market. technologysavvy target market. Now is the time for Coca-Cola Classic to make a leap forward to match it. Through guerilla events and alliances with key brands like the Nintendo Wii. Increase brand health by 3 percentage points in the specified target market. PG 8 3 BEVERAGE DIGESt 2006 TOP 10 BRANDS.7 Our campaign focuses on this tangible benefit as a gateway to the Coke Side of Life concept. we will create and sustain buzz in the social. the birthplace of the brand. Our media plan utilizes a multichannel.2 yet in the United States. Essentially Coca-Cola Classic provides happiness through its refreshing taste. AMERIbEV.

BAcKGROUND Beverage Industry Trends Coca-Cola Brand Overview Competition Research Methods SWOT Analysis 2 3 4 5 6 C ONtENtS 7 9 10 12 POSItIONING AND TARGEtING Key Target Insights Target Market Definition Target Market Profiles Positioning Strategy CREAtIVE StRAtEGY Creative Strategy Creative Palette Creative Execution Promotions and PR 13 14 15 20 MEDIA StRAtEGY AND INtEGRAtION Media Plan Media Rationale Budget Cooperative Partnership 21 23 27 28 EVALUAtION Evaluation Conclusion 29 30 Contents  .

• Examples of Short-lived CSD Brands POPULARItY OF FUNctIONAL DRINKS – The market share of enhanced bottled water.9 The health smart trend continues with a steady increase in the market share of diet sodas.Short-term variations of popular sodas. Pepper Red Fusion. Functional Drinks 2006 Coca-Cola Annual Report. pg 6 Mintel Report. sports drinks and energy drinks is also experiencing growth at the expense of regular soft drink consumption.8 Key drivers of this sales downturn include: • “HEALth SMARt” CONSUMERS . We expect this trend to continue. The CocaCola Company released 84 new brands in 2006 alone. Energy Drinks TRENDS In the past few years.Consumers are educating themselves about the health implications of their consumption choices. pg 33 . there has been a steady decline in the carbonated soft drink (CSD) category’s beverage market share. This knowledge is causing a shift in market share from regular to diet soft drinks as consumers make an effort to be healthy. increase clutter in the soft drink marketplace.10 A FLOOD OF ShORt-LIVED BRANDS . Functional drink sales are predicted to grow 27% at current prices from 2004-2009. pg 6 Case Study.B EVERAGE INDUStRY Annual Percentage Growth Rate CSD vs.11 The new drinks flood the market with temporary products. • 2002-2004 2002-2004 Background  2004-2005 2004-2007 2006-2007 8 9 10 11 Case Study. distracting consumers from Coca-Cola Classic’s brand messages. Demand for these drinks is increasing as consumers look for a physical uplift from a “healthy” beverage. such as Dr.

ajc.S.BRAND OVERVIEW • • • • StRUGGLING WIth NEGAtIVE MEDIA AttENtION .International coverage of incidents in India and Colombia is affecting the brand image. NEGAtIVE HEALth PERcEPtIONS .S.http://www. http://www. sales of its flagship brand continue to fall.1813839.12 PUbLIc RESPONSE tO “ThE COKE SIDE OF LIFE” .Coca-Cola Classic’s decade-long (1997-2006) absence from the Super Bowl is indicative of the brand’s recent avoidance of major branding opportunities.2006.com . In the U.org 13 The Coca Cola Company 2006 Annual Review pg 16 14 “Soft Drink Hard Sell.13 Though each day 1.com/business/content/business/ coke/stories/2007/01/24/0124bizcokead.html 15 Atlanta Jounal-Constitution Online.. http://www.3 billion global Coca Cola customers quench their thirsts with a Coke product.16 In 2005. schools in accordance with an agreement by the three largest beverage companies to promote a health smart lifestyle..uk/magazine/ story/0. regular sodas began disappearing from U.guardian. Coca-Cola had been absent from Super Bowl marketing opportunities for 10 years Background 12 American Beverage Association School Beverage Guidelines. mobile and digital world. http://observer.com/pdf/top-10 2007. July 9. Ajc.html 16 Beverage Digest 2006 Top 10 Brands.beveragedigest. especially in non-traditional placements.co.pdf  . Coca Cola chose to use 88% traditional media to reach 13-24-year-old consumers Until 2007.ameribev. adverse publicity about obesity in children also contribues to declining public perception of CSD brands.Coca-Cola successfully integrates itself into the daily lives of its consumer in an active.In 2005.00.15 Coca-Cola Classic experienced a 2% sales decrease from 2005-2006.14 TRADItIONAL BRANDING TActIcS .” The Observer.

18 Enhanced Sports Drinks Tea RTD Coffee Background NON-SODA COMPEtItION: Other beverages: Any brand of unfortified juice. With an overlapping of target market and similar key benefits of providing energy. RC Cola. domestic sales do not reflect Coca-Cola Classic’s true marketing potential. store brand colas Other brands of cola-flavored soda provide the same experience as CocaCola Classic. milk and all other drinks compete to satisfy the consumer’s next wave of thirst. functional drinks are taking market share from Coca-Cola Classic. Diet Sodas Other flavors of carbonated drinks can substitute Coca-Cola Classic. 7-Up. Enhanced Water/Sports Drinks. Unfortunately. Functional drinks: Energy Drinks. Pepper. 17 C OMPEtItION Pepsi RC Cola Diet Sodas Lemon-Lime Sodas Other Sodas Energy Drinks INDIREct COMPEtItION: Other carbonated drinks: Dr. Due to newly introduced beverages and the growing popularity of the competition. water or milk There is a wide range of drinks available to quench thirst or to complement a meal or snack. All of these sodas provide the same benefit to the consumer: an easily accessible drink that will complement any food. DIREct COMPEtItION: Cola flavored sodas: Pepsi. burgers. Water. Functional Drinks  . Coca-Cola Classic sales continue to decline. vitamins or nutrients for the students and athletes who are in need of energy. They provide a more concentrated dose of caffeine. Non-loyal cola drinkers cannot even taste the difference between brands. Teas Functional drinks are rapidly growing in popularity among teenagers and young adults. They have the same texture and are consumed with similar foods: pizzas. Mountain Dew. snacks. Bottled Water Milk Juices 17 Campaign Focus Group 18 Mintel Report.Coca-Cola’s Competitors: Coca-Cola Classic is a well-recognized brand worldwide.

research was taken from: • Online databases (Mintel) • Books (For God. 19 WE cOLLEctED OVER 1200 SURVEYS. 19 Background  . and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It .S.Analuz Vizarretea. Country.Mark Pendergrast) • Trade publications (Ad Age.” .Jorge Noriega. • We held one-on-one interviews with 20 members of the target market for a more in-depth.” .Brittany Nardone. the Coca-Cola Company and the target market.R ESEARch MEthODS RESEARch ObJEctIVES • Which aspects of Coca-Cola most attract the target market? • What are psychographic and behavioral characteristics of the target market? • What is the target market’s perception of CSDs and Coca-Cola Classic? • What are the CSD purchase trends among the target market? • What are common lifestyle trends within the target market? • What is the media consumption of the target market? PRIMARY RESEARch • We conducted an extensive survey with more than 1. components of their purchase decisions and perceptions of Coca-Cola and Pepsi.” . • We conducted three focus groups consisting of members of our target market. SEcONDARY RESEARch: For information on the CSD industry.200 responses of 13-24 year olds across the U. conservative brand. to gauge the role of Coca-Cola in the target’s lifestyle and to collect demographic information. putting in things that we like. asking questions about their soda drinking habits. It needs to have a young image. Pepsi is young and hip. 16 “[Advertising] should be visually attractive. personal look at Coca-Cola’s role in the target’s life and their daily media usage. cONDUctED 20 INtERVIEWS AND hELD 3 FOcUS GROUPS. Adweek) • Coca-Cola Classic Case Study Focus Group Pullouts: “I buy soda not only because it tastes good but because it keeps me up. “Coca-Cola is an older.

com/pdf/top-10 2007. can team up with new charities • WEAKNESSES Ignores non-traditional advertising • Does not effectively reach 13-24 years olds22 • Declining sales23 • Target perceives it as an “old” brand”24 • Positioning based on intangibles ThREAtS Health smart trend erodes market share • Potential for more negative media coverage • Popularity of functional drinks persists • Increasing new competition in the market • Background  19 20 21 22 23 24 Coca-Cola Corporate Website.thecoca-colacompany. http://www.beverage-digest. pg 13 Beverage Digest 2006 Top 10 Brands. trusted brand name19 • Established company19 • Consistent product • Brand-loyal customer base20 • Successful past advertising21 • Easily accessible product • OPPORtUNItIES Many tangible product benefits • Non-traditional media available to reach • More charitable organizations fit with brand values.html Campaign Focus Group/Surveys Coca Cola Television Advertising Campaign Case Study.com/ourcompany/awards_recognition.SWOT Analysis StRENGthS • Well-recognized. http://www.pdf Campaign Focus Groups .

though it may not always adapt well to current trends. conservative and fun are a few words that the target uses to describe the Coca-Cola Classic brand. } out of those who show no strong brand loyalty. Achieving our Research Objectives Taste was the top response no matter how we segmented the data.K EY TARGEt INSIGhtS Which aspects of Coca-Cola most attract the target market? Taste. Out of general survey population Brand image Energy No response Other Taste Thirst-quencher } out of undergraduates who respond to sarcasm. The target audience values friends highly and prefers to do activities as a group rather than as individuals. Social. They see Coca-Cola Classic as a solid brand that will always be around. All data subgroups represent the importance of taste. The target audence says that Coca-Cola Classic does not put enough emphasis on what is interesting to them. What is the target market’s perception of Coca-Cola Classic?  . They feel most comfortable when around others. Positioning and Targeting What are the psychographic and behavioral characteristics of the target audience? The target audience invests much of its time in social activities. and they use multiple forms of communication to keep in touch with others. Just a drink that comes with other food } out of females who had watched ABC in the last week.

few follow a strict diet. While 96% of respondents consider themselves healthy or somewhat healthy.K EY TARGEt INSIGhtS Segmenting through media purchases Aware of the benifits of segmenting the market. though their underlying preferences may be similar. we plan to segment through media channels. Therefore. Yet. • • • What are CSD purchase trends among the target market? 23% of the target market is generally loyal to brands but has not yet made a definite brand choice for soft drink consumption. What are common lifestyle trends within the target market? Health has become a major concern for the target market. only 26% watch their calorie intake. however. aligning with their world views and preferences. These customers are ready to make a brand choice but are waiting for a brand that connects with them. We found no such distinct divide. The target market is health-conscious and thus has increased its consumption of non-soda drinks. In order to best connect with their everyday experiences. a high school student lives in a very different world from a college student or a young professional. What is the media consumption of the target market? •  91% of the target audience considers itself to be at least somewhat connected to major news and world events. . it has not given up soft drinks entirely. Dynamics primarily drink soda in social settings with friends and family. they make their consumption decisions based on perceptions of healthiness. any division of the target into primary and secondary sub-groups would be completely arbitrary. The target audience spends much of their time on the computer. we see the younger half of the target attempting to emulate the older half. however. They consider both advertising and their friends the strongest influences when purchasing the right products. With no discernable difference in outlook within the target. a matter of perception. 13-18 year olds look to advertising for current trends. Instead. In fact. while being healthy is trendy. it is less annoyed by advertising than the older population. allowing us to tailor executions to the specific life experiences most relevant to the audience while still maintaining the underlining message among the target. and sees it as a valid source of information. It is. ActIONS OF PEOPLE WhO cONSIDER thEMSELVES hEALthY OR SOMEWhAt hEALthY I watch calories and what I eat I watch calories I watch what I eat Neither • • • Positioning and Targeting The target is generally receptive to advertising. we looked for a divide delineating the target into two psychographic groups throughout our primary research process.

busy and connected lives. 13-24 year old non-loyal beverage drinkers seeking convenience in their active. During their chaotic days.Dynamics are physically active. Connected . Active .Dynamics utilize lots of technology to maintain their social connections and stay connected to the world around them. Introducing the Dynamics Dynamics engage in several activities that involve the use of multiple communication media at the same time. but have not yet decided on a soft drink loyalty. they socialize with others. interested in fitness and health. or both. HOW ARE thEY DYNAMIc? Non-Loyal . in school. Positioning and Targeting  .Dynamics are either working. Busy .Dynamics are brand loyal.T ARGEt MARKEt DEFINItION Our target audience is the Dynamics.

ONLINE ActIVItIES: Check e-mail. but every night she tries to fit in a couple of hours to watch TV and go online. and goes back to work. goes to work. though. it must always be bubbly – never flat. he likes its taste. You must always be prepared for its surprises. Every once in a while. LIFEStYLE: Her days are packed with school and homework. but now life’s absolutely crazy. WEEKEND PLANS: She likes to have fun. FAVORItE WEbSItE: MySpace. He started drinking it as a kid and will probably drink it when he’s old. she goes to the mall and spends time with her family. she goes to parties. especially with pizza or burgers. FAVORItE WEbSItE: addictinggames. mostly by playing games online.com. It’s the only soda he drinks. PERcEPtION OF COcA-COLA CLASSIc: It is not her favorite soda but she still likes to have it every now and then. He also drinks Coke with lunch and sometimes dinner. He was busy in college. he drinks Coke beause it gives him the energy to keep going. PERcEPtION OF COcA-COLA CLASSIc: Sometimes he’s at the office until 2. stocks. facebook. goes back to work. He probably uses the Internet around 14 hours a day. where she likes drinking Coke. works out. eats lunch. 10 PERcEPtION OF LIFE: Life brings you unexpected things. He wakes up at 8 in the morning. and do work-related stuff. LIFEStYLE: Extremely busy. . even 3 in the morning. He takes little breaks at the office. the news. However.T ARGEt MARKEt PROFILES NOUR SHAHAb AGE: 13 MIDDLE SCHOOL StUDENt URI MAGEN-DAVID AGE: 25 INVEStMENt BANKING ANALYSt Positioning and Targeting PERcEPtION OF LIFE: She likes to live life to the fullest. On those late days.

PERcEPtION OF COcA-COLA CLASSIc: She used to be addicted to Coca-Cola when she was younger.they are a huge part of her life. 11 Positioning and Targeting . but mostly when she’s at the beach because it is refreshing. MSN messenger. ONLINE ActIVItIES: Whenever she is short on time. She is trying to figure out what she wants to do with the rest of her life. she goes to class. She spends lot of time with people on her dorm floor. FAVORItE MAGAZINES: Vogue. and watching TV.through AIM. e-mail and facebook. LIFEStYLE: Ever since she started college she started exercising a lot more – working out became a huge part of her busy life. She thinks life is what you make it. She spends around 5 hours a night online. does homework. Teen Vogue. especially when she’s up doing schoolwork. the New Yorker and the Economist. talking on the phone. so she tries to enjoy it and keep herself active. and online. she keeps in touch with all her friends online . She goes online for about three or four hours every night.MARIA FE RAZEttO AGE: 21 COLLEGE SENIOR TRICIA PAttERSON AGE: 18 COLLEGE FRESHMAN PERcEPtION OF LIFE: She tries to enjoy moments to the fullest. She still drinks it. works out. She likes to meet different kinds of people and listen to their experiences. and hangs out with her friends if she has time left . LIFEStYLE: One of her favorite things to do is socialize. they’re like her family. PERcEPtION OF LIFE: Her life is changing. PERcEPtION OF COcA-COLA CLASSIc: She likes drinking CocaCola every now and then. espeically now that she is graduating in a few months. mostly for schoolwork. over the phone. During the week. simultaneously doing homework. but she’s also trying to drink water and other [healthier] stuff.

Coca-Cola Classic will turn the act of sticking out your tongue into another trademark of Coca-Cola and establish it as the gateway to “The Coke Side of Life. Coca-Cola Classic is the ice-cold Positioning and Targeting refreshes life by taste that providing a physical & emotional uplift. Our new Coca-Cola Classic market strategy refocuses the “Coke Side of Life” campaign back on Coke’s key benefit: taste.POSItIONING StRAtEGY To Dynamics. Coca-Cola Classic is synonymous with the color red and tradition.” 12 .

We maintain the brand’s optimistic. ObJEctIVE: To rekindle interest in the Coca-Cola brand and to refresh the “Coke Side of Life” campaign TARGEt: The Dynamics. within our target market we find it enhances the viral nature and youthful edge of our key message. images of young people and more edgy. multicultural youth COMPEtItIVE FRAME: Coke’s crisp. authentic concepts. Fun and Creative 13 .C REAtIVE StRAtEGY BAcKGROUND The “Coke Side of Life” campaign entertains audiences with its abstract animated vending machine and video game commercials. speaking directly to the target in its own language about authentic situations. We are aware that this act is potentially polarizing. From bottom to top. It needs to express youthfulness through online media. classic taste KEY MESSAGE: The crisp. however. our campaign integrates with Coca-Cola’s current brand positioning. offering a new way to express the happiness in the taste of Coke by sticking out one’s tongue. quenches thirst and is associated with social occasions Creative Strategy PERSONALItY: Optimistic. refreshing taste of Coke will make your tongue tingle and make you want to smile SUPPORt POINtS: Povides a physical and emotional uplift. The brand voice remains refreshingly honest. happy core. Our campaign builds on the “Coke Side of Life” concept currently in use. but strays too far from the brand’s socially connected core and the product’s functional benefits. 13-24 year-old socially connected. “The Coke Side of Life” campaign needs more than computer animation to connect with youngaudiences.

. They reflect the Dynamics’ active lifestyle. ensuring an integrated campaign. The interaction of friends in social settings represents the viral characteristic of the campaign. BOLD COLORS represent the intensity of positive emotions as presented in the Coke Side of Life.CREAtIVE PALEttE BUbbLES are dynamic and add vitality and energy to the executions. with the happiness represented by the brand. Creative Strategy FRIENDS make life exciting. Tongue expressions are a viral communication of the Coke Side of Life. SMILES spread happiness and represent connectedness among Dynamics. taste. ThE LOGO & TtAGLINE reinforces the Coke Side of Life campaign. 14 The tongue is the element that connects Coca-Cola’s key benefit. Our creative palette shows the elements that are present in all of our creative executions. RIbbON The ribbon provides consistency in the campaign with the brand and its heritage.

PRINt C REAtIVE EXEcUtIONS 15 Creative Strategy .

Appropriate photos are compiled into a photo-mosaic. and the mosaic zooms into a photo of the participant. Creative Strategy 16 .MYcOKE. The mosaic is inserted into a Flash widget that participants can then place on their MySpace page.C REAtIVE EXEcUtIONS ONLINE INtERNAL WWW.cOM/tONGUE Tongue Twister Videos Myspace Layouts & Mosaic Coke Monster Games Video Sharing Tongue Expression Guide MYSPACE MOSAIC Visitors can submit photos of themselves sticking out their tongues. This execution reinforces the tongue imagery of the campaign through the social networking medium.

and its simplicity and uniqueness attract web surfers.com/tongue.C REAtIVE EXEcUtIONS BANNER ADS ONLINE EXtERNAL HEADLINE The tongue twister unifies and reinforces the campaign. In the ad. LOGO & TAGLINE The final segment of the banner ad shows the Coke Side of Life logo twirling and flying across the banner and landing in the center.com/tongue. BODY COPY The purpose of the banner ad is to have people visit mycoke. WEB GAMES Bubble Mania Spin the Bottlecap Coca-holic 17 Creative Strategy . Tongue twisters and games introduces the fun features of the site. IMAGE The tongue monster is from the Coke webgames on mycoke. the monster swallows the headline.

allows people to learn more about the “tongue” campaign.CREAtIVE EXEcUtIONS OUt-OF-HOME TRANSIT PRINT ADS 18 HEADLINE The silly nature of tongue twisters causes people to laugh and smile. which is loaded with games. sweepstakes and downloads. refreshing taste while focusing on our tongue campaign. Creative Strategy CALL tO ActION The website. LOGO & TAGLINE . Our Coke tongue twisters emphasize the benefit of Coke’s crisp.

shown prior to films in movie theaters.the tongue. 19 . ending with the exercise of the most important muscle .CREAtIVE EXEcUtIONS OUt-OF-HOME MOVIE THEATER AD Shown before Feature Film TONGUE EXPRESSIONS BOOKLET STREET ART INTERACTIVE DISPLAYS Creative Strategy This video execution. leads audiences through premovie stretches.

They will contain scientific information about its importance and what stimulates taste buds. In July. promotions and public relations are a key part of any WORD-of-MOUTH advertising strategy. We will support this effort with promotions on our website.VIRAL CAMPAIGN There will be a 50-foot-long red carpet in the shape of the Coca-Cola red ribbon on the floor at different locations. Creative Strategy 20 . TONGUE PRESS RELEASE Press releases will be sent to various publications with interesting information about the tongue and the sense of taste. STICK IT OUT FOR THE POLAR BEARS The classic Coca-Cola polar bears are in danger. P ROMOtIONS AND PR P Today more than ever.000.000 in our budget to cover this donation. The spokespersons will ask participants to stick out their tongues for a free bottle of Coke.“STICK YOUR TONGUE OUT FOR A COKE” . a free t-shirt. They will also receive a Tongue Expressions guide and. tying in the texture and flavor of Coca-Cola Classic. At the end of the carpet will be Coca-Cola spokespersons from the target age group wearing specially designed Coke t-shirts. the company will donate a portion of the sales of commemorative Coca-Cola Classic packages to the World Wildlife Foundation to protect the polar bears. at select locations. Lining the carpet will be red poles to make it appear like a movie premiere’s entrance. We have set aside $1.

The plan integrates both traditional and non-traditional media. and connected lives. busy. AN OFFENSIVE APPROAch WhO • Dynamic cola drinkers who have no brand preference or who prefer Coca-Cola will be encouraged to purchase Coca-Cola Classic.M EDIA PLAN ObJEctIVE • Increase cola consumption and brand rating among 13-24 year old non-loyal beverage drinkers and loyal Coca-Cola customers seeking convenience in their active. WhEN • Launch in January • One-year campaign • Continuous scheduling on interactive level • Non-interactive media will be alternated throughout the year. • The campaign will also focus on the 10 largest nonPepsi affiliated university campuses. WhAt • Messages delivered in areas of high opportunity and large target population. WhERE • The strategy will take place in Dynamic Cities (list on page 23) with a focus on the top ten metropolitan areas in the country with the highest percentage population of young people between the ages of 18-24. focusing on the summer and holiday months. focusing on nontraditional and new media. HOW • Obtain optimal levels of both reach and frequency through the following media: Outdoor Internet Search Marketing Banner Ads Video Ads Targeted E-mails Transportation Street Art Media Strategy and Integration Interactive displays Shopping Malls Guerilla Marketing Campus Newspaper Movie Theaters Magazines Newspapers Video Games 21 . • Obtain both high reach and frequency. focusing on operating between interactive platforms to successfully reach the target consumer.

M EDIA FLOW ChARt Media Strategy and Integration FOR RAtIONALE. 22 . PLEASE SEE “MEDIA RAtIONALE” ON PAGES 24-27.

26 US CENSUS BUREAU. Online Video (TV networks. CBSsportsline) sites Timeline: all year. 2005 POPULAtION EStIMAtES NEw YORK LOS ANGELES CHICAGO DALLAS PHILADELPHIA HOUStON WASHINGtON DC MIAMI AtLANtA DEtROIt BOStON PHOENIX SAN FRANCISCO SAN DIEGO MINNEAPOLIS SEAttLE St. WILLAM AND NEIL HOWE.com/tongue. ultimately driving them to MyCoke.Known for their ability to multitask. and Sports (ESPN. 25 StRAUSS. “taste. directly connecting the target with ads relevant to their needs. MILLENIALS AND thE POP CULtURE. Campaign keywords (i. banner and video ads reinforce the brand image in the target market’s mind. M EDIA RAtIONALE TOP 25 DYNAMIc CItIES 26 Metropolitan areas ordered by population of 15-24-year-olds ONLINE BANNER/VIDEO ADS Selections: Popular social networking (facebook. we have compiled a marketing plan that consists of highly interactive advertising spanning many media channels. To reach this dynamic target. YouTube). Dynamics are highly connected individuals who are not afraid to try new forms of technology and are receptive to new marketing ideas. SEARch MARKEtING Selections: Google. LOUIS BALtIMORE TAMPA DENVER SCRAMENtO PIttSbURG CINCINNAtI SAN ANtONIO PORtLAND 23 Media Strategy and Integration . 2006. MSN Timeline: all year Rationale: Search engine marketing only displays ads related to users’ searches. These ads allow people to interact with the images. MySpace). varies by outlet Rationale: As Dynamics spend much of their time online.” “tongue” and “puzzles”) will trigger Coca-Cola ads at the top of search results of all major search engines. Yahoo!.e.

PhP?ARtIcLE=YOUth_WAStE 24 . The e-mails provide customers already familiar with the brand with a direct link to MyCoke.com.com. WEb GAMES Selections: Popular gaming sites: newgrounds com. albinoblacksheep. varies by specific outlet Rationale: Almost half of all teens read at least one magazine a month. 27 NAtIONAL CENtER FOR EDUcAtION StAtIStIcS. placing Coke games on websites dedicated to Internet gaming is a cost-effective way of reaching the target.MEDIA RAtIONALE TOP 25 DYNAMIc COLLEGES 27 Non-Pepsi-affiliated universities. httP://WWW.28 By targeting executions to the magazine’s specific demographic. addictinggames.com Timeline: all year Rationale: As games become more popular among the target.bPOUtDOOR.AUStIN ARIZONA StAtE TEXAS A AND M MICHIGAN StAtE PENNSYLVANIA StAtE UNIVERSItY OF FLORIDA UNIVERSItY OF WISCONSIN UNIVERSItY OF ILLINOIS .TAMPA NEw YORK UNIVERSItY INDIANA UNIVERSItY UNIVERSItY OF ARIZONA UNIVERSItY OF CALIFORNIA .com/ tongue. with boys gravitating toward gaming magazines and girls preferring magazines featuring celebrities. effectively generating a high yield. ordered by enrollment Media Strategy and Integration UNIVERSItY OF MINNESOtA OHIO StAtE UNIVERSItY OF TEXAS . PRINt MAGAZINES Selection: Entertainment and gaming magazines targeted to Dynamics Timeline: all year.LA UNIVERSItY OF WASHINGtON RUtGERS UNIVERSItY UNIVERSItY OF MARYLAND WAYNE StAtE UNIVERSItY UNIVERSItY OF HOUStON FLORIDA StAtE UNIVERSItY OF GEORGIA TARGEtED E-MAILS Selections: Users of MyCoke.com and MyCokeRewards. Mailing Lists from Guerilla Events Timeline: One e-mail per quarter Rationale: Targeted e-mails provide new branding opportunities to better connect with current customers. 2004 ENROLLMENt RANKING 28 BPS MEDIA. we can effectively reach key segments within the target.cOM/ ARtIcLE.URbANA UNIVERSItY OF MICHIGAN PURDUE UNIVERSItY UNIVERSItY OF SOUtH FLORIDA .

hightraffic areas around campus.Y2M. NEWSPAPERS Selection: Top 25 Dynamics College Campuses Timeline: Academic Year Rationale: Campus newspapers are often students’ main source for campus news. placed in highly-visible. hightraffic areas in malls. 29 Y2M MEDIA AND MARKEtING GROUP. By supplying the content of the newspaper puzzle section.OUt OF HOME GUERILLA Selections: Top 25 Dynamics Cities and College Campuses Timeline: 2 days spans in January. May. will be rolled out in the summer to introduce the campaign during a time when the target is away from school and has more free time. such as the student center and food court. cOM/RESEARch/FILES/READERShIPSURVEY06. WWW. The guerilla events take place in malls in the top cities and on the sidewalks of the top campuses. MEDIA RAtIONALE INtERActIVE MALL DISPLAYS Selections: Top 25 Dynamic Cities Timeline: May through September Rationale: These interactive floor projections. street art sticker ads provide a unique way of generating word of mouth in a cost effective manner. StREEt ARt Selections: Top 25 Dynamic College Campuses Timeline: Two weeks prior to Guerilla campaign Rationale: To prepare campuses for the arrival of our guerilla campaign. The ads will be placed in highly-visible.PDF 25 Media Strategy and Integration . we will reach a large percentage of college students in a unique and cost-effective manner. and September Rationale: The guerilla aspect of this campaign aims to generate word of mouth among the target through a unique execution. with 44% of undergraduates reading them 2+ times 29 per week.

Coca-Cola will still have a presence in this medium as a part of its overall strategy. 30 AccORDING tO A 2005 MOVIE AttENDANcE StUDY bY MPA WORLDWIDE MARKEt RESEARch AND ANALYSIS 31 CLEAR ChANNEL OUtDOOR. it is also difficult to create an interactive experience. active (more cost effecive) experience. Given the limitations of the broadcast. httP://cLEARchANNELOUtDOOR. your money is better spent on media that offers a more immersive. movie theater and street art as more targeted. The ads reinforce the early brand messages from other media channels in an urban environment. Below are media that we considered in our research efforts. TRANSPORtAtION Selection: Top 10 Cities Timeline: February .30 Theater ads placed before appropriate films reach the target in a non-multitasking environment with focus completely on the screen. immersive.31 CONSIDERED bUt NOt REcOMMENDED Media Strategy and Integration With a budget of only $17 million and the need to balance the media plan to fit the multi-tasking. interactive approaches to reach Dynamics. including the American Idol sponsorship and traditional Holiday commercials.cOM/PRODUctS/bUS_tRANSIt. MEDIA RAtIONALE ADS ShOWN PRIOR tO FEAtURE FILMS Selections: Top 25 Dynamic Cities Timeline: Summer and Holidays Rationale: Young adults make up more than half of the movie-going audience and are more likely to attend movies at least once a month than older adults. BILLbOARDS Given the busy lifestyles of Dynamics and their geographic distribution. it is impossible to purchase space on every media channel. multi-channel usage patterns of Dynamics. generating high recall. billboards are easily ignored and are not highly targeted.htM TELEVISION Given the short attention spans and technical proficiency of Dynamics.March Rationale: Our bus ads focus on specific routes that pass through areas with high population densities of Dynamics.OUtDOORS cONt. 26 . but ultimately decided not to recommend: RADIO The radio is filled with clutter. attracting many advertising dollars to this inexpensive medium. reducing the media’s effectiveness. We chose to use mall.

Promotion T-Shirts Guerilla Tongue Expression Guide Save The Polar Bears Partnership & Promotion B UDGEt Production Total Budget Crossword Puzzle Maker Website Redesign Other Evaluation Production Media Strategy and Integration Media Buys Promotion Media Buys Search Marketing Banner/Video Ads Mall/Movie Theater Interactive Displays Transportation Movie Theater 27 .

TX Alamodome – San Antonio. Rationale: Games are an extremely effective medium for reaching the target. NC US Airways Center – Phoenix. TX WOMEN’S 2008 DIVISION 1 BASKEtbALL Greensborough Colloseum – Greensborough. FAcEbOOK WII GIVEAWAY Objective: Take advantage of viral trends in social networking to raise awareness of the campaign. Execution: Set up booths where spectators can try out the Nintendo Wii.AZ Ford Field – Detroit. By requiring participants to change their profile photos. Rationale: While promoting the Wii. NC New Orelans Arena – Louisiana Ford Center – Oklahoma City Spokane Veterans Memorial – Spokane. WII DEMOS At SPORtING EVENtS Objective: Increase brand health through more active sponsorship. Locations: MEN’S 2008 DIVISION 1 BASKEtbALL Charlotte Bobcats Arena – Charlotte. a game console that offers a more social and physically interactive gaming experience. We are targeting Coca-Cola-sponsored regional NCAA basketball championships. WA Media Strategy and Integration 28 Coke Catching Under Pressure . Minigames provide an opportunity to strengthen campaign images while maximizing the reach of the branding effort. MI Reliant Statdium – Houston.C OOPERAtIVE PARtNERShIP NINtENDO WII PARtNERShIP We propose a strategic partnership with The Nintendo Corporation’s Wii brand to improve the market position of both brands. Entrants are required to stick out their tongue on their profile pictures and to join to group in order to be considered. Execution: Create a sponsored group on facebook. COcA-COLA MINIGAMES Objective: To increase campaign awareness and brand health using an alternative medium. Rationale: This method of promotion is a more aggressive way to reach the target at sporting events. Our target market and brand values align with those of the Wii. this execution strengthens campaign awareness using the social networking medium. Execution: Provide several Coca-Cola-themed minigames with new Wii consoles. we expose their friends to the campaign.com to announce a giveaway of ten Nintendo Wiis to eligible participants.

we will carry out extensive evaluation and testing. Creative copy testing 29 Evaluation . strategy and execution. We take your investment in our campaign seriously and will utilize these evaluation procedures to reach our goals more effectively. the campaign is not perfect. E VALUAtION ONGOING QUANtItAtIVE: Observational methods via online games. such as the use of Internet cookies to identify web users Urchin Analytics web server traffic data Conversions from search placement ads and targeted e-mails QUALItAtIVE: Online message boards Feedback from contact link on site Response to guerrilla campaign Media coverage of the campaign PERIODIc QUANtItAtIVE: An online survey placed on www. To ensure effectiveness of your marketing dollars. The evaluation will consist of both ongoing and periodic elements to constantly gauge the market’s response to the campaign.coca-cola.The integrated marketing campaign we have just presented is aimed at accomplishing the campaign goals: increasing both consumption and brand health by three percentage points each. throughout the year-long campaign. Focus groups of target members. While it has been designed with the utmost attention to detail in research.com Surveys distributed at guerilla events QUALItAtIVE: Usability testing of website Interviews conducted via telephone and in person where promotions and public relations take place.

We look forward to being able to serve The Coca-Cola Company with our unique solution to the current market situation. The tongue. non-traditional media coupled with a a focus on technology to capture the minds and tastes of the active. focus groups. Our campaign utilizes cutting-edge. connected Dynamics. at 13-24 years old. Evaluation 30 . the company has an opportunity to capture the attention of a new group: the Dynamics. In spite of health concerns pervading public opinion about soda. busy and connected lifestyles. an aging loyal customer base. Coca-Cola Classic is the ice-cold taste that refreshes life by providing a physical and emotional uplift. uninhibited gesture of happiness inherent in a Coca-Cola Classic. interviews and secondary research CONcLUSION Dynamics are 13-24 year old nonloyal beverage drinkers seeking convenience in their active.” serves as the youthful. and new limits of marketing to children. To Dynamics. has yet to make up its mind as to its soft drink brand loyalty and for whom health has more of a cosmetic than medical nature.1200 Surveys. Coca-Cola Classic stands on the edge of a crisis. Capturing the market share of these Dynamics will not be easy. the gateway to taste and the “Coke Side of Life. They are a target who.

in dynamic ideas that adapt to our constantly changing world. We believe in finding great solutions to even greater problems. We believe in being out of the ordinary. in simplicity. Jason Kahn Executive Director Karla Diaz Account Director Lynn Chung Creative Director Illana Fried Account Jonathan Kim Account Kathleen Kim Account & Media Lynn Chen Account & Media Larissa Hayden Creative Mariam Shahab Creative Zeny Huang Creative Da-Hae Oh Creative Dmitriy Karfagenskiy Creative Evaluation Caitlin Supka Creative 31 . We believe in combining function and emotion. Because we do what we love.COMave AcKNOWLEDGEMENtS Krystina Baldwin Diana Freedman Elizabeth Fong Brendan Marrese SPEcIAL ThANKS TO: Professor John Verret Professor Geoffrey Klapisch Professor Julie Beck Professor Carolyn Clark Professor Tom Fauls Professor Susan Parenio Professor Richard Perreault Professor Michael Rodriguez Professor Jay Zagorsky Dean Tobe Berkovitz Dean Kenneth Elmore Anand Chopra-McGowan Neil Dhandhukia We believe in our clients. We believe in integration. we have a good time. in creating brands with a powerful personality. And in the middle of it all.