New ColaTarget Analysis

Christina HerrmannKrystal PlomatosBrian Swann

• African Americans 165 index

• Hispanics 162 index

Who drinks carbonated drinks?14-20 times a week

Glass half empty.

Follow the bubbles.

Our Target

• Top 100 Metro Markets• 18-29 years old

Urbanistas

• 25 million strong

52% more likely toenjoy trying new drinks.

Who are they?

• Lives in a city or urban area• Craft urban families• Socially conscious

Urbanistas

General DemographicsUrbanistas

• 24 years old• 51% female, 49% male• 70% single• 255 Index of expectant children (2 children avg.)• 65% White, 26% Hispanic, 13% African American• Individual Income $25,000, Average HHI $88,000• 55% full time employment, 30% unemployed• 38% high school graduates, 22% college graduates• 447 Index of full-time students

What’s in their heart?

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Express

What’s in their head?

UrbanistasReflection

• Most find themselves to be:• Confident• Brave• Sociable• Open-Minded• Stubborn• Reliable• Egocentric

UrbanistasThe Almighty Dollar

• More likely to work at current job purely for the money• Money is the best measure of success• Managing it is another story:

• 41% more likely to spend without thinking•30% agree they’re no good at spending money

Instant pleasure.

UrbanistasThe Munchies

• 58% more likely than average Americans to be vegetarian• Know they should exercise more (64%) • 44% treat themselves to foods that aren’t good for them•Under-index on: “working at eating a well-balanced diet - 78

We know who they are, buthow do they get their

kicks?

Gettin’ their kicksUrbanistas

Tech SavvyUrbanistas

• Any price is justifiable for emergent technology• First to grab the newest electronics off the shelf• Influence the tech-buying habits of friends

Media Habits (TV )Urbanistas

• 38% in top two quintiles for cable TV• Watch evening animation 121% more than any other group• Favorite programming includes:

• General Drama• Reality TV• Music• Comedy

“This is where I go to be entertained. You might as well entertain me.”

UrbanistasMedia Habits (Internet)

• Most feel that the internet transformed their free time• All internet all the time• Why sleep when you can surf?• 40% consider themselves Early Adopters

UrbanistasMedia Habits (Radio)

• 48% listen everyday• 60% always listen while driving• 25% more likely to be very receptive to radio advertising

UrbanistasMedia Habits (Magazine)

• 37% in top two quintiles for magazines• First-time parents read nearly 300% more parenting magazines• Favorite type of reading:

• Celebrity gossip• Beauty/Style• Gaming• Cars

UrbanistasMedia Habits (Non-Trad)

• Sit up and pay attention when they see ads:

at bus stops 168 on trains 180 atop taxis 174

Free Refill

• Urbanistas• Young city dwellers who are exploring themselves and their world• Love colas and trying new ones

• Care about money, but don’t know what to do with it• Try to be healthy, but in the end splurge on treats for themselves• Tech savvy advertising sponges

Feel free to quenchyour thirst for knowledge.