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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
-
https://www.google.com/search?rlz=1C5CHFA_enUS757US757&biw=927&bih=859&tbm=isch&sa=1&ei=tEqoWqXvBcfsjwOMrrqwBA
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