Marketing & Promotion: Coca-Cola Freestyle
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Trisha Egberts – 580 6628 (D) Gavin McLaughlin – 585 Jiameng Xu – 580 2057 (E) Tracy Zhang – 580
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Marketing presentation to promote the introduction of the Coca-Cola Freestyle in Canada. Presented to Coca-Cola Canada Executives in December 2009 by a group of 4 passionate Queen's University students, forming a consulting group called Remix Solutions.
Transcript of Marketing & Promotion: Coca-Cola Freestyle
Trisha Egberts – 580 6628 (D)Gavin McLaughlin – 585 6110 (D)
Jiameng Xu – 580 2057 (E)Tracy Zhang – 580 0698 (D)
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Happiness is watching a sunset at the cottage.
Happiness is being greeted by a dog.
Happiness is exploring new places.
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Happiness is many things to many people.
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Because happiness comes in more than one flavour.
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Target Market
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Values
• Teamwork
• Authenticity
• Self-expression
• Civic engagement
Traits
• Hopeful
• Confident
• Media-savvy
• Worldly-wise
• Individualistic
• Brand-consciousGeneration Y
Our Campaign
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1. Pre-Launch: viral videos
2. The Launch: TV ads
3. Post-Launch: online communityGeneration Y
The Pre-Launch: Viral Videos
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Pre-LaunchFeb - March 2010
The Pre-Launch: Viral Videos
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• Focused on YouTube• Generate initial hype• Candid camera style• Interest-arousing• 2 weeks prior to Freestyle launch
The Launch: Television Ads
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The Launch: TV Ad
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• Series of 3 TV commercials• Illustrate the benefit of choice• Appeal to target market• because happiness comes in more than one flavour
Post-Launch
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Post-Launch I: “The Happiness Project”
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• Online community – the ultimate compendium of joyful moments
• Upload your moments
• Interactivity: comments, Happiness Hits, Happiness Footprint, Happiness Index
• Appeals to target market’s habit of expressing themselves via the Internet
Post-Launch II: Videos on Freestyle
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• Most outstanding video submissions broadcasted as Freestyle screensaver
• Incentive for users to participate in The Happiness Project
• Continuation of “Open Happiness” and Expedition 206
• Tagline: “Because happiness lives in more than one moment”
In Summary
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• 19 – 24: Gen Y
• Benefit: Choice
• 3-Tiered campaign:
1. Pre-Launch: viral videos
2. The Launch: TV ads
3. Post-Launch: online community
• Theme: Happiness
Generation Y
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http://tinyurl.com/freestylecommercial
Links to Campaign Videos
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1. Pre-Launch: Viral Ads• http://tinyurl.com/prelaunch1
• http://tinyurl.com/prelaunch2
• http://tinyurl.com/prelaunch3
2. The Launch: TV Ad• http://tinyurl.com/freestylecommerical
3. Post Launch: Online Community & Video Submissions• http://theremixproject.ning.com
Generation Y
Username: [email protected]
Password: marketing
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http://remixsolutions.tk
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