??Brand Timeline

1885Logotype created

1886First Coca-Cola ad in the

Atlanta Journal 1894First sold in 6 oz. bottles

1916“Hobble-skirt” bottle

design introduced

1928First sponsor in the

Olympics in Amsterdam

1930’sImage of red and white

Santa Claus is promoted in ads for the first time

1950First Coca-Cola T.V.

ad created1966

“Things go better with Coke” campaign

??1966“Things go better

with Coke” campaign

1971“I’d Like to Buy the World a

Coke” campaign: one of the best campaigns in history

1978Coca-Cola sponsors FIFA for the first time with its “Coke

adds life...” campaign

1979“Have a Coke and a

Smile” campaign

1993“Always Coca-Cola”

campaign features polar bears for the first time

2000 “Coca-Cola. Enjoy”

internationalcampaign

2006“The Coke Side of Life”

campaign

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2008Our Campaign

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SummaryExecutive

The key benefit of Coca-Cola Classic for our target is taste.7 Our campaign focuses on this tangible benefit as a gateway to the Coke Side of Life concept. Essentially Coca-Cola Classic provides happiness through its refresh-ing taste.

At the intersection of taste and happiness is the tongue. Our creative strategy is to reach Dynamics with a slightly irreverent look at everyday life, focusing on the tongue as an expression of the happiness found in the Coke Side of Life. We’re sensitive to the fact that tongues are potentially polarizing for certain demographics outside of our target market but inside Coca-Cola Classic’s cus-tomer base our executions are very targeted and tasteful to reflect this concern.

We employ public relations strategies and strategic partnerships to complement the campaign’s executions and maximize their effectiveness. Through guerilla events and alliances with key brands like the Nintendo Wii, we will create and sustain buzz in the social, technology-savvy target market.

Non-traditional media are key to reaching the target. Multi-tasking, channel surfing, and ad-skipping character-ize our distracted target. Our media plan utilizes a multi-channel, technology-centric approach to reach and stick with the target market.

The beverage world has changed. Now is the time for Coca-Cola Classic to make a leap forward to match it.

Campaign goals1. Increase consumption by 3 percentage points in the 13-24 year old target market.2. Increase brand health by 3 percentage points in the specified target market.

Coca-Cola Classic is the world’s most valuable1 and most recognized brand.2 In 2006, global consumption of trade-mark Coca-Cola products rose 3%,2 yet in the United States, the birthplace of the brand, sales have faltered.3 While the secret formula has not changed, consumer taste is shifting away from Coca-Cola Classic. It is time to refresh the brand amid changing consumer preferences.

13 to 24 year olds are the key to reviving the brand. Bans on selling to younger consumers4 restrict the company’s ability to reach youth and health concerns stifle consumption as consumers age.� The company’s future success hinges on its ability to reach 13 to 24 year olds now.

Our target market is actively connected. Through more than 1200 surveys, 20 in-depth interviews and 3 focus groups, we learned that through technology, they keep up with the latest social trends, and each other. Many are in school and rely financially on their parents, while some are young professionals. They enjoy cola, but are not overly brand loyal, flexible when choosing refreshment. We call them the Dynamics.

� BusinessWeek Top �00 Brands 2006; hTTp://BWnT.BusinessWeek.com/Brand/20062 2006 coca-cola annual reporT, pg 8� Beverage digesT 2006 Top �0 Brands; hTTp://WWW.Beverage-digesT.com/pdf/Top-�0_2007.pdf

� american Beverage associaTion school Beverage guidelines; hTTp://WWW.ameriBev.org � case sTudy, pg 87 campaign survey

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ntents

ConTenTsBaCkground

posiTioning and TargeTing

CreaTive sTraTegy

media sTraTegy and inTegraTion

evaluaTion

Beverage Industry TrendsCoca-Cola Brand OverviewCompetitionResearch MethodsSWOT Analysis

Key Target InsightsTarget Market DefinitionTarget Market ProfilesPositioning Strategy

Creative StrategyCreative PaletteCreative ExecutionPromotions and PR

Media PlanMedia RationaleBudgetCooperative Partnership

EvaluationConclusion

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In the past few years, there has been a steady decline in the carbonated soft drink (CSD) category’s beverage market share.8 Key drivers of this sales downturn include:

“HealTH smarT” Consumers - Consumers are educating themselves about the health implications of their consumption choices. This knowledge is causing a shift in market share from regular to diet soft drinks as consumers make an ef-fort to be healthy.9 The health smart trend continues with a steady increase in the market share of diet sodas.

populariTy of funCTional drinks – The market share of enhanced bottled water, sports drinks and energy drinks is also experiencing growth at the expense of regular soft drink consumption. Demand for these drinks is increasing as con-sumers look for a physical uplift from a “healthy” beverage. We expect this trend to continue. Functional drink sales are predicted to grow 27% at current prices from 2004-2009.10

a flood of sHorT-lived Brands - Short-term variations of popular sodas, such as Dr. Pepper Red Fusion, increase clutter in the soft drink marketplace. The Coca-Cola Company released 84 new brands in 2006 alone.11 The new drinks flood the market with temporary products, distracting consumers from Coca-Cola Classic’s brand messages.

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2006-2007

2002-2004

2004-20072004-200�

2002-2004

Annual Percentage Growth Rate CSD vs. Energy Drinks

Examples of Short-lived CSD Brands

everage indusTry Trends

8 Case Study, pg 69 Case Study, pg 610 Mintel Report, Functional Drinks11 2006 Coca-Cola Annual Report, pg 33

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sTruggling wiTH negaTive media aTTenTion - International coverage of incidents in India and Colombia is affecting the brand image. In the U.S., adverse publicity about obesity in children also contribues to declining public perception of CSD brands.negaTive HealTH perCepTions - In 200�, regular sodas began disappearing from U.S. schools in accordance with an agreement by the three largest beverage companies to promote a health smart lifestyle.12

puBliC response To “THe Coke side of life” - Coca-Cola successfully integrates itself into the daily lives of its consumer in an active, mobile and digital world.13 Though each day 1.3 billion global Coca Cola customers quench their thirsts with a Coke product, sales of its flagship brand continue to fall.14

TradiTional Branding TaCTiCs - Coca-Cola Classic’s decade-long (1997-2006) ab-sence from the Super Bowl is indicative of the brand’s recent avoidance of major branding opportunities, especially in non-traditional placements.1�

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everage indusTry Trends rand overviewB Coca-Cola Classic experienced a

2% sales decrease from 200�-2006.16

In 200�, Coca Cola chose to use

88% traditional media to reach 13-24-year-old consumers

Until 2007, Coca-Cola had been absent from Super Bowl marketing

opportunities for

10 years

12 American Beverage Association School Beverage Guidelines; http://www.ameribev.org13 The Coca Cola Company 2006 Annual Review pg 1614 “Soft Drink Hard Sell,” The Observer, July 9,2006; http://observer.guardian.co.uk/magazine/story/0,,1813839,00.html1� Atlanta Jounal-Constitution Online, Ajc.com - http://www.ajc.com/business/content/business/coke/stories/2007/01/24/0124bizcokead.html16 Beverage Digest 2006 Top 10 Brands; http://www.beveragedigest.com/pdf/top-10 2007.pdf

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CompeTiTionCoca-Cola Classic is a well-recognized brand worldwide. Unfortunately, domestic sales do not reflect Coca-Cola Classic’s true marketing potential. Due to newly introduced beverages and the growing popularity of the competition, Coca-Cola Classic sales continue to decline.

direCT CompeTiTion: Cola flavored sodas: Pepsi, RC Cola, store brand colas

Other brands of cola-flavored soda provide the same experience as Coca-Cola Classic. Non-loyal cola drinkers cannot even taste the difference be-tween brands. 17

indireCT CompeTiTion: Other carbonated drinks: Dr. Pepper, Mountain Dew, 7-Up, Diet Sodas

Other flavors of carbonated drinks can substitute Coca-Cola Classic. They have the same texture and are consumed with similar foods: pizzas, burgers, snacks. All of these sodas provide the same benefit to the consumer: an easily accessible drink that will complement any food.

Functional drinks: Energy Drinks, Enhanced Water/Sports Drinks, TeasFunctional drinks are rapidly growing in popularity among teenagers and young adults. They provide a more concentrated dose of caffeine, vitamins or nutrients for the students and athletes who are in need of energy. With an overlapping of target market and similar key benefits of providing en-ergy, functional drinks are taking market share from Coca-Cola Classic.18

non-soda CompeTiTion: Other beverages: Any brand of unfortified juice, water or milk

There is a wide range of drinks available to quench thirst or to complement a meal or snack. Water, milk and all other drinks compete to satisfy the consumer’s next wave of thirst.

Coca-Cola’s Competitors:

Lemon-Lime Sodas

Pepsi RC Cola Diet Sodas

Other Sodas

Energy Drinks

EnhancedTea

Sports Drinks RTD Coffee

BottledWater

Milk Juices

17 Campaign Focus Group18 Mintel Report, Functional Drinks

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esearCH meTHodsR researCH oBjeCTives

Which aspects of Coca-Cola most attract the target market?What are psychographic and behavioral characteristics of the target market?What is the target market’s perception of CSDs and Coca-Cola Classic?What are the CSD purchase trends among the target market?What are common lifestyle trends within the target market?What is the media consumption of the target market?

••••••

primary researCH

We conducted an extensive survey with more than 1,200 responses of 13-24 year olds across the U.S. to gauge the role of Coca-Cola in the target’s lifestyle and to collect demographic information.We held one-on-one interviews with 20 members of the target market for a more in-depth, personal look at Coca-Cola’s role in the target’s life and their daily

media usage.We conducted three focus groups consisting of members of our target market, asking questions about their soda drinking habits, components of their purchase decisions and perceptions of Coca-Cola and Pepsi.

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seCondary researCH:For information on the CSD industry, the Coca-Cola Company and the target market, re-search was taken from:

Online databases (Mintel)Books (For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It - Mark Pendergrast)Trade publications (Ad Age, Adweek)Coca-Cola Classic Case Study

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“Coca-Cola is an older, conserva-tive brand. Pepsi is young and hip.” - Brittany Nardone, 16

“I buy soda not only because it tastes good but because it keeps me up.” - Analuz Vizarretea, 19

Focus Group Pullouts:

“[Advertising] should be visually attractive. It needs to have a young image, putting in things that we like.” - Jorge Noriega, 19

we ColleCTed over

1200 surveys,

ConduCTed 20 inTerviews

and Held 3 foCus groups.

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SWOT Analysis

19 Coca-Cola Corporate Website, http://www.thecoca-colacompany.com/ourcompany/awards_recognition.html20 Campaign Focus Group/Surveys21 Coca Cola Television Advertising22 Campaign Case Study, pg 1323 Beverage Digest 2006 Top 10 Brands; http://www.beverage-digest.com/pdf/top-10 2007.pdf24 Campaign Focus Groups

sTrengTHs

Well-recognized, trusted brand name19

Established company19

Consistent productBrand-loyal customer base20

Successful past advertising21 Easily accessible product

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••••

•

opporTuniTies

Many tangible product benefits

Non-traditional media avail-able to reachMore charitable organizations fit with brand values; can

team up with new chari-ties

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•

•

THreaTs

Health smart trend erodes market share

Potential for more negative media coveragePopularity of functional drinks persists

Increasing new competi-tion in the market

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weaknesses

Ignores non-traditional advertising

Does not effectively reach 13-24 years olds22

Declining sales23

Target perceives it as an “old” brand”24

Positioning based on intangibles

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What are the psychographic and behavioral characteristics of the target audience?The target audience invests much of its time in social activities. They feel most comfortable when around others, and they use multiple forms of communication to keep in touch with others. The target audience values friends highly and prefers to do activities as a group rather than as individuals.

What is the target market’s perception of Coca-Cola Classic?Social, conservative and fun are a few words that the target uses to describe the Coca-Cola Classic brand. They see Coca-Cola Classic as a solid brand that will always be around, though it may not always adapt well to current trends. The target audence says that Coca-Cola Classic does not put enough emphasis on what is interesting to them.

Which aspects of Coca-Cola most attract the target market?

Brand image

Energy

No response

Just a drink that comes with other food

Other

Taste

Thirst-quencher

Out of general survey population

out of those who show no strong brand loyalty,

out of undergradu-ates who respond to sarcasm,

out of females who had watched ABC in the last week.

Taste was the top response no matter how we segmented the data. All data subgroups represent the importance of taste.

Achieving our Research Objectives

Taste.

}}

}

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ey TargeT insigHTsKWhat are CSD purchase trends among the target market?

23% of the target market is generally loyal to brands but has not yet made a defi-nite brand choice for soft drink consumption. These customers are ready to make a brand choice but are waiting for a brand that connects with them.The target market is health-conscious and thus has increased its consumption of non-soda drinks; however, it has not given up soft drinks entirely.

What are common lifestyle trends within the target market?Health has become a major concern for the target market. It is, however, a matter of perception. While 96% of respondents consider themselves healthy or some-what healthy, only 26% watch their calorie intake. Therefore, while being healthy is trendy, few follow a strict diet. Instead, they make their consumption decisions based on perceptions of healthiness.

The target is generally receptive to advertising; it is less annoyed by advertising than the older population.13-18 year olds look to advertising for current trends. They consider both adver-tising and their friends the strongest influences when purchasing the right prod-ucts.Dynamics primarily drink soda in social settings with friends and family.

What is the media consumption of the target market?91% of the target audience considers itself to be at least somewhat connected to major news and world events. The target audience spends much of their time on the computer, and sees it as a valid source of information.

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aCTions of people wHo Consider THemselves HealTHy or somewHaT HealTHy

I watch calories and what I eat

I watch calories

I watch what I eat

Neither

Segmenting through media purchases

Aware of the benifits of segmenting the market, we looked for a divide delineating the target into two psychographic groups throughout our primary research process.

We found no such distinct divide. In fact, we see the younger half of the target attempting to emulate the older half, aligning with their world views and preferences.

With no discernable difference in outlook within the target, any division of the target into primary and secondary sub-groups would be completely arbitrary.

Yet, though their underlying preferences may be similar, a high school student lives in a very different world from a col-lege student or a young professional. In order to best connect with their everyday experiences, we plan to segment through media channels, allowing us to tailor executions to the specific life experiences most relevant to the audience while still maintaining the underlining mes-sage among the target.

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Our target audience is the Dynamics, 13-24 year old non-loyal beverage drinkers seeking

convenience in their active, busy and connected lives.

Dynamics engage in several activities that involve the use of multiple communication media at the same time.

Introducing the Dynamics

Non-Loyal - Dynamics are brand loyal, but have not yet decided on a soft drink loyalty.

How are THey dynamiC?Active - Dynamics are physically active, interest-ed in fitness and health.

Busy - Dynamics are either working, in school, or both. During their chaotic days, they socialize with others.

Connected - Dynamics utilize lots of technology to maintain their social connections and stay connected to the world around them.

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perCepTion of life: She likes to live life to the fullest. lifesTyle: Her days are packed with school and homework, but every night she tries to fit in a couple of hours to watch TV and go online. favoriTe weBsiTe: MySpace. weekend plans: She likes to have fun; she goes to the mall and spends time with her family. Every once in a while, she goes to parties, where she likes drinking Coke. perCepTion of CoCa-Cola ClassiC: It is not her favorite soda but she still likes to have it every now and then. However, it must always be bubbly – never flat.

nour shahaB

age: ��middle school sTudenT

uri magen-david

age: 2�invesTmenT Banking analysT

perCepTion of life: Life brings you unexpected things. You must always be prepared for its surprises.lifesTyle: Extremely busy. He was busy in college, but now life’s absolutely crazy. He wakes up at 8 in the morning, goes to work, eats lunch, goes back to work, works out, and goes back to work. He takes little breaks at the office, though, mostly by playing games online.favoriTe weBsiTe: addictinggames.com. online aCTiviTies: Check e-mail, the news, facebook, stocks, and do work-related stuff. He probably uses the Internet around 14 hours a day. perCepTion of CoCa-Cola ClassiC: Sometimes he’s at the office until 2, even 3 in the morning. On those late days, he drinks Coke beause it gives him the energy to keep going. He also drinks Coke with lunch and sometimes dinner, especially with pizza or burgers. It’s the only soda he drinks; he likes its taste. He started drinking it as a kid and will probably drink it when he’s old.

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perCepTion of life: Her life is changing. She is trying to fig-ure out what she wants to do with the rest of her life. She thinks life is what you make it, so she tries to enjoy it and keep herself active.lifesTyle: One of her favorite things to do is socialize. She likes to meet different kinds of people and listen to their experiences. She spends lot of time with people on her dorm floor, over the phone, and online. She spends around � hours a night online, simultaneously doing homework, talking on the phone, and watching TV.favoriTe magazines: Vogue, Teen Vogue, the New Yorker and the Economist. perCepTion of CoCa-Cola ClassiC: She likes drinking Coca-Cola every now and then, but mostly when she’s at the beach because it is refreshing.

Tricia paTTerson

age: �8college freshman

maria fe razeTTo

age: 2�college senior

perCepTion of life: She tries to enjoy moments to the fullest, espeically now that she is graduating in a few months.lifesTyle: Ever since she started college she started exercising a lot more – working out became a huge part of her busy life. During the week, she goes to class, does homework, works out, and hangs out with her friends if she has time left - they are a huge part of her life; they’re like her family. online aCTiviTies: Whenever she is short on time, she keeps in touch with all her friends online - through AIM, MSN messen-ger, e-mail and facebook. She goes online for about three or four hours every night, mostly for schoolwork.perCepTion of CoCa-Cola ClassiC: She used to be addicted to Coca-Cola when she was younger. She still drinks it, especially when she’s up doing schoolwork, but she’s also trying to drink water and other [healthier] stuff.

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PosiTioning sTraTegy

To Dynamics, Coca-Cola Classic is the

ice-cold taste that

refreshes life by

providing a physical & emotional

Coca-Cola Classic is synonymous with the color red and tradition. Our new Coca-Cola Classic market strategy refocuses the “Coke Side of Life” campaign back on Coke’s key benefit: taste. Coca-Cola Classic will turn the act of sticking out your tongue into another trademark of Coca-Cola and establish it as the gateway to “The Coke Side of Life.”

uplift.

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Creative Strateg

y

reaTive sTraTegyCThe “Coke Side of Life” campaign entertains au-diences with its abstract animated vending ma-chine and video game commercials, but strays too far from the brand’s socially connected core and the product’s functional benefits.

“The Coke Side of Life” campaign needs more than computer animation to connect with young- audiences. It needs to express youthfulness through online media, images of young people and more edgy, authentic concepts.

From bottom to top, our campaign integrates with Coca-Cola’s current brand positioning. We maintain the brand’s optimistic, happy core. The brand voice remains refreshingly honest, speak-ing directly to the target in its own language about authentic situations. Our campaign builds on the “Coke Side of Life” concept currently in use, offering a new way to express the happiness in the taste of Coke by sticking out one’s tongue. We are aware that this act is potentially polar-izing; however, within our target market we find it enhances the viral nature and youthful edge of our key message.

BaCkground oBjeCTive: To rekindle interest in the Coca-Cola brand and to refresh the “Coke Side of Life” campaign

TargeT: The Dynamics, 13-24 year-old socially connected, multicultural youth

CompeTiTive frame: Coke’s crisp, classic taste

key message: The crisp, refreshing taste of Coke will make your tongue tingle and make you want to smile

personaliTy: Optimistic, Fun and Creative

supporT poinTs: Povides a physical and emotional uplift, quenches thirst and is associated with social occasions

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reaTive paleTTeC Our creative palette shows the elements that are

present in all of our creative executions,

ensuring an integrated campaign.

Bold Colors

represent the intensity of positive emotions as presented

in the Coke Side of Life.

BuBBles are dynamic and add vitality

and energy to the execu-tions. They reflect the Dy-

namics’ active lifestyle.

smiles

spread happiness and represent connectedness

among Dynamics.

riBBon

The ribbon provides consistency in the campaign with the brand

and its heritage.

THe logo & TTagline reinforces the Coke Side of

Life campaign.

The tongue is the element that connects

Coca-Cola’s key benefit, taste, with the happiness

represented by the brand. Tongue expressions are a

viral communication of the Coke Side of Life.

friends make life exciting.

The interaction of friends in social settings represents the viral

characteristic of the campaign.

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Creative Strateg

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reaTive exeCuTionsCprinT

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reaTive exeCuTionsC

myspaCe mosaiC Visitors can submit photos of themselves sticking out

their tongues. Appropriate photos are compiled into a photo-mosaic. The mosaic is inserted into a Flash wid-get that participants can then place on their MySpace page, and the mosaic zooms into a photo of the partici-pant. This execution reinforces the tongue imagery of the campaign through the social networking medium.

online inTernalwww.myCoke.Com/Tongue

Tongue Twister VideosMyspace Layouts & Mosaic

Coke Monster GamesVideo Sharing

Tongue Expression Guide

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Creative Strateg

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reaTive exeCuTionsConline exTernal

Spin the Bottlecap Coca-holicBubble Mania

weB games

logo & TaglineBody Copy

Headline

image

The tongue monster is from the Coke webgames on mycoke.com/tongue. In the ad, the monster swallows the headline.

The tongue twister uni-fies and reinforces the campaign, and its sim-plicity and uniqueness attract web surfers.

The final segment of the banner ad shows the Coke Side of Life logo twirling and flying across the banner and landing in the center.

The purpose of the ban-ner ad is to have people visit mycoke.com/tongue. Tongue twisters and games introduces the fun features of the site.

Banner ads

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reaTive exeCuTionsCouT-of-home

Headline

The silly nature of tongue twisters causes people to laugh and smile. Our Coke tongue twisters emphasize the benefit of Coke’s crisp, re-freshing taste while focusing on our tongue campaign.

Call To aCTion

The website, which is load-ed with games, sweepstakes and downloads, allows peo-ple to learn more about the “tongue” campaign.

logo & Tagline

TransiT prinT ads

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Creative Strateg

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reaTive exeCuTionsCouT-of-home

sTreeT arT inTeraCTive displays

Tongue expressions BookleT

movie THeaTer adShown before Feature Film

This video execution, shown prior to films in movie theaters, leads audiences through pre-movie stretches, ending with the exercise of the most impor-tant muscle - the tongue.

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There will be a �0-foot-long red car-pet in the shape of the Coca-Cola red ribbon on the floor at different locations. Lining the carpet will be red poles to make it appear like a movie premiere’s entrance. At the end of the carpet will be Coca-Cola spokespersons from the target age group wearing specially designed Coke t-shirts. The spokespersons will ask participants to stick out their tongues for a free bottle of Coke. They will also receive a Tongue Expressions guide and, at select locations, a free t-shirt.

P romoTions and prP

Tongue press releasePress releases will be sent to various publications with interesting infor-mation about the tongue and the sense of taste. They will contain scientific information about its importance and what stimulates taste buds, tying in the texture and flavor of Coca-Cola Classic.

Today more than ever, promotions and public

relations are a key part of any WORD-of-MOUTH

advertising strategy.

“sTiCk your Tongue ouT for a Coke” - viral Campaign

The classic Coca-Cola polar bears are in danger. In July, the company will donate a portion of the sales of com-memorative Coca-Cola Classic pack-ages to the World Wildlife Foundation to protect the polar bears. We have set aside $1,000,000 in our budget to cover this donation. We will support this effort with promotions on our website.

sTiCk iT ouT for THe polar Bears

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Med

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Integratio

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The plan integrates both traditional and

non-traditional media, focusing on operating

between interactive plat-forms to successfully reach

the target consumer.

edia planMoBjeCTive

• Increase cola consumption and brand rating among 13-24 year old non-loyal beverage drinkers and loyal Coca-Cola customers seeking convenience in their active, busy, and connected lives.

• Obtain both high reach and frequency, focusing on nontraditional and new media.

an offensive approaCH

wHo

Dynamic cola drinkers who have no brand preference or who prefer Coca-Cola will be encouraged to pur-chase Coca-Cola Classic.

wHaT

Messages delivered in areas of high opportunity and large target population.

wHen

Launch in JanuaryOne-year campaignContinuous scheduling on interactive levelNon-interactive media will be alternated throughout the year, focusing on the summer and holiday months.

•

•

••••

The campaign will also focus on the 10 largest non-Pepsi affiliated university campuses.

•

OutdoorTransportationStreet Art

Guerilla MarketingCampus NewspaperMovie TheatersMagazinesNewspapersVideo Games

How

Obtain optimal levels of both reach and frequency through the following media:

•

wHere

The strategy will take place in Dynamic Cities (list on page 23) with a focus on the top ten metropoli-tan areas in the country with the highest percent-age population of young people between the ages of 18-24.

•

InternetSearch MarketingBanner AdsVideo AdsTargeted E-mails

Interactive displays Shopping Malls

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edia flow CHarTM

for raTionale, please see “media raTionale” on pages 2�-27.

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Banner/video ads Selections: Popular social networking (facebook, MySpace), Online Video (TV networks, YouTube), and Sports (ESPN, CBSsportsline) sitesTimeline: all year, varies by outletRationale: As Dynamics spend much of their time online, banner and video ads reinforce the brand im-age in the target market’s mind. These ads allow people to interact with the images, ultimately driving them to MyCoke.com/tongue.

edia flow CHarT edia raTionaleMTop 25 dynamiC CiTies 26

neW york

los angeles

chicago

dallas

philadelphia

housTon

WashingTon dcmiami

aTlanTa

deTroiT

BosTon

phoenix

san francisco

san diego

minneapolis

seaTTle

sT. louis

BalTimore

Tampa

denver

scramenTo

piTTsBurg

cincinnaTi

san anTonio

porTland

Known for their ability to multitask, Dynamics are highly connected individuals who are not afraid to try new forms of technology and are receptive to new marketing ideas. To reach this dynamic target, we have compiled a marketing plan that consists of highly interactive advertising spanning many media channels.

searCH markeTing

Selections: Google, Yahoo!, MSNTimeline: all year Rationale: Search engine marketing only displays ads related to users’ searches, directly connect-ing the target with ads relevant to their needs. Campaign keywords (i.e. “taste,” “tongue” and “puzzles”) will trigger Coca-Cola ads at the top of search results of all major search engines.

online

25 sTrauss, willam and neil Howe. millenials and THe pop CulTure. 2006.26 us Census Bureau, 2005 populaTion esTimaTes

Metropolitan areas ordered by population of 1�-24-year-olds

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universiTy of minnesoTa

ohio sTaTe

universiTy of Texas - ausTin

arizona sTaTe

Texas a and mmichigan sTaTe

pennsylvania sTaTe

universiTy of florida

universiTy of Wisconsin

universiTy of illinois - urBana

universiTy of michigan

purdue universiTy universiTy of souTh florida - Tampa

neW york universiTy

indiana universiTy

universiTy of arizona

universiTy of california - launiversiTy of WashingTon

ruTgers universiTy

universiTy of maryland

Wayne sTaTe universiTy

universiTy of housTon

florida sTaTe

universiTy of georgia

Media raTionaleTargeTed e-mails

Selections: Users of MyCoke.com and MyCokeRe-wards.com, Mailing Lists from Guerilla EventsTimeline: One e-mail per quarterRationale: Targeted e-mails provide new branding opportunities to better connect with current custom-ers. The e-mails provide customers already familiar with the brand with a direct link to MyCoke.com/tongue, effectively generating a high yield.

Non-Pepsi-affiliated universities, ordered by enrollment

magazines

Selection: Entertainment and gaming magazines targeted to DynamicsTimeline: all year, varies by specific outletRationale: Almost half of all teens read at least one magazine a month, with boys gravitating toward gaming magazines and girls preferring magazines featuring celebrities.28 By targeting executions to the magazine’s specific demographic, we can effectively reach key segments within the target.

prinT

weB games

Selections: Popular gaming sites: newgroundscom, addictinggames.com, albinoblacksheep.comTimeline: all year

Rationale: As games become more popular among the target, placing Coke games on websites dedi-cated to Internet gaming is a cost-effective way of reaching the target.

27 naTional CenTer for eduCaTion sTaTisTiCs, 2004 enrollmenT ranking

28 Bps media, HTTp://www.BpouTdoor.Com/arTiCle.pHp?arTiCle=youTH_wasTe

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Media raTionale

inTeraCTive mall displays

Selections: Top 2� Dynamic CitiesTimeline: May through SeptemberRationale: These interactive floor pro-jections, placed in highly-visible, high-traffic areas in malls, will be rolled out in the summer to introduce the cam-paign during a time when the target is away from school and has more free time.

guerilla

Selections: Top 2� Dynamics Cit-ies and College CampusesTimeline: 2 days spans in January, May, and SeptemberRationale: The guerilla aspect of this campaign aims to generate word of mouth among the target through a unique execution. The guerilla events take place in malls in the top cities and on the side-walks of the top campuses.

ouT of Home

sTreeT arT

Selections: Top 2� Dynamic College CampusesTimeline: Two weeks prior to Guerilla campaignRationale: To prepare campuses for the arrival of our guerilla campaign, street art sticker ads provide a unique way of gener-ating word of mouth in a cost effective manner. The ads will be placed in highly-visible, high-

traffic areas around campus, such as the student center and food court.

newspapers

Selection: Top 2� Dynamics Col-lege CampusesTimeline: Academic YearRationale: Campus newspapers are often students’ main source for campus news, with 44% of under-graduates reading them 2+ times

per week.29 By supplying the content of the newspaper puzzle section, we will reach a large percentage of col-lege students in a unique and cost-effective manner.

29 y2m media and markeTing group, www.y2m.Com/researCH/files/readersHipsurvey06.pdf

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TransporTaTion

Selection: Top 10 CitiesTimeline: Febru-ary - MarchRationale: Our bus ads focus on specific routes that pass through areas with high population densities of Dynamics. The ads reinforce the early brand messages from other media channels in an urban environment, generating high recall.31

ads sHown prior To fea-Ture films

Selections: Top 2� Dy-namic CitiesTimeline: Summer and HolidaysRationale: Young adults make up more than half of the movie-going audi-ence and are more likely to attend movies at least once a month than older adults.30 Theater ads placed before appropriate films reach the target in a non-multitasking environment with focus completely on the screen.

ouTdoors ConT.

30 aCCording To a 2005 movie aTTendanCe sTudy By mpa worldwide markeT researCH and analysis

31 Clear CHannel ouTdoor, HTTp://ClearCHan-nelouTdoor.Com/produCTs/Bus_TransiT.HTm

With a budget of only $17 million and the need to balance the media plan to fit the multi-tasking, multi-channel usage patterns of Dynamics, it is impossible to purchase space on every media channel. Below are media that we considered in our research efforts, but ultimately decided not to recommend:

radio

The radio is filled with clutter, at-tracting many advertising dollars to this inexpensive medium. Given the limitations of the broadcast, it is also difficult to create an interactive experience, reducing the media’s effectiveness.

Television

Given the short attention spans and technical proficiency of Dynamics, your money is better spent on me-dia that offers a more immersive, ac-tive (more cost effecive) experience. Coca-Cola will still have a presence in this medium as a part of its over-all strategy, including the American Idol sponsorship and traditional Holiday commercials.

BillBoards

Given the busy lifestyles of Dynam-ics and their geographic distribu-tion, billboards are easily ignored and are not highly targeted. We chose to use mall, movie theater and street art as more targeted, im-mersive, interactive approaches to reach Dynamics.

Considered BuT noT reCommended

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Media Buys

Production

Promotion

Total Budget

T-Shirts

Guerilla

Tongue Expression Guide

Save The Polar Bears

Partnership & Promotion

Crossword Puzzle Maker

Website Redesign

Other

Evaluation

Production

Media Buys

Promotion

Search Marketing

Banner/Video Ads

Mall/Movie Theater Interactive Displays

Transportation

Movie Theater

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ooperaTive parTnersHipC

faCeBook wii giveaway

Objective: Take advantage of viral trends in social networking to raise awareness of the campaign.Execution: Create a sponsored group on facebook.com to announce a give-away of ten Nintendo Wiis to eligible participants. Entrants are required to stick out their tongue on their profile pictures and to join to group in order to be considered.Rationale: While promoting the Wii, this execution strengthens campaign

awareness using the social networking medium. By requiring partici-pants to change their profile photos, we expose their friends to the campaign.

ninTendo wii parTnersHip We propose a strategic partnership with The Nintendo Corporation’s Wii brand to improve the market position of both brands. Our target market and brand values align with those of the Wii, a game console that offers a more social and physically interactive gaming experience.

wii demos aT sporTing evenTs

Objective: Increase brand health through more active sponsorship.

Execution: Set up booths where specta-tors can try out the Nintendo Wii. We are targeting Coca-Cola-sponsored regional NCAA basketball championships.

Rationale: This method of promotion is a more aggressive way to reach the target at sport-ing events.

men’s 2008 division 1 BaskeTBall

Charlotte Bobcats Arena – Charlotte, NCUS Airways Center – Phoenix,AZFord Field – Detroit, MIReliant Statdium – Houston, TX Alamodome – San Antonio, TX women’s 2008 division 1 BaskeTBall

Greensborough Colloseum – Greensborough, NCNew Orelans Arena – LouisianaFord Center – Oklahoma CitySpokane Veterans Memorial – Spokane, WA

Locations:

CoCa-Cola minigames

Objective: To increase campaign awareness and brand health using an alternative medium.

Execution: Provide several Coca-Cola-themed minigames with new Wii consoles.

Rationale: Games are an extremely effective medium for reaching the target. Minigames provide an opportu-nity to strengthen campaign images while maximiz-ing the reach of the branding effort. Under PressureCoke Catching

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E valuaTionEThe integrated marketing campaign we have just presented is aimed at accomplishing the campaign goals: increasing both consumption and brand health by three percentage points each. While it has been designed with the utmost atten-tion to detail in research, strategy and execution, the campaign is not perfect. To ensure effectiveness of your marketing dollars, throughout the year-long campaign, we will carry out extensive evaluation and testing. The evaluation will consist of both ongoing and periodic elements to constantly gauge the market’s response to the campaign. We take your invest-ment in our campaign seriously and will utilize these evaluation procedures to reach our goals more effectively.

ongoing

QuanTiTaTive: Observational methods via online games, such as the use of Internet cookies to identify web usersUrchin Analytics web server traffic dataConversions from search placement ads and targeted e-mails

QualiTaTive: Online message boardsFeedback from contact link on siteResponse to guerrilla campaignMedia coverage of the campaign

periodiC

QuanTiTaTive: An online survey placed on www.coca-cola.comSurveys distributed at guerilla events

QualiTaTive: Usability testing of websiteInterviews conducted via telephone and in person where promotions and public relations take place.Focus groups of target members.Creative copy testing

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ConClusionCCoca-Cola Classic stands on the edge of a crisis. In spite of health concerns per-vading public opinion about soda, an aging loyal customer base, and new limits of marketing to children, the company has an opportunity to capture the attention of a new group: the Dynamics. They are a target who, at 13-24 years old, has yet to make up its mind as to its soft drink brand loyalty and for whom health has more of a cosmetic than medical nature.

Capturing the market share of these Dynamics will not be easy. Our campaign utilizes cutting-edge, non-traditional media coupled with a a focus on technology to capture the minds and tastes of the active, connected Dynamics. The tongue, the gateway to taste and the “Coke Side of Life,” serves as the youthful, uninhib-ited gesture of happiness inherent in a Coca-Cola Classic.

We look forward to being able to serve The Coca-Cola Company with our unique solution to the current market situation.

1200 Surveys, focus groups, interviews and secondary

research

Dynamics are 13-24 year old non-loyal beverage drinkers seeking convenience in their active, busy

and connected lifestyles.

To Dynamics, Coca-Cola Clas-sic is the ice-cold taste that refreshes life by providing a

physical and emotional uplift.

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Professor John VerretProfessor Geoffrey KlapischProfessor Julie BeckProfessor Carolyn ClarkProfessor Tom FaulsProfessor Susan ParenioProfessor Richard PerreaultProfessor Michael RodriguezProfessor Jay ZagorskyDean Tobe BerkovitzDean Kenneth ElmoreAnand Chopra-McGowanNeil Dhandhukia

COMave

Krystina BaldwinDiana FreedmanElizabeth FongBrendan Marrese

We believe in our clients.We believe in finding great solutions to even greater problems.We believe in combining function and emotion. We believe in integration. We believe in being out of the ordinary.

in creating brands with a powerful personality. in dynamic ideas that adapt to our constantly changing world.in simplicity.

And in the middle of it all, we have a good time. Because we do what we love.

aCknowledgemenTs

Jason KahnExecutive Director

Karla Diaz Account Director

Lynn ChungCreative Director

Illana FriedAccount

Jonathan Kim Account

Kathleen KimAccount & Media

Lynn ChenAccount & Media

Larissa Hayden Creative

Mariam ShahabCreative

Zeny HuangCreative

Dmitriy KarfagenskiyCreative

Da-Hae OhCreative

Caitlin SupkaCreative

speCial THanks To: