blueprint 2

Blueprint 2.0

Presented to the Coca Cola Company

October 29, 2009

• Technology proliferation

and media fragmentation

• Architecture for ownable

media space

BLUEPRINT 1.0

•Emergence of communities

•Activation of the long tail

•Deeper consumer experiences

Blueprint 1.5

Blueprint 2.0

Better sequencing, multi-messaging

Everlasting and ongoing communications

Consumers dictate action & conversations

Socialnomicsclick to view youtube video

http://www.youtube.com/watch?v=NhPgUcjGQAw




Fluid

Adaptive

Altruistic

Harmonious

Sustainable

Introducing the Brand Beingcreating human relationships with consumers

CollaborateAct

Dialogue

Inform

Involve

Educate

RespondRelate

Connect

Share

How we design human relationships that foster brand love

Know whothe brand is

and whatit wants to be

Discover whatinspires

consumer action

Bring the brand

to life

Guide how the brand will react

Our Roadmap to Get There

ActingIdentifying Relating Responding

Tracking

Workspace Identify Relate Act Respond Track

Welcome, Janelleaccount | log off

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@rhodzy Glad you like our ad, Jonathan! Keep an eye out for it!

about 3 hours ago from CoTweet in reply to rhodzy

@AMAAtlanta Good luck to Shane Grant, although he has probably already started speaking!

about 5 hours ago from CoTweet in reply to AMAAtlanta

Recent Activity sort

Juan edited Sight, Sound and Motion

Linda commented on Responding

John added Time Spent with Media.pdf

Erin commented on Triggers

Roberto commented on Triggers

Kendra likes on Truth about Youth

2 minutes ago

40 minutes ago

3 hours ago

3 hours ago

9 hours ago

yesterday

all activity

Status

SMG

Coke Youth

Linda [email protected]

Team

Juan [email protected]

John [email protected]

Geoff [email protected]

Roberto [email protected]

Janelle [email protected]

Tags

Iconoculture

Company Finance Alert Coca-Cola Sees Positives In Mixed Third Quarter Results

Pepsi Bottling Group dips 0.3% on high volume falling for a third consecutive day, a three day fall of 1.2% October 20, 2009

FUNNY FACEProducts with the right combination of wit, machismo and efficacy are turning men’s heads in the personal grooming space

PHOODIESHow smartphones are changing the way consumers plan and shop for meals

Feeds f

Factiva

Wieden+Kennedy

Mark Jacobs [email protected] 415-412-5221

Jessica Rogers [email protected] 415-675-7788

Turner Duckworth

Waiting for Brand Manager approval

fashion autos style cities magazines

drama electronics entertainment

community service games health home medicine college movies

news people places politics science

sports states technology tv

Is a refreshing drinkIs a thirst quenching drinkIs great tastingGoes well with foodIs good for when you are having fun with friendsHas a premium qualityIs an uplifting drinkIs a soft drink that is genuine and authentic

Gives me enjoyment anytimeIs coolIs comforting and relaxingIs always doing new thingsIs for someone like youHas a real cola tasteIs for teens and young adultsIs a brand with attitude

Business Objective:Identify Relevant Extrinsic/Insights to Further Connect with YouthExpand Reach by Leveraging Strategic PropertiesFocus on Connecting in Relevant Channels Where Teens Shop

Role of Communications Reclaim Coke’s functional relevancy with teens and to create desire for the liquid. Build brand relevancy with young people (“a brand for someone like me”)

Challenges

Coke has lost its functional relevance with the influx of specialty beverages like infused waters,teas and sports drinks. Teens lack a strong affinity for the brand, which has become wallpaper to them. Misperceptions about Coke causing obesity are hurting our ability to recruit new generations.

Brand Idea Coke brings joy

Target Youth 12-17

Tonality Positive, optimistic, fun, genuine, conversational and energetic

Communications Strategy Provoke teens to desire an ice-cold Coke by re-establishing the functional and emotionalrelevance of the liquid.

Core Creative Idea Coke is the refreshing antidote to modern day woes

Relationship ID

Brand ID- Coca Cola Red Can Save Share Print



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Ariel Churi

can we copy info to another brandbeing?

Relationship GoalRelationship Goal

Establish (new brand, new target)

Protect (indifference, disengagement, alienation, category or competitive environment)

Transform (repositioning, evolution)

History

Is a refreshing drinkIs a thirst quenching drinkIs great tastingGoes well with foodIs good for when you are having fun with friendsHas a premium qualityIs an uplifting drinkIs a soft drink that is genuine and authentic

Gives me enjoyment anytimeIs coolIs comforting and relaxingIs always doing new thingsIs for someone like youHas a real cola tasteIs for teens and young adultsIs a brand with attitude

Business Objective:Identify Relevant Extrinsic/Insights to Further Connect with YouthExpand Reach by Leveraging Strategic PropertiesFocus on Connecting in Relevant Channels Where Teens Shop

Role of Communications Reclaim Coke’s functional relevancy with teens and to create desire for the liquid. Build brand relevancy with young people (“a brand for someone like me”)

Challenges

Coke has lost its functional relevance with the influx of specialty beverages like infused waters,teas and sports drinks. Teens lack a strong affinity for the brand, which has become wallpaper to them. Misperceptions about Coke causing obesity are hurting our ability to recruit new generations.

Brand Idea Coke brings joy

Target Youth 12-17

Tonality Positive, optimistic, fun, genuine, conversational and energetic

Communications Strategy Provoke teens to desire an ice-cold Coke by re-establishing the functional and emotionalrelevance of the liquid.

Core Creative Idea Coke is the refreshing antidote to modern day woes

Relationship ID

Erica 16:22 est, 21 July 2009(Reverted edits by Geoff) (undo)

Geoff 21:21 pst, 13 July 2009

(Grammar correction and text simplification) (undo)(edits to Relationship Goal) (undo)



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Syndicated Targeting Data Primary & Qualitative Research

Partner AgencyConsumer Presentations

Truth & TriggersMedia Behavior PDFs

Modeling & Analytics

Syndicated Targeting Data

Ariel Churi

Needs security

Ariel Churi

Ariel Churi November 6, 2009 11:14 AMneeds security



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0

25

50

75

10089

7061

5854

Attitudes about leisure activities (%)

I enjoy hanging out with my friendsI really enjoy spending time on the computerI love playing sportsI enjoy playing videogamesSports are a part of my social life

32% 25%

23%21%

Sports participated in in past 12 months

BasketballFootballSwimmingJogging

The Brain

Syndicated Data

Demographics

Lifestyle & Passions

Sight, Sound & Motion

Ethnic Highlights

Primary & Qualitative Research

K&I Presentations (pdfs)

Agency Presentations

Focus Group Reports

Social Media Listening

Modeling and Analytics

K&I Mix Modeling

CEM Analysis

Other Analysis

Truth and Triggers

Truth

Triggers

Lifestyle & Passions Share PrintSave

Ariel Churi

Ariel Churi November 6, 2009 11:14 AMjust a repository for files



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Truth about Youth - Pressed for Access Share PrintSave

I Love My friends

Music

My cellphone

Showing off

Texting freedom

Hanging Out

Technology

Movies

Feeling young at heart

Feeling needed

Technology

I Enjoy Going online

Going to school

A challenge

Going to the mall

Being included

Creating my own style

Exploring online

Sharing with my friends

Spending time with my family

Sports

Technology

I Believe In me

Friends make my life better

Popularity matters

Friendships are a 24/7 responsibility

I can acheive anything I want in life

Membership has its privledges

I can overcome most obstacles

In giving back

In having direction

My opinion matters

Everything will work out in the end

I Want Have Fun

Social Currency

Be known

Be stylish

Escape boredom

Access to more things

Be within reach of my friends always

Stay connected

Try new things

Be respected by my peers

Be empowered

The Brain

Syndicated Data

Demographics

Lifestyle & Passions

Sight, Sound & Motion

Ethnic Highlights

Primary & Qualitative Research

K&I Presentations (pdfs)

Agency Presentations

Focus Group Reports

Social Media Listening

Modeling and Analytics

K&I Mix Modeling

CEM Analysis

Other Analysis

Truth and Triggers

Truth

Triggers



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Entertaining Weindulge in stimulating experiences

14 10 0

Opening Doorsaccess and exposure to success and fame

6 6 0

Linking Increate ways to connect, share and showcase

21 11 3

Triggers that Inspire Action



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Entertaining Weindulge in stimulating experiences

14 10 0

Opening Doorsaccess and exposure to success and fame

6 6 0

Linking Increate ways to connect, share and showcase

21 11 3

Mark Yesterday 6:00pm est

Facebook or MySpace?

Kendra Today 3:50pm est

I love this one. I think it is super important we focus on connections.

Geoff Today 5:00am pst

This is interesting. Could we do something on facebook?

email (put commas between email


And give youth highly visible sharing platforms.

Add a Comment

Comments

Triggers that Inspire Action

Trigger Matrix Save Share Print

INTERESTHow can the brand catch my

attention?

INVOLVEHow can the brand connect me to

my passions?

PURSUEHow can the brand interact with

me as I seek out and act upon my passions?

New content and experiences that provide social currency Ways to share and showcase

myself to my friends

Deeper connections through enhanced functionality or

experiences


searchWorkspace Identify Relate Respond TrackAct

Opening Doors Entertaining WeLinking In

Ariel Churi

Ariel Churi November 9, 2009 12:23 PM


Cool. I see that Facebook is a consideration.

Kendra Today 3:50pm est

Did you consider retail or food service channels that make sense?

email (put commas between email addresses)

Juan Yesterday 6:00pm est

Brand was talking about a McDonald’s program

Janelle Today 3:50pm est

We talked about it any ideas?

Add a Comment

Comments (4)

New content and experiences that provide social currency Ways to share and showcase

myself to my friends

Deeper connections through enhanced functionality or

experiences

Add a commentor like this comment

Subscribe to this thread on your dashboard or

any RSS reader


searchWorkspace Identify Relate Respond TrackAct


Brand Response Diagram

Consumer Response

Brand Reaction Welcome and provide more

Join

Reward

Entertainment

Experiences

People

Facilitate and Enhance

Share

Social Media Apps

Visible Platforms

Try Again?

Ignore

No ActionDisassociateShowcase / Spotlight

Evolve

Cease and DesistRecruit/EncourageUGC

Give Credit

Disparage

Cease and Desist


searchWorkspace Identify Relate Act TrackRespond


Create ways to connect, share & showcase

Ariel Churi

cycle of breadcrumb

Road Map

The Role of the Consumer

Approved Plan Tactics

Triggers

Conversation Starters Conversation Starters Conversation Starters

Response Tracker

Create ways to connect, share and showcase

Indulge in stimulatingexperiences

Demonstrate how to achieve success Access ways to earn life-changing

experiences

Linking In Entertaining WeOpening Doors

JoinJoinAccept Follow

Comedy, Gossip, Movies, GamingPop CultureFame Access Showbiz

MTV Movie Awards Coke Insider SearchBET My Formula Video Upload ContestUnivision Viva El Sueno Destapa Tu Sueno

MySpace Destination Page

Premios Juventud Secretos

Sounds of Buzz Destination

Did Not Activate



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Dynamic Relationship Management

Road Map

The Role of the Consumer

SuccessMetrics

Approved Plan Tactics

Conversation Starters Conversation Starters Conversation Starters

Determine if Relationship Goals Were Met

Record a Consumer Interaction

showcase experiencesAccess ways to earn life-changing

experiences

Sustain Revise NA

Monitoring for Consumer Response: Volume, Tonality, Sentiment & Topics, Click Thrus & Video Views

JoinJoinAccept Follow

Comedy, Gossip, Movies, GamingPop CultureFame Access Showbiz

MTV Movie Awards Coke Insider SearchBET My Formula Video Upload ContestUnivision Viva El Sueno Destapa Tu Sueno

MySpace Destination Page

Premios Juventud Secretos

Sounds of Buzz Destination

Did Not Activate



search

Ariel Churi

Ariel Churi November 6, 2009 11:18 AMthere could be check-ins over time.

SuccessMetrics Determine if Relationship Goals Were Met

Record a Consumer Interaction

Title

Description

facebook autos sports games

drama electronics entertainment

Tags

Other

Consumer Response

Share

Brand Reaction

Facilitate and Enhance

Note

Submit

Jan 3, 2010 - Sept 9, 2010

Sustain Revise NA



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Blueprint 2.0

What’s New

Contemporary Approach: Action & Response

IMC Facilitation: Collaboration

Social Media Preparedness: Strategy & Relationship Management

Increased E!ciency: Centralized storage, Organization & Planning

Greater Accountability: Alignment with Human Relationships

Fluid

Adaptive

Altruistic

Harmonious

Sustainable

Introducing the Brand Beingcreating human relationships with consumers