1886 First Coca-Cola ad in the Atlanta Journal 1885 Logotype created

1894 First sold in 6 oz. bottles

1916 Hobble-skirt bottle design introduced

1930s Image of red and white Santa Claus is promoted in ads for the rst time

1950 First Coca-Cola T.V. ad created 1966 Things go better with Coke campaign

BRAND TIMELINE

1928 First sponsor in the Olympics in Amsterdam

1979 Have a Coke and a Smile campaign 1978 Coca-Cola sponsors FIFA for the rst time with its Coke adds life... campaign 1993 Always Coca-Cola campaign features polar bears for the rst time 2008 Our Campaign 2000 Coca-Cola. Enjoy international campaign

1971 Id Like to Buy the World a Coke campaign: one of the best campaigns in history

2006 The Coke Side of Life campaign

Executive Summary

CAMPAIGN GOALS

1. Increase consumption by 3 percentage points in the 13-24 year old target market. 2. Increase brand health by 3 percentage points in the specied target market.

Coca-Cola Classic is the worlds most valuable and most recognized brand. In 2006, global consumption of trademark Coca-Cola products rose 3%,2 yet in the United States, the birthplace of the brand, sales have faltered. 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 consumers restrict the companys ability to reach youth and health concerns stie consumption as consumers age.5 The companys 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 nancially on their parents, while some are young professionals. They enjoy cola, but are not overly brand loyal, exible when choosing refreshment. We call them the Dynamics.

The key benet of Coca-Cola Classic for our target is taste.7 Our campaign focuses on this tangible benet as a gateway to the Coke Side of Life concept. Essentially Coca-Cola Classic provides happiness through its refreshing 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. Were sensitive to the fact that tongues are potentially polarizing for certain demographics outside of our target market but inside Coca-Cola Classics customer base our executions are very targeted and tasteful to reect this concern. We employ public relations strategies and strategic partnerships to complement the campaigns 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, technologysavvy target market. Non-traditional media are key to reaching the target. Multi-tasking, channel surng, and ad-skipping characterize our distracted target. Our media plan utilizes a multichannel, 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.

Executive Summary

1 BUSINESSWEEK TOP 100 BRANDS 2006; HttP://bwNt.bUSINESSwEEK.COM/ bRAND/2006  2006 COCA-COLA ANNUAL REPORt, PG 8 3 BEVERAGE DIGESt 2006 TOP 10 BRANDS; HttP://www.bEVERAGE-DIGESt.COM/PDF/ tOP-10_2007.PDF 4 AMERICAN BEVERAGE ASSOCIAtION SCHOOL BEVERAGE GUIDELINES; HttP://www. AMERIbEV.ORG 5 CASE StUDY, PG 8 7 CAMPAIGN SURVEY

BAcKGROUND
Beverage Industry Trends Coca-Cola Brand Overview Competition Research Methods SWOT Analysis 2 3 4 5 6

C ONtENtS
7 9 10 12

POSItIONING AND TARGEtING

Key Target Insights Target Market Denition Target Market Proles Positioning Strategy

CREAtIVE StRAtEGY
Creative Strategy Creative Palette Creative Execution Promotions and PR 13 14 15 20

MEDIA StRAtEGY AND INtEGRAtION

Media Plan Media Rationale Budget Cooperative Partnership 21 23 27 28

EVALUAtION
Evaluation Conclusion 29 30
Contents

B EVERAGE INDUStRY
Annual Percentage Growth Rate CSD vs. Energy Drinks

TRENDS

In the past few years, there has been a steady decline in the carbonated soft drink (CSD) categorys 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 effort to be healthy.9 The health smart trend continues with a steady increase in the market share of diet sodas. Examples of Short-lived CSD Brands 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 consumers 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 CocaCola Company released 84 new brands in 2006 alone.11 The new drinks ood the market with temporary products, distracting consumers from Coca-Cola Classics brand messages.

2002-2004

2002-2004

Background

2004-2005

2004-2007

2006-2007

8 9 10 11

Case Study, pg 6 Case Study, pg 6 Mintel Report, Functional Drinks 2006 Coca-Cola Annual Report, pg 33

BRAND OVERVIEW
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 2005, 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 agship brand continue to fall.14 TRADItIONAL BRANDING TActIcS - Coca-Cola Classics decade-long (1997-2006) absence from the Super Bowl is indicative of the brands recent avoidance of major branding opportunities, especially in non-traditional placements.15

Coca-Cola Classic experienced a

2% sales decrease
from 2005-2006.16

In 2005, 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

Background

12 American Beverage Association School Beverage Guidelines; http://www.ameribev.org 13 The Coca Cola Company 2006 Annual Review pg 16 14 Soft Drink Hard Sell, The Observer, July 9,2006; http://observer.guardian.co.uk/magazine/ story/0,,1813839,00.html 15 Atlanta Jounal-Constitution Online, Ajc.com - http://www.ajc.com/business/content/business/ coke/stories/2007/01/24/0124bizcokead.html 16 Beverage Digest 2006 Top 10 Brands; http://www.beveragedigest.com/pdf/top-10 2007.pdf

Coca-Colas Competitors:

Coca-Cola Classic is a well-recognized brand worldwide. Unfortunately, domestic sales do not reect Coca-Cola Classics 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 avored sodas: Pepsi, RC Cola, store brand colas Other brands of cola-avored soda provide the same experience as CocaCola Classic. Non-loyal cola drinkers cannot even taste the difference between brands. 17

C OMPEtItION

Pepsi

RC Cola

Diet Sodas

Lemon-Lime Sodas

Other Sodas

Energy Drinks

INDIREct COMPEtItION: Other carbonated drinks: Dr. Pepper, Mountain Dew, 7-Up, Diet Sodas Other avors 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 benet to the consumer: an easily accessible drink that will complement any food. Functional drinks: Energy Drinks, Enhanced Water/Sports Drinks, Teas Functional 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 benets of providing energy, functional drinks are taking market share from Coca-Cola Classic.18

Enhanced Sports Drinks Tea

RTD Coffee

Background

NON-SODA COMPEtItION: Other beverages: Any brand of unfortied 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 consumers next wave of thirst.

Bottled Water

Milk

Juices
17 Campaign Focus Group 18 Mintel Report, Functional Drinks

R ESEARch MEthODS
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 markets 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 targets 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-Colas role in the targets 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. SEcONDARY RESEARch: For information on the CSD industry, the Coca-Cola Company and the target market, research was taken from: Online databases (Mintel) Books (For God, Country, and Coca-Cola: The Denitive 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 Focus Group Pullouts: I buy soda not only because it tastes good but because it keeps me up. - Analuz Vizarretea, 19 WE cOLLEctED OVER

1200

SURVEYS,

cONDUctED

20

INtERVIEWS

AND hELD

FOcUS GROUPS.

Coca-Cola is an older, conservative brand. Pepsi is young and hip. - Brittany Nardone, 16

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

Background

SWOT Analysis
StRENGthS Well-recognized, trusted brand name19 Established company19 Consistent product Brand-loyal customer base20 Successful past advertising21 Easily accessible product

OPPORtUNItIES Many tangible product benets Non-traditional media available to reach More charitable organizations t with brand values; can team up with new charities

WEAKNESSES Ignores non-traditional advertising Does not effectively reach 13-24 years olds22 Declining sales23 Target perceives it as an old brand24 Positioning based on intangibles

ThREAtS Health smart trend erodes market share Potential for more negative media coverage Popularity of functional drinks persists Increasing new competition in the market

Background

19 20 21 22 23 24

Coca-Cola Corporate Website, http://www.thecoca-colacompany.com/ourcompany/awards_recognition.html Campaign Focus Group/Surveys Coca Cola Television Advertising Campaign Case Study, pg 13 Beverage Digest 2006 Top 10 Brands; http://www.beverage-digest.com/pdf/top-10 2007.pdf Campaign Focus Groups

K EY TARGEt INSIGhtS
Which aspects of Coca-Cola most attract the target market? Taste.

Achieving our Research Objectives

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

out of those who show no strong brand loyalty,

Out of general survey population

Brand image Energy No response Other Taste Thirst-quencher

out of undergraduates who respond to sarcasm,

Just a drink that comes with other food

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

Positioning and Targeting

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. 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.

What is the target markets perception of Coca-Cola Classic?

K EY TARGEt INSIGhtS
Segmenting through media purchases
Aware of the benits 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 college 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 specic life experiences most relevant to the audience while still maintaining the underlining message among the target.

What are CSD purchase trends among the target market?

23% of the target market is generally loyal to brands but has not yet made a denite 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 somewhat 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. 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

Positioning and Targeting

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 advertising and their friends the strongest inuences when purchasing the right products. 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.

T ARGEt MARKEt DEFINItION

Our target audience is the Dynamics, 13-24 year old non-loyal beverage drinkers seeking convenience in their active, busy and connected lives.

Introducing the Dynamics

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

HOW ARE thEY DYNAMIc?

Non-Loyal - Dynamics are brand loyal, but have not yet decided on a soft drink loyalty. Active - Dynamics are physically active, interested in tness 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.

Positioning and Targeting

T ARGEt MARKEt PROFILES

NOUR SHAHAb AGE: 13 MIDDLE SCHOOL StUDENt URI MAGEN-DAVID AGE: 25 INVEStMENt BANKING ANALYSt

Positioning and Targeting

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 t 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 at.

10

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 lifes 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 ofce, 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 hes at the ofce 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. Its the only soda he drinks; he likes its taste. He started drinking it as a kid and will probably drink it when hes old.

MARIA FE RAZEttO AGE: 21 COLLEGE SENIOR

TRICIA PAttERSON AGE: 18 COLLEGE FRESHMAN

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; theyre like her family. ONLINE ActIVItIES: Whenever she is short on time, she keeps in touch with all her friends online - through AIM, MSN messenger, 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 shes up doing schoolwork, but shes also trying to drink water and other [healthier] stuff.

PERcEPtION OF LIFE: Her life is changing. She is trying to gure 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 oor, over the phone, and online. She spends around 5 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 CocaCola every now and then, but mostly when shes at the beach because it is refreshing.

11

Positioning and Targeting

POSItIONING StRAtEGY
To Dynamics, Coca-Cola Classic is the ice-cold

Positioning and Targeting

refreshes life by

taste that

providing a physical & emotional

uplift.
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 Cokes key benet: 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.

12

C REAtIVE StRAtEGY
BAcKGROUND The Coke Side of Life campaign entertains audiences with its abstract animated vending machine and video game commercials, but strays too far from the brands socially connected core and the products functional benets. The Coke Side of Life campaign needs more than computer animation to connect with youngaudiences. 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-Colas current brand positioning. We maintain the brands optimistic, happy core. The brand voice remains refreshingly honest, speaking 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 ones tongue. We are aware that this act is potentially polarizing; however, within our target market we nd it enhances the viral nature and youthful edge of our key message. 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: Cokes crisp, classic taste

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

SUPPORt POINtS: Povides a physical and emotional uplift, quenches thirst and is associated with social occasions
Creative Strategy

PERSONALItY: Optimistic, Fun and Creative

13

CREAtIVE PALEttE
BUbbLES are dynamic and add vitality and energy to the executions. They reect the Dynamics active lifestyle.

ThE LOGO & TtAGLINE reinforces the Coke Side of Life campaign.

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. SMILES spread happiness and represent connectedness among Dynamics.

14

The tongue is the element that connects Coca-Colas key benet, taste, with the happiness represented by the brand. Tongue expressions are a viral communication of the Coke Side of Life.

Creative Strategy

FRIENDS make life exciting. The interaction of friends in social settings represents the viral characteristic of the campaign. RIbbON The ribbon provides consistency in the campaign with the brand and its heritage.

PRINt

C REAtIVE EXEcUtIONS

15

Creative Strategy

C REAtIVE EXEcUtIONS
ONLINE INtERNAL
WWW.MYcOKE.cOM/tONGUE

Tongue Twister Videos Myspace Layouts & Mosaic Coke Monster Games Video Sharing Tongue Expression Guide

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 widget that participants can then place on their MySpace page, and the mosaic zooms into a photo of the participant. This execution reinforces the tongue imagery of the campaign through the social networking medium.

Creative Strategy

16

C REAtIVE EXEcUtIONS
BANNER ADS

ONLINE EXtERNAL

HEADLINE The tongue twister unies and reinforces the campaign, and its simplicity and uniqueness attract web surfers. IMAGE The tongue monster is from the Coke webgames on mycoke.com/tongue. In the ad, the monster swallows the headline. BODY COPY The purpose of the banner ad is to have people visit mycoke.com/tongue. Tongue twisters and games introduces the fun features of the site. LOGO & TAGLINE The nal segment of the banner ad shows the Coke Side of Life logo twirling and ying across the banner and landing in the center.

WEB GAMES

Bubble Mania

Spin the Bottlecap

Coca-holic

17

Creative Strategy

CREAtIVE EXEcUtIONS
OUt-OF-HOME
TRANSIT PRINT ADS

18

HEADLINE The silly nature of tongue twisters causes people to laugh and smile. Our Coke tongue twisters emphasize the benet of Cokes crisp, refreshing taste while focusing on our tongue campaign.

Creative Strategy

CALL tO ActION The website, which is loaded with games, sweepstakes and downloads, allows people to learn more about the tongue campaign.

LOGO & TAGLINE

CREAtIVE EXEcUtIONS
OUt-OF-HOME
MOVIE THEATER AD Shown before Feature Film TONGUE EXPRESSIONS BOOKLET

STREET ART

INTERACTIVE DISPLAYS

Creative Strategy

This video execution, shown prior to lms in movie theaters, leads audiences through premovie stretches, ending with the exercise of the most important muscle - the tongue.

19

STICK YOUR TONGUE OUT FOR A COKE - VIRAL CAMPAIGN There will be a 50-foot-long red carpet in the shape of the Coca-Cola red ribbon on the oor at different locations. Lining the carpet will be red poles to make it appear like a movie premieres 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 PR P

Today more than ever, promotions and public relations are a key part of any WORD-of-MOUTH advertising strategy.

TONGUE PRESS RELEASE Press releases will be sent to various publications with interesting information about the tongue and the sense of taste. They will contain scientic information about its importance and what stimulates taste buds, tying in the texture and avor of Coca-Cola Classic.

STICK IT OUT FOR THE POLAR BEARS The classic Coca-Cola polar bears are in danger. In July, the company will donate a portion of the sales of commemorative Coca-Cola Classic packages 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.

Creative Strategy

20

M EDIA PLAN
ObJEctIVE 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 purchase Coca-Cola Classic. WhAt Messages delivered in areas of high opportunity and large target population. WhEN Launch in January One-year campaign Continuous scheduling on interactive level Non-interactive media will be alternated throughout the year, focusing on the summer and holiday months.

The plan integrates both traditional and non-traditional media, focusing on operating between interactive platforms to successfully reach the target consumer.

WhERE The strategy will take place in Dynamic Cities (list on page 23) with a focus on the top ten metropolitan areas in the country with the highest percentage population of young people between the ages of 18-24. The campaign will also focus on the 10 largest nonPepsi afliated university campuses. HOW Obtain optimal levels of both reach and frequency through the following media: Outdoor Internet
Search Marketing Banner Ads Video Ads Targeted E-mails Transportation Street Art

Media Strategy and Integration

Interactive displays
Shopping Malls

Guerilla Marketing Campus Newspaper Movie Theaters Magazines Newspapers Video Games

21

M EDIA FLOW ChARt

Media Strategy and Integration

FOR RAtIONALE, PLEASE SEE MEDIA RAtIONALE ON PAGES 24-27.

22

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.

M EDIA RAtIONALE

TOP 25 DYNAMIc CItIES 26

Metropolitan areas ordered by population of 15-24-year-olds

ONLINE
BANNER/VIDEO ADS Selections: Popular social networking (facebook, MySpace), Online Video (TV networks, YouTube), and Sports (ESPN, CBSsportsline) sites Timeline: all year, varies by outlet Rationale: As Dynamics spend much of their time online, banner and video ads reinforce the brand image in the target markets mind. These ads allow people to interact with the images, ultimately driving them to MyCoke.com/tongue.

SEARch MARKEtING Selections: Google, Yahoo!, MSN Timeline: all year Rationale: Search engine marketing only displays ads related to users searches, directly connecting 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.
25 StRAUSS, WILLAM AND NEIL HOWE. MILLENIALS AND thE POP CULtURE. 2006. 26 US CENSUS BUREAU, 2005 POPULAtION EStIMAtES

NEw YORK LOS ANGELES CHICAGO DALLAS PHILADELPHIA HOUStON WASHINGtON DC MIAMI AtLANtA DEtROIt BOStON PHOENIX SAN FRANCISCO SAN DIEGO MINNEAPOLIS SEAttLE St. LOUIS BALtIMORE TAMPA DENVER SCRAMENtO PIttSbURG CINCINNAtI SAN ANtONIO PORtLAND

23

Media Strategy and Integration

MEDIA RAtIONALE
TOP 25 DYNAMIc COLLEGES 27
Non-Pepsi-afliated universities, ordered by enrollment

Media Strategy and Integration

UNIVERSItY OF MINNESOtA OHIO StAtE UNIVERSItY OF TEXAS - AUStIN ARIZONA StAtE TEXAS A AND M MICHIGAN 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 - LA UNIVERSItY OF WASHINGtON RUtGERS UNIVERSItY UNIVERSItY OF MARYLAND WAYNE StAtE UNIVERSItY UNIVERSItY OF HOUStON FLORIDA StAtE UNIVERSItY OF GEORGIA

TARGEtED E-MAILS Selections: Users of MyCoke.com and MyCokeRewards.com, Mailing Lists from Guerilla Events Timeline: One e-mail per quarter Rationale: Targeted e-mails provide new branding opportunities to better connect with current customers. The e-mails provide customers already familiar with the brand with a direct link to MyCoke.com/ tongue, effectively generating a high yield. WEb GAMES Selections: Popular gaming sites: newgrounds com, addictinggames.com, albinoblacksheep.com Timeline: all year Rationale: As games become more popular among the target, placing Coke games on websites dedicated to Internet gaming is a cost-effective way of reaching the target.

PRINt
MAGAZINES Selection: Entertainment and gaming magazines targeted to Dynamics Timeline: all year, varies by specic outlet Rationale: 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 magazines specic demographic, we can effectively reach key segments within the target.
27 NAtIONAL CENtER FOR EDUcAtION StAtIStIcS, 2004 ENROLLMENt RANKING 28 BPS MEDIA, httP://WWW.bPOUtDOOR.cOM/ ARtIcLE.PhP?ARtIcLE=YOUth_WAStE

24

OUt OF HOME
GUERILLA Selections: Top 25 Dynamics Cities and College Campuses Timeline: 2 days spans in January, May, and September Rationale: 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 sidewalks of the top campuses.

MEDIA RAtIONALE
INtERActIVE MALL DISPLAYS Selections: Top 25 Dynamic Cities Timeline: May through September Rationale: These interactive oor projections, placed in highly-visible, hightrafc areas in malls, will be rolled out in the summer to introduce the campaign during a time when the target is away from school and has more free time.

NEWSPAPERS Selection: Top 25 Dynamics College Campuses Timeline: Academic Year Rationale: Campus newspapers are often students main source for campus news, with 44% of undergraduates reading them 2+ times 29 per week. By supplying the content of the newspaper puzzle section, we will reach a large percentage of college students in a unique and cost-effective manner.

StREEt ARt Selections: Top 25 Dynamic College Campuses Timeline: Two weeks prior to Guerilla campaign Rationale: To prepare campuses for the arrival of our guerilla campaign, street art sticker ads provide a unique way of generating word of mouth in a cost effective manner. The ads will be placed in highly-visible, hightrafc areas around campus, such as the student center and food court.
29 Y2M MEDIA AND MARKEtING GROUP, WWW.Y2M. cOM/RESEARch/FILES/READERShIPSURVEY06.PDF

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Media Strategy and Integration

OUtDOORS cONt.

MEDIA RAtIONALE
ADS ShOWN PRIOR tO FEAtURE FILMS Selections: Top 25 Dynamic Cities Timeline: Summer and Holidays Rationale: Young adults make up more than half of the movie-going audience and are more likely to attend movies at least once a month than older adults.30 Theater ads placed before appropriate lms reach the target in a non-multitasking environment with focus completely on the screen. TRANSPORtAtION Selection: Top 10 Cities Timeline: February - March Rationale: Our bus ads focus on specic 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

CONSIDERED bUt NOt REcOMMENDED

Media Strategy and Integration

With a budget of only $17 million and the need to balance the media plan to t 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 lled with clutter, attracting many advertising dollars to this inexpensive medium. Given the limitations of the broadcast, it is also difcult to create an interactive experience, reducing the medias effectiveness.
30 AccORDING tO A 2005 MOVIE AttENDANcE StUDY bY MPA WORLDWIDE MARKEt RESEARch AND ANALYSIS 31 CLEAR ChANNEL OUtDOOR, httP://cLEARchANNELOUtDOOR.cOM/PRODUctS/bUS_tRANSIt.htM

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

BILLbOARDS Given the busy lifestyles of Dynamics and their geographic distribution, billboards are easily ignored and are not highly targeted. We chose to use mall, movie theater and street art as more targeted, immersive, interactive approaches to reach Dynamics.

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Promotion
T-Shirts Guerilla Tongue Expression Guide Save The Polar Bears Partnership & Promotion

B UDGEt
Production

Total Budget
Crossword Puzzle Maker Website Redesign Other

Evaluation Production

Media Strategy and Integration

Media Buys Promotion

Media Buys
Search Marketing Banner/Video Ads Mall/Movie Theater Interactive Displays Transportation Movie Theater

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C OOPERAtIVE PARtNERShIP
NINtENDO WII PARtNERShIP
We propose a strategic partnership with The Nintendo Corporations 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. 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 giveaway of ten Nintendo Wiis to eligible participants. Entrants are required to stick out their tongue on their prole 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 participants to change their prole photos, we expose their friends to the campaign. 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 opportunity to strengthen campaign images while maximizing the reach of the branding effort.

WII DEMOS At SPORtING EVENtS Objective: Increase brand health through more active sponsorship. Execution: Set up booths where spectators 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 sporting events.
Locations:
MENS 2008 DIVISION 1 BASKEtbALL Charlotte Bobcats Arena Charlotte, NC US Airways Center Phoenix,AZ Ford Field Detroit, MI Reliant Statdium Houston, TX Alamodome San Antonio, TX WOMENS 2008 DIVISION 1 BASKEtbALL Greensborough Colloseum Greensborough, NC New Orelans Arena Louisiana Ford Center Oklahoma City Spokane Veterans Memorial Spokane, WA

Media Strategy and Integration

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Coke Catching

Under Pressure

The 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 attention 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 markets response to the campaign. We take your investment in our campaign seriously and will utilize these evaluation procedures to reach our goals more effectively.

E VALUAtION

ONGOING
QUANtItAtIVE: Observational methods via online games, such as the use of Internet cookies to identify web users Urchin Analytics web server trafc data Conversions from search placement ads and targeted e-mails QUALItAtIVE: Online message boards Feedback from contact link on site Response to guerrilla campaign Media coverage of the campaign

PERIODIc
QUANtItAtIVE: An online survey placed on www.coca-cola.com Surveys distributed at guerilla events QUALItAtIVE: Usability testing of website Interviews 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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Evaluation

1200 Surveys, focus groups, interviews and secondary research

CONcLUSION

Dynamics are 13-24 year old nonloyal beverage drinkers seeking convenience in their active, busy and connected lifestyles.

Coca-Cola Classic stands on the edge of a crisis. In spite of health concerns pervading 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, uninhibited 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.

To Dynamics, Coca-Cola Classic is the ice-cold taste that refreshes life by providing a physical and emotional uplift.

Evaluation

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COMave
AcKNOWLEDGEMENtS Krystina Baldwin Diana Freedman Elizabeth Fong Brendan Marrese SPEcIAL ThANKS TO: Professor John Verret Professor Geoffrey Klapisch Professor Julie Beck Professor Carolyn Clark Professor Tom Fauls Professor Susan Parenio Professor Richard Perreault Professor Michael Rodriguez Professor Jay Zagorsky Dean Tobe Berkovitz Dean Kenneth Elmore Anand Chopra-McGowan Neil Dhandhukia We believe in our clients. We believe in nding 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.
Jason Kahn Executive Director Karla Diaz Account Director Lynn Chung Creative Director Illana Fried Account Jonathan Kim Account Kathleen Kim Account & Media Lynn Chen Account & Media Larissa Hayden Creative Mariam Shahab Creative Zeny Huang Creative Da-Hae Oh Creative Dmitriy Karfagenskiy Creative

Evaluation

Caitlin Supka Creative

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