100, 125, 130 - ANNIVERSARY UNIVERSITY · 2019. 12. 15. · Coca-Cola 100th Anniversary Planning...
Transcript of 100, 125, 130 - ANNIVERSARY UNIVERSITY · 2019. 12. 15. · Coca-Cola 100th Anniversary Planning...
Coca-Cola 100th Anniversary
Planning Insights
Ted RyanFormer, Dir. Heritage Management
Lead for 100th Anniversary
©Anniversary University 2019
All Rights Reserved
Presented by:
100, 125, 130Three Anniversaries with three different strategies and audiences
• Who is the target?
• This is the single most important question you will face
• The adjacent chart gives one approach
• All of the activities had to be grounded on our overall business objectives as the message house shows
Coca-Cola 125 Anniversary Wordmark Design Standardsv1.0
Confid
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nt ial | ©2 010 The Coca-Cola Company. All Rights Reserved.
THE CONTOUR
CENTENNIALwriting the legacy that honors the work of those before us
Liquid & Linked Brief
Draft Version 100.0
Celebrating contour
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GROWING CONTOUR EXPERIENCES THROUGH OCCASIONS, LED BY On The Go
ACCESSIBLE
CONTOUR
PREMIUM
CONTOUR
All
ma
rke
ts
Se
lect
ma
rke
ts CELEBRATING CONTOUR IMC
SOCIAL LEGACY
• “Imitation may be the sincerest form
of flattery, but it is undoubtedly the
costliest form of business competition.”
• The Cola Call, 1985
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THE LANDSCAPE IN 1915
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<insert images of commoditized bottles>
• “A Coke is a Coke and no amount of
money can get you a better Coke than
the one the bum on the corner is
drinking.
• All the Cokes are the same and all the
cokes are good. Liz Taylor knows it, the
President knows it, the bum knows it,
and you know it.”
• Andy Warhol
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THROUGH SEMINAL BRAND COMMUNICATION…
VIDEO 1 – FINAL EDIT 10_06_14
KISS THE PAST HELLO
100 DESIGNERS GLOBALLY
2. VIS / OOH
16
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Brand PR
Global Launch:
26TH FEB
—Coca-Cola Art Bottle Exhibit
—Attended by key stakeholders, influencers and media
—Global hospitality program for Media
—Sustain coverage and conversations throughout the year
—Ambassador program as an employee incentive program
4. PR / LICENSING
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Brand PR
Global Launch:
26TH FEB
—Coca-Cola Art Bottle Exhibit
—Attended by key stakeholders, influencers and media
—Global hospitality program for Media
—Sustain coverage and conversations throughout the year
—Ambassador program as an employee incentive program
4. PR / LICENSING
26
- Coca-Cola Bottle 100: Coverage ReportPage 34
THE COCA-COLA BOTTLE ART TOUR: INSPIRING POP CULTURE FOR 100 YEARS
Tier 2 PR Toolkit
OBJECTIVES
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1. Generate positive, branded media coverage that inspires conversation and builds brand-love for Coca-Cola
2. Honor and celebrate the legacy of the Coca-Cola contour bottle and it’s role in popular culture., leveraging the news hook of the centennial anniversary
STRATEGY
Markets should create a PR activation plan that includes a tiered PR approach with three (3) stages of media outreach:
1. Pre-launch outreach2. Outreach during the exhibition3. Post-exhibition outreach
FOR INTERNAL USE ONLY
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TOUR A: TOUR ROUTE
Colombia (Medellin)
Brazil (TBD)
Mexico (Mexico City)
Mexico (Monterrey)
U.S. (Los Angeles)
U.S. (Miami, NYC, or Chicago; TBD)
Argentina (TBD)
Dominican Republic (Santo Domingo)
April 24th- May 7th
May 29th- June 12th
July 2nd- July 11th
July 14th- July 23rd
August 10th- August 23rd
August 27th- September 11th
October 19th- November 1st
November 23rd- December 6th
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TOUR B: TOUR ROUTE
South Africa (Cape Town)
South Africa (Johannesburg)
Italy (Milan)
Japan (Tokyo)
China (Shanghai)
Philippines (Manila)
Thailand (Bangkok)
Australia (Sydney)
Israel (TBC)
February 23rd- March 3rd
March 7th- 15th
May 4th- 23rd
July 20th- August 2nd
August 31st- September 13th
September 28th- October 11th
October 26th- November 8th
November 23rd- December 6th
XXX - XXX (TBC, between Italy & Japan)
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A journeywoman in the art world, Kate Brinkworth’s work has been shown in dedicated exhibitions at galleries across
New York, London, Paris, Stockholm, California and more. Her art has been featured at multiple auctions at Christie’s,
Phillips de Pury, and Southeby’s.
As an artist, Kate is fascinated by imagery that conveys a strong narrative. Her early work in film and photography
transformed into a passion for turning light into paint. She uses intense saturation levels and photorealism to give her
pieces a voice.
FOR INTERNAL USE ONLY
KATE BRINKWORTH: TOUR A
VIDEO 2 – COCA-COLA 100 LAUNCH WEB VIDEO V2
- Coca-Cola Bottle 100: Coverage Report
- Coca-Cola Bottle 100: Coverage ReportPage 9
VIDEO 3 – COCA-COLA 130TH SIZZLE 5_17_2016_EDIT_2
THANK YOU!
For Assistance with Planning Your Milestone
Anniversary,
Please Contact, [email protected]
©Anniversary University 2019
All Rights Reserved