COCA-COLA CAMPAIGN

Lakiesha Herman

Jeremy Johnson

Toni Talley

Devin Edwards

Quintin Glover

Nia Groce

Professor A. Harris MBA-MIM

Agenda

Situation Analysis

Key Strategic Campaign Decisions

Media Strategy

Message Strategy

Marcom Tools

Campaign Management

Situation Analysis

Background Research

Created in 1886

Their mission is:

To refresh the world

To inspire moments of optimism and happiness

To create value and make a difference

Now a global leader with over 400 brands

Key Advertising Problem

Teenagers interest in commercials

Situation Analysis (cont’d)

• Warning label proposed

• The recession

• America trying to be more healthy

• Unhealthy

• Causes tooth decay

• Banned sodas in schools

• Customer Loyalty

• Global Market

• Over 400 brands

• Many partnerships

• The coffee drinks

• Digital Media

• Energy drinks mixed with alcohol

SWOT Analysis

Key Strategic Campaign Decisions

Objectives

To give Coke functional and emotional meaning to teens

To raise awareness of the Coke Brand

To increase sales by 5%

Target Audience

Males and females 13-19

Brand Position

Great taste

Number one beverage brand in the world

Campaign Strategy

Launching an interactive campaign via social media

Get teens involved through competition

Personalize the brand towards the target audience

Media Strategy

Media Objectives

To have the maximum amount of teens see the commercial

To give the youth an opportunity to express their love for Coke

Media Selection

Internet

Television

Media Strategy

Media Planning and Buying

Vehicle Selection

YouTube takeover

MTV (commercial)

The N, CW, G4, ESPN, and Comedy Central

Scheduling

YouTube takeover to launch for two days after commercial premiere

Commercial to air on television after YouTube takeover

Message Strategy

Key Consumer Insight

Show teens the uplifting and refreshing side of Coca-Cola

To give teens a social environment to express themselves, gain recognition , and feel empowered

Media Objective

Message Strategy: Big Idea

Marcom Tools

Sales Promotion

My Coke Rewards

Direct Marketing

Having a Coca-Cola street team

Packaging

Create your own bottle

Marcom Tools (cont’d)

Sponsorships and Merchandising Spokespersons

Christiano Ronaldo or Landon Donavon

Clothing Company collaboration

The Coca-Cola Company and The Hundreds

Integration StrategyCombining all of the Marketing Communication Tools to promote

Coca Cola

Campaign Management

Evaluation of EffectivenessYouTube views

Surveys

Change in sales

Campaign BudgetYouTube Takeover $800,000

TV commercial $300,000

Total Budget

Over $1 million

Resources

http://www.ajc.com/business/dr-pepper-snapple-sitting-543223.html

http://www.industryweek.com/articles/cocacola_profit_profit_increases_10_on_

overseas_gains_21633.aspx

http://www.beveragedigest.com

http://www.coca-colastore.com

http://www.census.gov

http://www.smrb.com

http://www.comscore.com