Cody King

Karissa Kuhle

COCA-COLA LIGHTMEXICO

• “Diet” is not preferred in Mexican ads

• Sweetener blend is based on consumer preferences

• High value on family & celebrities

CAMPAIGN FOCUS

Campaign focuses on Telenovela actors and their personal family lives

Centers on family gatherings and how Coca-Cola Light plays a part in get-togethers

Current Tagline: “Let us Turn Crazy” “volvamonos locos” &

“Share happiness drops”

Our Tagline: Coca-Cola Light “Brings family together” “traer a la familia junto”

OUR MEDIA

Television

Print

Mobile

Social Media — YouTube, Facebook & Twitter

TVynovelas – Telenovelas entertainment magazine

Vanidades – Women’s magazine

H – Men’s magazine

Features Telenovela families

PRINT

CURRENT FACEBOOK & TWITTER

Current Coca-Cola Light Facebook page has 1.2 million likes

Little activity on page

No Twitter page

OUR FACEBOOK & TWITTERTelenovela families will be featured weekly

Posts will show a picture Telenovela actor and a paragraph will describe their family get-togethers & how Coca-Cola Light fits in— “My children make Coke Light ice cream floats,” “My grandpa makes Coke Light mixers”

Tweets and posts feature buy-one-get-one coupons

Tweets and posts feature Telenovela YouTube videos

• Weekly YouTube videos feature Telenovela actors talking about their family lives and how Coca-Cola Light is a part of their family get-togethers

• Posted on Twitter and Facebook each week

Above: placed on bottom of YouTube videos and on websites

Right: a side bar ad featured on websites

Both link to game on Coca-Cola website

• Clicking online ad will lead to Coca-Cola Light game on website

• Game will be cartoon Telenovela actors racing and dodging obstacles to get to a fountain of Coca-Cola Light

• Game will also be a mobile app

• Buy-one-get-one coupon available at end of game

ONLINE & MOBILE ADS

TELEVISION

Product placement during Telenovelas

Show features actors drinking Coca-Cola Light

Actor commercials during Telenovela programming breaks

JOSÉ EDUARDO VERÁSTEGUI CÓRDOBA

Hello, you may know me as Tuck Rodriguez but at home they know me as Dad.Just like your family, mine loves to spend time together enjoying each other’s company. Whether it’s a day at the beach or just grilling out at home, there is never a dull moment around our household.Daughter -“Dad we need more Coca-Cola Light”Looks like Duty CallsCoca-Cola Light, Brings Family Together.