George Wheen Portfolio summary
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Transcript of George Wheen Portfolio summary
BUILDING BRANDS THAT STAND OUT FROM THE CROWD
GEORGE WHEEN
COCA-COLA
LED MASTERBRAND LAUNCH A ONE BRAND APPROACH ACROSS COKE TM
TO TRANSFORM AN ICONIC BRAND
FROM 4 DISTINCT BRANDS
TO 1UNIFIED BRAND
WITH A NEW VISUAL IDENTITYFOR CONSUMERS, TRADE & STAKEHOLDERS
DEVELOPED & LAUNCHED TV CAMPAIGN TO ESTABLISH ONE BRAND POSITIONING “CHOOSE HAPPINESS”
WITH A SOCIAL FILM ACHIEVING UNPRECEDENTED VIEWS FOR COCA-COLA
https://www.youtube.com/watch?v=839sF-RdvcI17 MILLION VIEWS ACROSS YOUTUBE & FACEBOOK
WITH PRINT TO ESTABLISH VARIANT BENEFITS
LED 100 YEARS OF CONTOUR CAMPAIGN
ADAPTED “KISS HAPPINESS” TVC THAT ESTABLISHED CAMPAIGN IDEA
DEVELOPED ICONIC VISUALS THAT DROVE IMPACT - OUTDOOR
GENERATING FRONT PAGE NEWS IN CHALLENGING ENVIRONMENT FOR COKE
LEADERSHIP OF “SHARE A COKE” CAMPAIGN 2014
A CAMPAIGN OF UNPRECEDENTED SCALE FOR COCA-COLA
THAT HAD HUGE COVERAGE IN MARKET
WE MOBILISED COCA-COLA EMPLOYEES ACROSS EUROPE
AND INTRODUCED CAMPAIGN INNOVATION TO INCREAS CAMPAIGN ‘TALKABILITY’
AND USED SOCIAL LISTENING TO GENERATE ADDITIONAL ENGAGEMENT
WE ADDED E-COMMERCE TO DELIVER AMAZING PERSONAL EXPERIENCES
RESULTS
IC VOLUME SHARE +1.3PTS
RECORD BREAKING CAMPAIGN AWARENESS
INCREASED TEEN RECRUITMENT
TV
DIGITAL SHOPPER
GB SPORTS BOTTLE ACTIVITY WAS HUGELY SUCCESSFUL – 3.2% REDEMPTION - HIGHEST EVER CCGB PROMOTION
DEVELOPED A COMPELLING BRAND POSITIONING
LEVERAGING PASSIONS, ASSETS & EXPERIENCES
… WITH RELENTLESS PERFORMANCE
NO. 1 ENERGY DRINK ASSOCIATED MUSIC
2013 - NO. 2 ENERGY DRINK
£100M BRAND SALES
KEY DRIVER COCA-COLA GB INCREMENTAL PROFIT
25
LED POWERADE BUSINESS IN EUROPE
DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS
WAYNE ROONEY
TEAM GB – BEIJING OLYMPICS
DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS
LAUNCHED POWERADE ZERO WITH JESSICA ENNIS AS AMBASSADOR
JESSICA ENNIS
HYDRATING
LED 2012 EUROPEAN AND GLOBAL POWERADE OLYMPICS & EURO CAMPAIGN
2012 2010
EURO
DRIVE AWARENESS OF POWERADE’S HYDRATION ROLE ON FIELD OF PLAY
ESTABLISH PRODUCT PORTFOLIO AND OLYMPIC ASSOCATION
ZERO
Disruptive Design standard packs /Gift with purchase
(JPG bottle)
PARALYMPICS
Latest fashion, competitions
JPG: exclusive
interviews and accessories
OLYMPICS100M FINAL
TICKETS
ION4
SPORTS BOTTLE
ACTIVATION
OLYMPIC VISION – A CAMPAIGN 3 YEARS IN DURATION
1 YEAR TO GO (GB)
2011
IN 2012 LEVERAGED POWERADE’S UNIQUE PIECE OF SPORTS KIT
VIS
ON FIELD OF PLAY
SHOPPER ACTIVATION
TVCSOCIAL MEDIA
OUTDOOR & PRESS
COMMUNITY
Classified - Restricted
2012 CAMPAIGN: ALL CONNECTION POINTS FOCUSED ON COMMUNICATING ROLE ON FIELD OF PLAY
RESULTS
Activated 25+ markets globally
Smashed Campaign norms
High Brand Association with Olympics
Sales in GB +33% YOY
Classified - Confidential