coke side of life
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coke startergiesTRANSCRIPT
01
In 1885, Dr. John Pemberton introduced Coca-Cola as a new beverage that could cure headaches and sold it out of his Atlanta pharmacy. Since then, Coca-Cola has exploded out of Pemberton’s pharmacy and into shops, supermarkets and restaurants in more than 200 countries. Coca-Cola’s refreshing, classic image has earned the soft drink its reputation as an American staple with an enormous following of brand loyal customers. However, the increased demand for energy drinks paired with a health-obsessed cultural trend has increasingly cut into Coca-Cola’s market share.
The Stalwart Group has conducted detailed research in order to effectively acquire insight into the lives of our target market – youth. This research allowed our agency to create an integrated marketing communications campaign that will increase both the consumption and the brand health of Coca-Cola Classic by at least three percentage points.
The Stalwart Group will position Coca-Cola as a healthy choice in the carbonated soft drink market – not in a physical sense, but on a deeper level. We will make a personal connection with the target market by showing that Coca-Cola promotes a positive and fulfilling lifestyle. The Stalwart Group identified common struggles in the lives of today’s youth and will reposition Coca-Cola as the unifying element in this diverse youth culture. Coca-Cola will encourage individuality, expression, realism and self-worth as the solution to the increasingly distorted and mixed messages that media presents to today’s youth. Our campaign will positively change this generation’s perception of their world, and – more importantly – of themselves.
The Stalwart Group’s creative initiatives will take place over four distinct periods and will invite the target market to experience the “Coke Side of Life.” In order to effectively present our message to as many youth as possible, a significant portion of the campaign will focus on the integration of television and Web-based advertising. The Stalwart Group will also use the highly trusted print medium to present the idea that Coca-Cola Classic reflects individualism and self-expression. Various promotions will continue throughout the campaign to deliver our creative strategy and solidify Coca-Cola Classic as a brand that represents today’s youth ideology.
The Stalwart Group’s integrated and interactive campaign will position Coca-Cola as a beverage that appeals to youth by counteracting the recent cultural disconnect it is experiencing. Today’s youth is different than any other generation. It is made up of multi-cultural individuals who have a better understanding of the world around them than any previous generation. The Stalwart Group believes that it is time for youth to know that “cool” doesn’t mean planning a multi-million-dollar sweet sixteen party or pushing the limits of sports to the extreme. Cool is the individual. Cool is Classic.
01 Marketing Research
07 Creative Strategy
11 First Period
19 Second Period
23 Third Period
27 Fourth Period
29 Campaign Overview
Executive Summary
Where Coca-Cola Classic BeganThe first version of Coca-Cola Classic was introduced in 1885 but emerged with many faces and recipes before 1892 when it became the Coca-Cola Classic we know today. The beverage established its roots as a popular drink at soda fountains across the country and later found its way into bottles in 1894 and cans in 1955. • A Classic beverage that has been around for over 100 years • An American staple that dates back to World War II • A timeless, refreshing feel from the beginning
Where Coca-Cola Classic Is NowAlthough Coca-Cola Classic is the No. 1 soft drink in the world, its competition is closing in rapidly. The current beverage market is pushing consumers to believe they are lacking something by adding energy supplements, vitamins and flavor bursts to their products and branding themselves as healthy and cool. The current “Coke Side of Life” portrays a feeling of optimism and living in full color. • Does not consistently refresh its Classic image; is viewed as uncool by our target market •Viewedasunhealthyduringahealthyculturaltrend;itsnewimagemustreflect a healthy lifestyle
Product Analysis02
StrengthCoca-Cola is one of the world’s most recognizable and widely sold commercial brands in more than 200 countries and cultures. Coca-Cola Classic has a high degree of identification within the United States and is considered an “American Brand.”
WeaknessYouth has not connected with the Coca-Cola campaigns designed in the last decade because Coke is perceived as old- fashioned and behind the times.
OpportunityCapitalize on cultural branding initiatives.
ThreatThe current health fad is hurting Coke’s sales.
Where Coca-Cola Classic is HeadedRather than trying to persuade the target market to believe drinking Coke is the “cool thing to do,” The Stalwart Group will position Coca-Cola Classic as a product that focuses on individualism and self-expression. Members of the target market are looking for something they can make their own, not something that is branded as cool.
Executive Summary
Traditional carbonated soft drinks
CSDs accounted for 28.3 percent of non-alcoholic beverage consumption in the United States in 2005.
In today’s market, CSDs come in a vast array of flavors, including no-calorie, caffeinated and non-caffeinated options. The more choices that exist in the CSD market, the more opportunity for a decrease in regular cola consumption.
CSDs such as Mountain Dew, Dr. Pepper and Sierra Mist have positioned themselves to specific target segments by tapping into opportunities with popular lifestyle trends, resulting in increased market share. Coca-Cola Classic’s primary competitor has been Pepsi-Cola. In contrast to Coke’s traditional, classic image, Pepsi boasts an edgy and hip profile that consistently reflects the concept of “cool.” The risk here is that “cool trends” only last so long.
While regular CSD consumption has decreased, the consumption of diet CSDs has increased. This trend reflects the current, health-conscious mindset of Americans, who want to lead “healthier” lives.
SOLUTION COCA-COLA CLASSIC WILL POSITION ITSELF AS A HEALTHY CHOICE BY PROMOTING A POSITIVE, FULFILLING LIFE.
03Competitive AnalysisKEY FACTS
• CSDs are a large part of the market but are rapidly declining in market share• Decrease in market share is due to increased alternatives • Targeting specific trends can increase market share but only while the trend is popular• Americans want to lead healthy lives
Coca-Cola Classic is not the healthiest choice nutritionally, but Coca-Cola stands for something that no other beverage can compete with – a healthy lifestyle.
Mountain Dew
Drink of Choice Survey Results (over 500 people surveyed)
Energy and sports drinks
Energy drinks promote a boost of energy along with edgy advertising and have turned into a fad. Sports drinks offer a “healthy” alternative that replenish and refuel the body better than water and are popular among athletes of all levels. These drinks are the latest trends in the beverage market.
According to beveragedigest.com, the energy drink category is led by Red Bull and ROCKSTAR, both of which have seen exponential growth in sales since 2000, without signs of slowing down. Gatorade and POWERade have shown increased success as well through celebrity athlete endorsements.
Health-conscious beverages
Coca-Cola Classic faces a growing threat from juice, milk and bottled water, which have become increasingly popular with members of a more health-conscious youth culture. Rising sales in “health drinks,” such as Vitamin Water and SoBe Life Water, have negatively affected overall CSD consumption and sales.
In 2005, milk (10.9 percent), bottled water (10.7 percent), fruit beverages (4.7 percent) and sports drinks (2.3 percent) accounted for a combined 28.6 percent of total beverage consumption.
Although these percentages are much lower than Coke’s percentages, these drink choices are increasing at a much faster rate. This trend reflects the U.S. consum-er’s shift in beverage preference from CSDs to “healthier” alternatives.
SOLUTION COCA-COLA CLASSIC WILL POSITION ITSELF AS A HEALTHY CHOICE BY PROMOTING A POSITIVE, FULFILLING LIFE.
04Competitive AnalysisKEY FACTS
• Energy drinks have tapped into trendy market ideals• Sports drinks are a successful player in the American “health” trend• Healthy beverage choices are increasing at a faster rate than Coke and other CSDs
05 Target Market ResearchCore ValuesThe target market shares common core values that make this generation different from previous ones. The Stalwart Group will implement these values in every aspect of our campaign, using them to create unification between different groups.
OverviewThe target market has been defined as multi-cultural youth ages 13-24. However, multi-cultural is not what it used to be. Our target market comes from a mixture of races, creeds, social classes and backgrounds. This generation does not differintiate between races, religions, sexual orientations or cultures as previous generations have. Youth today identifies with multiple cultures and doesn’t want to be singled out based on any aspect of their identity. Diversity is no longer something that is taught; it is a reality.
Our campaign will target multi-cultural youth by identifying common youth struggles and positioning Coca-Cola as a unifying element in a diverse youth culture.
ResearchThe Stalwart Group has conducted extensive exploratory research as well as surveys and focus groups to gain a better understanding of the youth market.
RELATED FINDINGSOur target market:• Identifies with music, video games and social networks• Is oversaturated by media• Agrees that advertising is the best way to learn about new products• Is constantly multi-tasking through: talking on cell phones, text messaging, instant messaging, listening to music, watching TV and playing video games• Views friends as part of its family• Asks a friend’s opinion before making a purchase• Is in no hurry to grow up• Experiences more stresses than previous generations• Fears being left behind• Watches a lot of TV• Wants something in return from a brand
Relationalism• Constantly socially connected via virtual media• Finds importance in building and maintaining strong relationships with friends and family• Socially establishes what is in and what is out
Realism• Not superficial about brand names• Concerned more with people’s character• Concerned with brand’s meaning• Wants something to be passionate about
Humanitarianism • Cares about something beyond themselves• Understands current global issues as well as personal issues• Increase in global merging of cultures creating a multi-cultural melting pot
06Target Market ResearchMarket SegmentationInstead of trying to identify teen segments by specific demographics, this campaign will appeal to youth with several types of attitudes, perceptions and lifestyles to give it the sense of unity it is looking for.
PRIMARY MARKET13-to-15 year olds:This segment is important to consider because it is influencing its parents’ decisions as well as its friends’ decisions. Throughout the next few years this age group will be transitioning from decision-influencers to decision-makers. Currently, they are doing what older segments are doing, buying the products they are buying and mimicking their styles and trends.
16-to-18 year olds:This older segment is making its own decisions. They are driving, which means they are going to the store on their own. stopping at gas stations, stocking up dorm rooms and buying soft drinks for social events. For the first time they feel a sense of independence and are excited to make their own branding choices.
SECONDARY MARKET21-to-24 year olds:Coke must retain those who have chosen Coke as their primary soft drink brand by this point. At the same time, Coke must make switchers out of those who have not chosen a specific soft drink brand through social events, which are a priority for this segment.
Optimism• Appreciates being entertained, engaged and empowered• Passionate about what it supports
Self-Activism• Believes in and empowers itself • Determined, ambitious and passionate about fulfilling and enjoying life• Appreciates sophistication and sensitivity
Expressionism• Defined by personal values and expression• Strives to find creative approaches to express itself• Does not want to fit in a “neat little box”
Cultural ContradictionA cultural contradiction occurs when the ideals people strive for differ from societal standards. Today, a massive cultural contradiction is occurring within our target market. Reality television has created a social disconnect among teens through the often unrealistic ideals presented in shows like “Laguna Beach.” This false representation of reality causes anxiety for youth who see themselves and their lives in a way that conflicts with messages sent by reality television.
Research conducted by The Stalwart Group shows that teens are using television, especially reality shows, as a model for their own feelings and actions. Reality television is a business that has found its niche in creating falsified, over-the-top drama. This sends the message to teens that it is okay to blend in, create drama, act selfish or obsess over material things. The social disconnect – the cultural contradiction – occurs when teens believe that reality television is an accurate depiction of real life.
07
“THE MOST POWERFUL BRANDS ARE THOSE THAT ARE ABLE TO TRANSVERSE DISRUPTIVE CULTURAL SHIFTS.”
Cultural AuthorityCompanies that address cultural contradictions position themselves for long-term success. Customers value brands primarily for their cultural authority because they can provide ideals that people use to build their identities. Brands with cultural value can use simple stories in advertising to smooth over cultural contradictions.
Cultural Branding
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“THE MOST POWERFUL BRANDS ARE THOSE THAT ARE ABLE TO TRANSVERSE DISRUPTIVE CULTURAL SHIFTS.”
Iconic Brand“The Coke Side of Life” campaign takes on the most recent cultural contradiction in the youth segment by addressing its widespread desire to be viewed as expressive individuals and alleviating anxiety created by misrepresentations in reality television. Using Holt’s theory, The Stalwart Group will position Coca-Cola Classic – an already iconic brand – as a product that accepts and promotes individuality, expression and realism as the solution to the false representation of truth in reality television.
The truth is, you are often a product of your environment – a combination of everything you surround yourself with. Our target market is slowly accepting what reality television portrays as genuine. From make-up to friendships, teenagers keep everything very near to the surface – just in case a new trend or belief comes along and changes what is considered “cool.”
Individuality lies underneath the surface and is not invited by society to shine through. The Stalwart Group’s integrated marketing communications campaign will break through reality television’s chokehold on today’s youth by addressing and resolving the cultural contradiction that youth experiences on a daily basis.
Douglas Holt, a marketing professor at Oxford University’s Saïd Business School who applies a socio-cultural lens to key issues involving branding, advertising and consumption.
Cultural Branding
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09The Coke Side of Life Campaign
TONEEscape.Our target market is constantly experiencing stressful situations. Coca-Cola Classic’s new campaign provides an optimistic alternative.
Unity.Coca-Cola Classic understands that youth is looking for acceptance and yearns to be part of a group. The new campaign will position Coca-Cola Classic as something that unifies our target market and gives it an opportunity to connect with its generation.
Feel good.Members of our target market want to feel good about themselves and they want a brand that represents who they are. Coca-Cola Classic will be positioned as a brand that encourages and appreciates their ideals.
The Big IdeaThe Stalwart Group found that a social disconnect exists among teens, as they are constantly exposed to media messages that do not promote the belief in or acceptance of their own individuality. The 2008 “Coke Side of Life” campaign will change this generation’s perception of their world and – more importantly – of themselves.
OUR CAMPAIGN WILL• PROMOTE A HEALTHY LIFESTYLE• FOCUS ON INDIVIDUALISM AND SELF-EXPRESSION• SOLVE CULTURAL DISCONNECT• CREATE AN EMOTIONAL CONNECTION• ALLOW TARGET MARKET TO ESTABLISH WHAT IS COOL• REFRESH THE MEANING OF CLASSIC
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The BreakdownThe Stalwart Group’s creative strategy is a four-period initiative that invites youth to experience the Coke Side of Life: from Coke, which shows the target market the value of individuality and self-expression, to the hands of the target market, who is ready and willing to show off its own “Coke Side of Life.”
Our television initiative speaks to the target market in its own language through reality-based commercials. The commercials will feature youth sharing real-life problems while accepting that life moves on.
The print campaign invites youth to search for true happiness, which then becomes the basis for a positive attitude.
Promotions allow Coke to show youth the fun, positive side of the beverage while inviting youth to show their own “Coke Side of Life.” Internet initiatives give back to brand-loyal customers and create an avenue for the target market to interact with Coca-Cola.
The campaign comes full circle when the target market’s creativity bursts with individuality and self-expression – the focal point of the campaign.
The Coke Side of Life Campaign
non-traditional
packaging
television
promotions
public relations
internet
video games
• Intimate Portraits
• Intimate Portrait Fold-Aways
• Web site Renovation • Social Networks
• Battle of the Bands• Community Service
FIRST PERIOD
• College Radio • Coke Rewards Card
• Product Placement
• Bathrooms• Grocery Stores
JAN FEB MAR APR11
How it works
• 30-second Intimate Portraits appear on television
• 1-minute webisodes appear on coca-cola.com
• Introduce the “Show Us Your Coke Side of Life” contest
The Stalwart Group will provide distinct advertising opportunities for Coca-Cola Classic by focusing a large part of its campaign on the integration of television and Web-based advertising. Eye-catching television commercials will grab consumers’ attention while a parallel Internet campaign will complement the broadcast objectives.
The concept for the television ads is titled Intimate Portraits. The commercials begin in black and white and slowly transition into full color as the main character gives the viewer a glimpse into his or her life via a 30-second confessional. During the confessional, the main character casually drinks a Coke – though the focus is on the individual and not the beverage.
In the first period, Portraits will appear on television – each one depicting a different facet of the target market. Each commercial will showcase a main character talking about his or her everyday life and problems while doing a casual activity.
In conjunction with our television initiative, The Stalwart Group will incorporate Intimate Portraits in to the Internet and promotions. One-minute webisodes will appear on coca-cola.com and show the activities and events depicted in the television confessionals.
Consumers will also be given the chance to show their own Intimate Portrait by entering the “Show Us Your Coke Side of Life” contest. At the end of the Portrait television ads, following the “Coke Side of Life” tagline and Coca-Cola Classic logo, viewers will be prompted to log on to coca-cola.com for contest information and rules. In this contest, members of the target market are encouraged to submit a 30-45 second video depicting their own “Coke Side of Life.” Coca-Cola will choose the top video submissions halfway through the second period and produce Portrait ads of each winner to be aired on television during the third period.
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Why it worksThe Intimate Portrait initiative will appeal to our target market in a vast number of demographics. This is important because members of the target market no longer see themselves as belonging to one group or clique. The ads will show different characters talking about issues, problem and activities that members of our target market will readily relate to. Today’s teens are expressive and individualistic and aspire to do things that set them apart. The black and white-to-color motif suggests the combination of doing what you love, remaining an individual and drinking a Coke brings color to your life.
Members of our target market are multi-taskers and are constantly connected via the phone, text messaging and the Internet. Members of our target market spend more time on the Internet than they do watching television, although they often do both simultaneously. By placing webisodes on the Internet, the target market is exposed to the same message through more than one medium and is constantly connected to the “Coke Side of Life.”
Additionally, the prompts (at the end of the commercials) that direct viewers to the Web site for “Coke Side of Life” contest information will increase traffic to coca-cola.com as well as provide easy access to contest details.
Intimate Portraits
“I’ve been dating my boyfriend for about 10 months, then last week he broke up with me because he met someone else.”
- Fade to color as she drinks Coca-Cola
“But tonight is girl’s night out.” - Looks at camera - Music (“Black Betty” - Ram Jam) bursts
- Coke Side of Life color explosion
APR
non-traditional
packaging
television
promotions
public relations
internet
video games
Intimate Portrait Fold-Aways13
Our target market is visually stimulated by print advertisements, and magazines are the most trusted advertising medium. These Intimate Portraits are designed to show the positive “Coke Side of Life” through simple everyday victories that reflect individualism and self-expression.
How it works These ads will be three-fold spreads. The first image will be a black and white photo of a disappointed, angry or embarrassed boy or girl accompanied by a personal quote about something negative in his or her life. The ad changes by opening two folds that split the page vertically – revealing the same teen with a happy expression. The negative quote is replaced with a positive alternative and splashes of vivid color. The Coca-Cola Classic logo and tagline will be placed on the right, inside flap.
Why it works The interactive ads will draw consumers to the brand’s message. These ads approach the target market in a realistic way that subtly grabs their attention. The ads deliver “The Coke Side of Life” message in a confident and positive way.
Web site Renovations14
The Coke ShowHow it worksThe Coke Show is an interactive Web site that allows users to post home videos in various categories. However, participation has been minimal largely due to the site itself being confusing and difficult to navigate. The Stalwart Group recommends that the site undergo the following changes in format – add a larger, more visible MyCokeRewards.com link and modify navigation buttons to make them more visible.
Why it worksCoca-cola.com is the highest-searched URL of any Coke Web site. By making the site easier to navigate, users will spend more time on the site viewing and sharing videos, and exit and bounce rates will decrease.
NEW LINKBy making the link to My Coke Rewards more visible on coca-cola.com, The Stalwart Group will increase the number of people who visit and register with the Rewards site. Increasing this member base will result in an increase in product purchases. The concept is simple: Drink more Coke – get more stuff!
www.coca-cola.com
non-traditional
packaging
television
promotions
public relations
internet
video games
My Coke Rewards15
Coke Rewards CardThe Coke Rewards Card will be another great way for Coke to give back to its most loyal customers. Cardholders will be able to choose their card design and use it to get free Coca-Cola Classic soft drinks.
How it worksMembers of our target market can get a Coke Rewards Card online as well as at Coca-Cola Classic promotional events. In order to receive a card, applicants will provide Coca-Cola with brief demographic information. Card applicants will be able to choose from a variety of card designs to find one that best suits their likes and personality. Cards will have microchips in them, allowing vending machines to read the cards and keep track of Coke purchases through their microchip readers. After nine Coke vending machine purchases, the 10th will be free. Microchip readers can be put on existing vending machines and will be available on all new machines.
Why it worksThe information provided by the card applicants will allow Coca-Cola to mail Coke Rewards prize catalogues to cardholders and provide Coca-Cola with marketing research about the success of the campaign each time a card is used. By allowing cardholders to choose their card style, our target market will be able to express their individuality through Coca-Cola Classic.
MyCokeRewards.comMy Coke Rewards is a customer loyalty program that allows Coke drinkers to turn codes printed under bottle caps into prizes. MyCokeRewards.com is the most effective way for Coke to build rapport with its consumers. But, the rewards program on coca-cola.com is virtually invisible at this point.
How it worksWhen Web users visit coca-cola.com, they are exposed to The Coke Show main page, where the My Coke Rewards link is in a small box on the bottom right side of the screen. By making this link significantly larger and moving it to the left side of the screen, it will be set apart from the other Coca-Cola links. The My Coke Rewards link will become more noticeable and a more effective promotional tool for the company. The Stalwart Group’s primary Internet objective is to increase the number of registered customers on MyCokeRewards.com.
Why it worksMy Coke Rewards is a significant factor in the increase of Coca-Cola’s customer loyalty because it combines a consumer action (buying a Coke) with a program that rewards customers for making that purchase. By increasing loyalty, we can increase consumption, which in turn has a positive influence on brand health. This program allows members of our target market to get great prizes – from iPods to vacations – simply by drinking more Coca-Cola Classic.
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Facebook.comSocial Networks
Myspace.comHow it worksSimilar to the Facebook.com concept, Coca-Cola will create a MySpace.com account and ask members, who fall in to the target market, to join. In addition to posted videos and comments, Coca-Cola’s MySpace.com page will offer wallpaper downloads for members to use on their own page. Wallpaper options will be similar to the colorful print ads running throughout the campaign.
Why they workIn 2006, social networking sites saw a 47% increase in the number of registered members. Creating the Facebook.com group gives Coca-Cola the opportunity to direct members to its official Web site for updates on events and product information. Like Facebook.com, MySpace.com is a rapidly growing online social network; last year, it saw a 367% increase in the number of registered users and had 23 billion page views. The wallpaper option on MySpace.com is a fun way for youth to feel connected to the product and compel their social network to check out the Coke site as well.
How it worksCoca-Cola will create a Facebook.com group in which members can submit and view videos from the “Show Us Your Coke Side of Life” contest. Once a week, Coca-Cola will send Facebook.com messages and news feeds to the group’s members reminding them to check out new videos posted on the group’s page.
Online PressroomHow it worksThe Coca-Cola online pressroom will provide reporters and media outlets with positive press content for Coke. It consists of an online press kit including company fact sheets, product fact sheets, a calendar of events, tip sheets, contest information, photos and photo opportunities, press releases, relevant quotes and contact information. The site is limited to journalists and not intended for the general public. Daily or weekly updates will be sent to each media outlet via e-mail so they know when to check the site for new information.
SOCIAL MEDIA PRESS RELEASE / STORYLINE SYNDICATORThe social media press release is the newest format, taking the place of the traditional press release format. Because it is in PDF format, it can be easily downloaded. When sent in bulk, many social media press releases tend to look like spam, but by using a storyline syndicator, non-targeted markets can be eliminated. Aside from the media outlets that Coca-Cola pre-selected, other media contacts can seek approval for access.
PeRSONALIzeD eMAIL UPDATeS AND PITCHeSResearching media outlets that reach the target market, as well as individual reporters within these outlets, will help personalize pitches and e-mail updates. The subject lines will be direct and will include the name of the media outlet and the specific reporter it’s being sent to, keeping positive press on a personal level.
Why it worksCoca-Cola will develop and maintain a friendly relationship not only with the target market, but with the media as well. The online pressroom and personalized e-mail updates respect deadlines and localized interests, in turn creating more media interest in our company and the campaign.
non-traditional
packaging
television
promotions
public relations
internet
video games
First Period Initiatives17
Battle of the Bands and Concert TourAt 10 major colleges and universities, Coca-Cola will sponsor a Battle of the Bands and concert weekend. Boasting an alcohol- and drug-free environment, the event will be open to everyone in our target market.
How it worksOn Friday afternoon, local bands will enter Coke’s Battle of the Bands competition. Coca-Cola judges will choose one winner from each battle, and that band will open for a popular music act on Saturday. College radio stations will help promote these events because students, along with surrounding communities, tune in to college radio for news on upcoming local events.
Why it worksIndependent music makes up 28% of current CD sales and 30% of Internet downloads. Appreciation for independent music is a growing trend among the target market. The Battle of the Bands event will provide an opportunity for our target market to get noticed. Winners are recognized through the opportunity to open for a major artist, and those that don’t win will also be recognized by being able to perform for their peers.
Community Service InitiativeHow it worksAs a part of the “Show Us Your Coke Side of Life” contest, participants can send in a video presentation of a service trip they would like to take. They will need to include information about where they want to go, what they are going to do there, why they want to take the trip and what they hope to learn from it. The best entry will win an all-expenses paid trip for their group to their service destination.
Why it worksBecause our target market is one of the most philanthropic and service-oriented groups, this contest will appeal to their desire to do good things. By entering this contest, they will be able to share an idea about how they want to help others and express it in a creative manner through a video entry.
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Product Placement in Video Games How it worksCoca-Cola Classic will utilize discrete product placement advertising in video games. For example, in a sports game, Coca-Cola ads can be placed in arenas, on billboards or on clothing.
Why it worksFifteen percent of media intake for teenage males comes from video games. Three-quarters of households with a male between the ages of 8 and 34 own a video game system and more than 70 percent of 18-to-34 year olds are gamers. Also, young males spend approximately 12.5 hours a week playing video games.
Mirror StickersHow it works Stickers on bathroom mirrors, similar to the one shown on the left, create the illusion that the person looking in the mirror is drinking the Coke. The stickers will be placed in theme park bathrooms, and will invite clever picture-taking and show the fun attitude of Coca-Cola.
Why it worksSince 2005, theme parks admission rates have increased and parks consistently rank in the top 10 on youth hangout lists. Interactive advertisements create a connection to the product and message, and placing these ads at a place where Coke can be purchased will increase sales.
Conveyer Belt AdsHow it worksCoca-Cola advertisements will be displayed on conveyor belts in grocery store check-out aisles around the country.
Why it works70% of purchase decisions are made in-store, and these ads will be the last thing customers see before purchasing their items. The ads will spark a last-minute point-of-sale at checkout coolers and will encourage customers to check out what Coke Rewards has to offer.
STICKER
MIRROR
non-traditional
packaging
television
promotions
public relations
internet
video games
MAY JUN JUL AUGSECOND PERIOD
• Intimate Portraits
• Tear-Away Bottle with Coke Rewards
• Summer in the City• Mobile Beach Party
• Coke Rewards Inserts• Tournaments
• Tear-Away Bottle with Coke Rewards
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How it works- New Portraits appear on television- New webisodes appear on coca-cola.com- First period Portraits and webisodes move into video archives on coca-cola.com - “Show Us Your Coke Side of Life” contest winners selected and production begins on new Portraits
In the second period, The Stalwart Group will continue its television initiative by introducing new Intimate Portraits involving different characters. As in the first period, supplemental webisodes will appear on coca-cola.com to show a more in-depth look into the television commercials. The first period Portraits and webisodes will be moved into a video archive on coca-cola.com, easily accessible to Web-surfers.
Midway through the second period, winners will be selected from the “Show Us Your Coke Side of Life” contest and production will begin on their own television Portraits.
Why it worksBy extending our Portrait initiative through the second period, The Stalwart Group will increase its rapport with youth who identify with the commercials. The continued exposure to the confessionals will establish Coca-Cola Classic as a beverage that is closely associated with the lives and issues of our target market.
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Reward Yourself Print Ads and Video Game InsertsHow it worksReward Yourself print ads are an interactive way to capture magazine readers’ attention. To advertise to video gamers as well, Coca-Cola will place Reward Yourself ad inserts inside video game cases. The ads will work in the same way as the Reward Yourself labels do, with an interactive peel-away label that exposes the original Coca-Cola Classic label.
Why it worksThese ads are a promotional tool for the “Reward Yourself” bottle. The ads give back to the consumer, and both mediums receive, on average, more than one viewing, increasing the ads’ exposure.
AUGReward Yourself
Reward Yourself LabelsCoca-Cola Classic will place double labels on all plastic bottles. Consumers can peel away the top label to reveal information about Coke Rewards points and the prizes they can win with collected points.
How it worksThe top, perforated, peel-away label will say “peel here” in one corner. By peeling away the bottle label, the consumer will see, on the reverse side, a graphic of something the consumer can win with his or her Coke Rewards points. The label will also direct the consumer to go to MyCokeRewards.com for more information. Peeling away the first label will reveal a second original Coca-Cola Classic label underneath.
Why it worksPeel-away labels will entice the consumer to purchase the product to find out what is under the top label. They will attract consumers to the Web site to find out what they can win. The Reward Points will give back to the consumer for drinking Coke, creating a sense of brand loyalty.
ORIGINAL LABEL WITH PeeL-AWAY INCeNTIVe
OPPOSITE THE ORIGINAL LABEL BEING PEELED AWAY
EXPOSING A SECOND ORIGINAL LABEL
non-traditional
packaging
television
promotions
public relations
internet
video games
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Video Game Tournament TourHow it worksCoca-Cola will sponsor a Nintendo Will video game tournament weekend. Gamers will play against each other on Friday and Saturday and the top high scorers will play in a final championship round on Sunday. The top three high scorers will win an all-expenses paid trip to Spike TV’s Video Game Awards.
Why it worksIn January 2007, Nintendo Wii was the best-selling gaming console in the United States. This tournament will allow an enormous portion of our target market to participate in something they already love to do while exposing them to Coca-Cola. Results of the tournaments will be posted on the Coke Web site, attracting more users and potential contestants.
Vending Machine Photo BoothHow it works A photo booth attached to Coca-Cola vending machines will be placed in locations such as malls, movie theaters, college student unions, pizzerias, coffee shops and other hangouts popular among our target market. In addition to the Coca-Cola purchase, customers will receive a four-picture strip.
Why it worksThe photo booth made a comeback in 2005 with the rise of the vintage trend, which continues to be popular today. Using something old with a fresh twist will help Coca-Cola Classic present a cool, hip image while maintaining its vintage appeal.
Second Period Initiatives
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Summer in the City TourCoca-Cola will hire interns to travel to major cities throughout the United States and bring with them “Summer in the City.” Coke will create a beach scene in each city, complete with palm trees, a pool, sand and entertainment.
How it worksPeople will be able to swim, relax in beach chairs, enjoy the sand, misters, and music and purchase food and Coca-Cola. They will also sign up for a Coke Rewards Card and participate in contests to win Coca-Cola Classic products and merchandise.
Why it worksCoca-Cola’s “Summer in the City” provides an opportunity to experience a popular youth hangout that is not readily available in cities by bringing the beach to them. We will give our target market an oasis escape while creating positive public relations opportunities for Coke.
Mobile Beach PartyThe Mobile Beach Party will travel down the West Coast, along the South Coast and up the East Coast, bringing the party to a popular youth hangout.
How it worksSee-through trucks playing music will stop in beach parking lots or near boardwalks and Coca-Cola interns will be inside, displaying a carefree and fun attitude – a key element in the “Coke Side of Life.” Interns will be equipped with beach balls, beach towels, Frisbees and of course, free Coca-Cola Classic.
Why it works250 million people went to the beach in 2005, and that number continues to increase each year. The Mobile Beach Party will be a live version of the “Coke Side of Life.” Coke interns will embody the individualistic, carefree, self-expressive attitude that so very well defines our target market. Beach Party attendees will be able to participate in the event and express their “Coke Side of Life” in a fun, outdoor celebration.
non-traditional
packaging
television
promotions
public relations
internet
video games
SEP OCTTHIRD PERIOD
• “Show Us Your Coke Side of Life” Portraits
• “Show Us Your Coke Side of Life” Portraits
• Coke Freestyle Live• Corn Mazes
• Coke Show Contests • Viral Marketing
• Bar Crawl• Recipe Challenge
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How it works- Portraits of the “Show Us Your Coke Side of Life” contest winners appear on television- New webisodes and winning video submissions appear on coca-cola.com- Second period Portraits and webisodes are added to video archives on coca-cola.com
At the beginning of the third period, the winners of the “Show Us Your Coke Side of Life” contest will have their Portraits aired on television as well as their supplemental webisodes added to coca-cola.com. In addition, the original videos submitted by the winners will be showcased alongside the webisodes on coca-cola.com. Portraits and webisodes from the second period will join the other videos in the online archive.
Why it worksMembers of our market know when they are being targeted by marketing efforts, and don’t like being told what to do. This contest allows them to see and listen to previous Portraits on television and allows them to voice their own opinions and interests. In essence, they are marketing themselves to their peers while simultaneously campaigning for the Coca-Cola Classic product.
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Contest Winner Fold-Away AdsHow it worksThe winners of the “Show Us Your Coke Side of Life” and of promotional events will be featured in print ads similar to those of the first period.
Why it works These ads show that Coca-Cola cares about its consumers by encouraging participation with the campaign.
“Show Us Your Coke Side of Life”The “Show Us Your Coke Side of Life” contest is not limited to television. It expands to online promotions, which call upon our target market to share its “Coke Side of Life” in various artistic ways. Launched from The Coke Show Web site (coca-cola.com), contestants can submit any form of expression they choose, including artwork, photography or music.
How it worksevery few weeks, beginning in the first period, The Coke Show will launch “Coke Side of Life” contests. each contest will be specific to a different art form. At the end of each contest, online voters will choose the winners. Winning submissions will be featured on The Coke Show.
Why it worksThe “Show Us Your Coke Side of Life” contest creates consumer involvement with Coca-Cola by allowing our target market to voice its ideas and personal expressions. The current contests on The Coke Show Web site are not working because they are confusing and too specific. Also, because current advertising does not promote The Coke Show, our target market does not know it exists. This new interaction between the company and the consumer will generate interest in Coke by showing teens that Coca-Cola Classic is a hands-on company that puts the individual first.
OCTShow Us Your Coke Side of Life
non-traditional
packaging
television
promotions
public relations
internet
video games
25 Third Period InitiativesCoke Freestyle LiveCoca-Cola will travel to various cities throughout the United States and host Coke Freestyle Live, an open-ended talent exhibition.
How it worksContestants will be able to enter with a variety of talents, including artwork, poetry, rap and dance. Winners will be chosen to have their Coke Freestyle made into a television or Internet commercial.
Why it worksCoke Freestyle Live will embody the Coca-Cola Classic image portrayed through this campaign; it will embrace the creative and real talent our target market has to offer.
The A-maze-ing Coke ChallengeCoca-Cola will travel to rural areas throughout the United States and create corn mazes in the shape of the words “Coca-Cola.”
How it worksMembers of our target market and their families will find their way through the maze and enjoy Coca-Cola Classic products and merchandise.
Why it worksThe number of corn mazes in the United States grew five times in the last seven years and there were over 500 in 2005. A Coca-Cola-sponsored corn maze will be a place where members of our target market can enjoy time with their family and friends. These events will target the audience that we miss on our city tours.
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Captain Morgan Partnership RecommendationHow it worksIn a partnership with Captain Morgan, Coca-Cola can promote the unification of the two products to legal consumers by offering coupons for Coca-Cola when a Captain Morgan’s product is purchased.
Why it worksThe coupon incentive will encourage the purchase of Coca-Cola, especially among legal college students that are low on cash. Legal drinkers will continue to buy each of these products even after the promotion is over because a relationship has been established.
Coca-Cola Bottles Up How it worksCoca-Cola interns will promote Coke in the bars of major college towns and cities. The interns will dress in outrageously large Coca-Cola can costumes and give away discounts on rum and Coke mixed drinks. People will also have the opportunity to sign up for a Coke Rewards Card. Why it worksThe humor that the interns’ costumes are going to bring to the bar will grab people’s attention and help them remember Coca-Cola as a fun product and continue to purchase it long after the bars close.
Coke CupsHow it worksIn correlation with the Bottles Up promotion, the interns will also hand out Coca-Cola Classic’s new cups. The cups are shaped like the old-fashioned Coke bottle and funnel out at the top. Every time a Coke mixed drink is ordered, it will be served in one of these cups, which are theirs to keep.Why it worksBy giving away the cups for free, it gives incentive to buy the drinks that go in it. The interesting shape of the cup makes it a cool souvenir, and it is convenient for refills. Not only will consumers remember the product because of the interns’ costumes, they will be constantly reminded of the Bottles Up promotion when they use their cup at home.
non-traditional
packaging
television
promotions
public relations
internet
video games
NOV DECFOURTH PERIOD
• Polar Bear Side of Life
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• Coke Idol
Recipe ContestHow it worksLegal adults from around the country will have the opportunity to create and submit their own alcoholic beverage recipe. They must mix Coca-Cola Classic with liquor and garnishes of their choice. Drinks will be judged on taste, creativity and appearance. An all-expenses paid vacation for two will be awarded to the winner.
Why it worksThis time of year is popular for social events and entertaining. This interactive promotion encourages consumers to experiment with the Coca-Cola Classic product. They will likely buy Coca-Cola Classic in larger quantities in order to figure out a winning drink recipe. This contest allows participants to have fun with the product and feel connected to it through their own creativity.
• Recipe Contest
How it works-Third period Portraits, webisodes and winning contest submissions added to video archives on coca-cola.com-The Polar Bear Side of Life ads appear on television
In the fourth period, the entire Intimate Portraits campaign will move to the online video archives on coca-cola.com. By the start of the final period, the Portraits, webisodes and winning video submissions will only be accessible through the Internet.
The Stalwart Group will introduce the final portion of its television advertising strategy. “The Polar Bear Side of Life” initiative will fit seamlessly with the Coca-Cola Co.’s traditional holiday advertising. These ads will depict polar bears in situations that portray events similar to those experienced by our target market.
Why it worksWith the Portraits campaign successfully completed and moved to coca-cola.com for Web-users to browse at their convenience, The Stalwart Group will tap in to a classic Coca-Cola tradition: holiday polar bear ads. These ads already have a developed fan base and will maintain Coke’s holiday image while continuing to appeal to our target market.
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“Coke” IdolCoca-Cola is a primary sponsor of American Idol – one of the most popular shows on television today. Idol was the most watched show on television in 2005 and 2006 – 35.16 million people watched last year’s season finale – and is currently in its seventh season.
In the fourth period, Coca-Cola will bring one of the hottest shows on television to the hottest place in the virtual world – Second Life. This is also a great way to promote the upcoming season of American Idol, which is aired at the beginning of the following year.
How it worksSecond Life is a 3-D virtual world entirely built and owned by its residents. Since opening to the public in 2003, it has grown exponentially and today is inhabited by 4,868,442 people. The Second Life Marketplace currently supports millions of real U.S. dollars in monthly transactions. People in Second Life eat, sleep, travel and spend real money at virtual businesses. Second Life also offers a teen version of its virtual world for users ages 13-17.
By partnering with American Idol, Coca-Cola will design a Second Life competition called Coke Idol. Residents of Second Life can audition and compete to win major Coke Rewards, Linden Dollars (Second Life currency) and their 15 minutes of virtual fame. Skype – Internet telephone network that allows people to make calls from their computer – will enable Coke Idol participants to sing and have their real voices heard by other residents of Second Life.
Why it worksAspiring singers audition for American Idol in hopes of receiving fame and fortune. Since television’s Idol draws hundreds of thousands of competitors, Coke Idol will provide an opportunity for people to audition, compete and reveal their talents – without waiting in two-day lines. Many people create Second Life residents in order to mimic material things they desire in real life. The Stalwart Group and Coca-Cola will give them the opportunity to mimic real-life fame. By sponsoring the event, Coca-Cola will gain advertising exposure in both the real and virtual worlds.
DECSecond Life
non-traditional
packaging
television
promotions
public relations
internet
video games
MAYJAN FEB MAR APRGANTT CHART
• Intimate Portraits• Coke Show Winner Portraits• Online Intimate Portraits• Polar Bear Side of Life
• Intimate Portrait Fold-Aways• Reward Yourself Ads• “Show Us Your Coke Side of Life” Portraits
• Web site Renovation• Social Networks• Coke Show Contests • Coke Idol
• Battle of the Bands• Community Service• Summer in the City• Mobile Beach Party• Coke Freestyle Live• Corn Mazes
• College Radio • Coke Rewards Cards/ New Vending Machines• Online Newsrooms
• Product Placement• Coke Rewards Inserts• Tournaments
• Bathrooms• Grocery Stores• College Bar Crawl• Recipe Challenge
• Reward Yourself Labels
...Intimate Portraits...
...Intimate Portrait Fold-Aways...
...Battle of the Bands...
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NOV DECSEP OCTJUN JUL AUG...Coke Show Winners Portraits...
...Online Intimate Portraits......Polar Bear Side of Life...
...Reward Yourself Labels...
...Reward Yourself Ads......Coke Show Winners Portraits...
...Coke Show Contests......Social Networks...
...Website Renovation...
...Summer in the City...
...Mobile Beach Party......Coke Freestyle Live...
...Corn Mazes...
...Online Newsrooms......Coke Rewards Cards...
...College Radio...
...Product Placement......Coke Rewards Inserts...
...Tournaments...
...Bathrooms......Grocery Stores...
...College Bar Crawl......Recipe Challenge...
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MAY
...Coke Idol...
...Community Service...
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Increase Consumption Incidence by 3 percentage points (from 13% to 16%)
Increase Brand Health (favorite brand)by 3 percentage points (from 10% to 13%)
Promotions • Battle of the Bands • Mobile Beach Party • Video Game Tournaments • Coke Freestyle Live • Summer in the City • Coke Rewards Cards (available online) • Bar Crawl Initiatives • Video Game Product Placement
Television Print • Intimate Portraits • Show Us Your Coke Side of Life Ads
Coke Rewards Initiatives • Web site Renovations • Peel-Away Labels • Print Ads • Video Game Inserts
Non-traditional • Theme Park Mirror Ads • Conveyer Belt Ads
Social Networks
Establish an emotional connection with target market to increase customer loyalty
Evaluate number of Coke Show entries
Increase Coke Show entries by 50%
Increase knowledge of Coca-Cola message to increase product purchases/Create PR
Evaluate attendanceEvalute Coke Rewards Card sign-ups
At least 2 million Coke Rewards Card members
Increase active participation in Coke Rewards program
Evaluate number of Coke Rewards members
Increase CokeRewards.com members by 10%
Increase purchases at venues where Coca-Colas are purchased
Evaluate number of cases requested by venues
Increase case sales of participating venues by 10%
Increase brand exposure to targeted consumers
Evalute social network group sizes
Create groups of over 300,000 target market members in each social network
PROjECTEd RESULT
EVALUATIONTECHNIQUE GOAL
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At least 2 million Coke Rewards Card members
Create groups of over 300,000 target market members in each social network
GOAL The Stalwart GroupBro. Basil Valente – AdviserKimberly DeSimone – Adviser
Hallie Steube – PresidentJonathan Ter Meer – Vice-PresidentMichelle Torella – SecretaryJenna Luehrsen – TreasurerMelanie McGrath – Commisioner
Jessica BantleKristina BauterZachary BeachSarah BirylaSamantha BontempsAnna BulszewiczMatthew DetischAndrea EddStephanie FosnightChristofer GassMegan GearyTabbitha GriffithMolly HirschbeckErik JankowskiMeghan KingEvelyn KirbyJonathan LopezKristen LoutzenhiserLauren MarianettiChristopher MaurerAdrienne MinjarezAnneMarie MinnutoAroldo NeryStephanie NikolaouJeff NogajLindsay PohlmanDusten RaderRachel SiepierskiNathan SmithDejan StankovicKimberly TrimboliLaura TuckerGRANd TOTAL $ 14,956,390
AdAgeAlexaWebInformationCompany
AlfNuciforaAltTerrain
AmericanBeverageAssociationAmericanIdol
AmsterdamPrintingBeverageDigestOnline
CaptainMorganClicknoise.net
Coca-ColaGlobalDingos.net
EntrepreneurEnvisionMarketing
ePromosPromotionalProductsFacebook
FindArticles.comGoogle
JupitermediaMagazinePublishersofAmerica
MarketResearchMarketwatch.com
MassiveIncorporatedMTV
mycokeMyCokeRewards
MySpaceNewPersuasion
News.comNewsweek
NintendoWiiPlayStation
PrecisionMazesPRSquared
Rab.comSecondLife
Slyck.comStudiocom
Teenager.comThe@lphaMarketer
TheCoca-ColaCompanyTime
TVBOnlineUSAToday
WebInkNowXbox
TV UnitsProduction Costs
Intimate Portraits contract $2,000,000
Coke Show Winners contract $2,000,000
Online Portraits contract $2,000,000
Polar Bear contract $2,000,000
Total $8,000,000
Cosmo Girl! 6 $629,760
Teen Vogue 6 $477,090
ESPN 6 $113,100
Sports Illustrated Kids 6 $453,240
Total $1,673,190
Non-Traditional
Conveyor Belt Ads 220 stores $731,200
Photo Booth 50 malls $50,000
Mirror Posters in Theme Parks 5 Theme Parks $340,000
Scanning Vending Machines $75,000
Corn Maze 100 mazes $250,000
College Radio25 schools and 375
spots $15,000
Total $1,461,200
Video Games
Product Placement contract $250,000
Coke Reward Insert contract $20,000
3-Game Tournament $200,000 each $600,000
Total $870,000
Promotions
Community Service 9 service
opportunities $450,000
Battle of the Bands 10 cities $700,000
Coke Freestyle 10 cities $200,000
Summer in the City 3 cities $1,186,000
Mobile Beach Party 30 cities $400,000
Bar Crawl 25 schools $15,000
Web site $1,000
Total $2,952,000
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