Agency Innovation Camp '13: Blue Group

MILLENNIALS AND DIET COKE:A LOVE STORY

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(22 MM FACEBOOK FANS)

OUR AUDIENCE:

18-24

HIGHLY FICKLE AND HARD TO REACH

COMFORTABLE WITH A BIG CONSIDERATION SET

ULTRA-SOCIAL, NATIVELY-DIGITAL (DUH)

HOW DO THEY CONSUME DIET COKE?

Piecemeal. They generally buy one bottle at a time.

Habitually. Diet soda drinkers typically buy and consume on a fairly regular schedule.

AND WHAT HAPPENS WHEN THEY RUN OUT?

THE OBJECTIVE:

Get young people in store more often,

and increase the number of cases and bottles they buy.

WHY THE FREAK OUT?Young people are less likely to shop in bulk.

And in urban or college campus areas, they’re typically walking to the grocery store.

Which means that buying a heavy case of Diet Coke might not be in the cards.

...AND INCREASINGLY SO.

Young people drive less than ever before - 23% of 19 year olds don’t have a drivers license.

They’re not buying cars.

And they’re not going to start any time soon.

So how do we drive preference and make it convenient for our target to acquire the product?

Give them a reason to buy one thing in quantity: Diet Coke.

Let’s re-define what it looks like to buy Diet Coke at Target.

RE-THINK THEPURCHASEPROCESS.

Happiness Delivered.

A PLATFORM THAT ENDS THE FREAK OUT. DIET COKE DELIVERS CALM TO YOUR DOOR.

HOW IT WORKS:

I NEED THIS NOW!!

THE CRISIS IS COMING

I’M COOL... BUT I REALLY WANT A DIET COKE

HOW IT WORKS:

HAPPINESS DELIVERED WHERE ARE YOU NOW?

FANS FIRST

BRANDED CONTENT

SEARCH- DIET COKE INTERCEPTSANXIETY

THE NET RESULT:

WE MAKE SURE PEOPLE DON’T RUN OUT OF DIET COKE.

THEY LOVE US MORE, AND SHOP DIET COKE - AND TARGET - MORE OFTEN.

AND THEY TELL THEIR FRIENDS.

THANKS