Agenda

• Brand Background
• Digital Competitor scan
• Audience Analysis
• Previous background
• Idea
• Prehype
• Execution
• Insights
• KPI
• Conclusion
 Brand Background
• Coca Cola is one of the largest beverage producing company.

• The Coca Cola Company is the world’s leading manufacturer, marketer and
distributor of non-alcoholic beverages, concentrates and syrups.

• Roar is the new energy drink claimed to completely organic. The product aims to
engage and capture the attitude of its consumer audience through innovative
packaging and unique taste. The product is introduced by Coca Cola Pakistan.
 Digital Competitor Scan
• Mountain Dew has been at the forefront of bringing new avenues and experiences
for adventure seekers in Pakistan.

• One of the most exciting events of the year, Mountain Dew has set the stage for yet
another adventure for Dew lovers.

• On October 3, 2018, Mountain Dew announced the launch of its first ever gaming
platform in collaboration with the internationally leading gaming giant, ESL
 Audience Analysis
• The finding in our study for the product discloses the perception of consumers in
the metropolitan locality.

• The finding shares the analytics based on public opinion and their preferences.

• It has been found that due to the recent inception of this product.

• It is currently not considered as popular as its competitor 'Sting'.

• For those who know about it, their preferences are not in favor of our product.
 Previous Background

• The general public perception to this particular product is naive and

unpopular. The causes/reasons are as under:
 
1. TVC airing of the product is limited hence the product is unknown to
many.
 
2. The Pakistani local beverage market is highly inspired by Pepsi Co
products and are highly demanding. There are various reasons to that
too.
 
3. The reason behind ineffectiveness of the product revolves around its
unpopularity and its recent inception which is the starting of this year.
 Big Idea
• The idea around which our whole campaign is
going to revolve is “Be You.”
• It means fearless and the king of jungle.
• The lion is always the king no matter how
many animals dislike, you still have to obey
the rules of the king, and how is that going to
happen, only if you’re just yourself.
 Pre-Hype
• Massive promotion of the event is going to be
done on social platforms with taglines such as
be confident, be you to attract the people and
visit our setups at different malls.
• Main areas of promotions are going to be
Facebook and Youtube.
• Snapchat filters are going to be added with
lion faces to create awareness and hype.
 Execution
• We are going start a talent hunt program with
candidates showing their talents.
• Roar is going to have their setups installed at
different malls inviting candidates for
selection.
• The selection is going to be based on a game
before which each applicant is going to be
given a roar drink complementary.
 Insight
• Statistics showed majorly that the engage
audience is from a young age.
• The age statistic is from 17 to 32 years.
However the mean average is 24.
• The consumer are inspired by its innovative
packing and logo designing.
 Key Performance Indicator
 
• Target marketing
• Cookies based preferences
• Short surveys/questioners
• Ad insights