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Coca-Cola Zero Launch Campaign

Coca-Cola Zero Launch Campaign. http://www.youtube.com/watch?v=XGzFUjDIokE. Market&Challenges. %50 market share of coke beverages But: only %3 share of sugar-free cokes Opportunity : Increasing healthy lifestyle trend Threat : Drinking light coke Feminity

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Coca-Cola Zero Launch Campaign

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  1. Coca-Cola Zero LaunchCampaign http://www.youtube.com/watch?v=XGzFUjDIokE

  2. Market&Challenges • %50 market share of cokebeverages • But: only %3 share of sugar-freecokes • Opportunity: Increasinghealthylifestyle trend • Threat: Drinkinglightcoke Feminity • Differenttaste of lightcoke

  3. Positioning • An alternativefortheoneswho do not wanttogiveup Coca-Cola taste but whoaresensitive in sugar-freeproductconsumption, at thesame time. • A brandwhichattracts not only men; but women as well, withitsmasculinebrand name, personality, packagingandcommunication.

  4. CampaignObjectives • Thelargestproductlaunch of Coca-Cola after Coca-Cola lightlaunchcampaign. • The main objectivewas: A campaign as innovative as theproductitself. • Inordertoincreaseeffectandmake it a long-runningcampaign, it includedtwophases: • Phase I: TeaserCampaign • Phase II: Introducingthebrand & Increasingawareness

  5. CampaignObjectives • Phase I: TeaserCampaign (2 weeks) • Aim: (1) tomaximizetheexpectation of consumerandsaleschannel; (2) togenerateexcitementwithinthe market; (3) toshowtheinnovativebrandidentitybeforelaunchingtheproduct • How?: To transfer brandphilosophybyusingonlyvisualidentity of thebrandinstead of its name. • Phase II: Introducingthebrand & Increasingawareness • Aim: (1) toincreasebrandawareness; (2) toshowthefunctionalqualities of theproductthroughitsbrandimage.

  6. TargetAudience • 16-25 age • Lifestyle: • Primary Audience: ‘’Thrill seekers’’ • People who want to differentiate themselves in society • whoalwaystrynewthingswithinroutine of life • whochangeandrewritethrrules of life • whoaresocial, instantandactive • whofollowtrendsandreflect it totheirconsumptionpatterns. • ‘’Real taste-seekers’’ • Theoneswho do not wanttogiveupuniquetaste of Coca-Cola, but prefertoconsumesugar-freecoke. • ‘’Hiddenlightcokeconsumers’’ • Most of themare men wholikethetaste of Coca-Cola light but areafraid of conumebecause of itsfeminineperception.

  7. Creative Strategy • Masculine, courageousandstrongtoneandunusualapproach • Concept: Coca-Cola taste + 0 Sugar «a betterrealityarisesfromtwogood» «doublegoodrealities» • Celebrity(Uğur Yücel and Kadir Çöpdemir)

  8. Media Strategy TV • TV as the main medium of mediaplanning. • Teaser (15 February) + Launchads (22 February) • Thematicchannelusageforfrequencymaximization Cinema • TeaserandLaunchcampaignadsfor 2 monthsperiod

  9. Media Strategy Outdoor • Billboards in İzmir, İstanbul and Ankara. • Displayingwallswith a black hole in 10 differentareas of İstanbul • 40000 oncarddistribution Radio • AdvertorialswithDJ’s of 4 differentradiochannelsfor a 3-weeks period.

  10. Media Strategy Magazine • 2-pages ad in 23 different magazine for 2 monthsperiod Internet • WebsiteLaunch in 22 February • Bannersandtabapllications on Yonjaand MSN • Wap banner and MMS

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