Cece Bell, Tanner Browning, Midori Fujimoto, Sarah Austin ... · the brand. Past IMC-Originally...

Cece Bell, Tanner Browning, Midori Fujimoto,

Sarah Austin, Spencer Bell

History

-In 1995 testing for Coke Zero began

-Released in 2005

-Scarcity Stunt

-Rebranded as Coke Zero Sugar in 2017

Mission

-Coke Zero Sugar aren’t trying to say they’re better to replace the original, but it

offers an alternative beverage for those who are more health conscious. That way,

you don’t have to sacrifice on great original taste with zero sugar.

Goals

-Coke Zero Sugar is revamping the advertising campaign to help sales and bring

Coke Zero sugar to the forefront of of the diet soda game.

Objectives

-Coke Zero Sugar wants to reclaim the market that we had created from previous

campaigns (Coke Zero), before the market audience grew stagnant and tired of

the brand.

Past IMC

-Originally targeted to men

-”Drinkable” ads

Present IMC

-Focus on Classic Coca Cola taste

-Same taste, but no sugar

Financial Details

-Reached Billion Dollar Brand Status in 2007

-10 years in a row as a billion dollar brand

-Helped Coke reach a 38% increase in profit from 3rd Quarter of 2016

Effects of Sales and Brand Awareness

- It’s introduction was the most successful campaign since Diet Coke

-Rebranding campaign in 2017 raised awareness and sales

Competitors

-La Croix

-Sparkling Ice

-Pepsi Max

-Naked and One Coconut Water (subsidiaries of Pepsi)

Copy

-Emphasis of “like Coke”.

-Voice

The style of the copy is all about being bold, brief and

sarcastic.

-Typography

The typeface is a sans serif simple design font with a

bold attitude.

-Word Count

Catchphrases and Slogans usually 3-4 words, no

more than 7. ( The Closest to the Classic)

Target Audience

-Current

Men

Graduated college plus

25-54 yrs. old

Professional, Business

Management

$60,000+

Hispanic/ Asian

Cable users

-Suggested:

Women

Graduated High school/ attended

college

18-39

Other employed/ science fields

$40,000-$60,000

African American/ White

Satellite/ Cable users

Sources-http://www.coca-colacompany.com/stories/how-coke-zero-became-a-hero-10-facts-to-mark-the-brands-10th-birthday

-http://www.businessinsider.com/coke-zero-sugar-trumps-diet-coke-2017-10

-http://fortune.com/2017/07/27/la-croix-trend-millennial/

-https://www.washingtonpost.com/news/business/wp/2017/10/25/how-coca-cola-got-americans-to-drink-diet-soda-

again/?utm_term=.70cd16be6078

-https://www.usatoday.com/story/money/2017/10/25/coca-cola-zero-sugar-led-3-q-earnings-were-anything-but-zero/797747001/

-http://adage.com/article/creativity-news/droga5-s-coke-creative-targets-men/240389/

-http://www.adweek.com/digital/hearsts-good-housekeeping-adds-recipes-to-its-visual-skill-for-amazon-echo-devices/

--http://www.coca-colacompany.com/stories/how-coke-zero-became-a-hero-10-facts-to-mark-the-brands-10th-birthday

-http://www.businessinsider.com/coke-zero-sugar-trumps-diet-coke-2017-10

-http://fortune.com/2017/07/27/la-croix-trend-millennial/

-https://www.washingtonpost.com/news/business/wp/2017/10/25/how-coca-cola-got-americans-to-drink-diet-soda-

again/?utm_term=.70cd16be6078

-https://www.usatoday.com/story/money/2017/10/25/coca-cola-zero-sugar-led-3-q-earnings-were-anything-but-zero/797747001/

-http://adage.com/article/creativity-news/droga5-s-coke-creative-targets-men/240389/

-http://www.adweek.com/digital/hearsts-good-housekeeping-adds-recipes-to-its-visual-skill-for-amazon-echo-devices/

-https://www.campaignlive.co.uk/article/130-years-coca-cola-typeface-deserves/1454619

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