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Global Diet Coke Brand Vision Architecture PowerPoint Presentation
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Global Diet Coke Brand Vision Architecture

Global Diet Coke Brand Vision Architecture

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Global Diet Coke Brand Vision Architecture

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  1. Global Diet Coke Brand Vision Architecture Alberto Aranda - Global Sparkling Brand Director, Coca-Cola TM, Sparkling Beverages Info.shoppermarketing@coca-cola.com

  2. (Focus Motivation: Energizing Self-Indulgence Values Model: Authenticity) BRAND ARCHETYPE: The Lover – following your bliss and committing to whom and what you love. PERSONALITY: Vibrant, self-assured & with style, intuitive & charming, BRAND VISION Love Life MARKET BRAND PEOPLE CATEGORY INSIGHTS: EMOTIONALIZE THE CATEGORY Category headwinds for light CSDs are increasing dramatically. At the same time, the category offers an opportunity in a world facing a huge obesity issue. DKO/CCL can uniquely capitalize on this opportunity due to its combination of functional and emotional benefits. CONSUMER BENEFITS: MY EVERY DAY LIGHT BOOST THAT INVIGORATES ME TO FOLLOW MY HEART. Because I can only feel great when I do what I love. HUMAN AND CULTURAL INSIGHTS: In a world full of advice columns on how we should live our lives people sometimes forget to listen to their inner voice to decide what’s right for them. In moments like this they need to remind themselves to listen to their heart and continue to create their own path - across all aspects of their lives. COMPETITIVE ENVIRONMENT: Focus on other Sparkling beverages (regular and light); water, flavored water, juices; coffee. Brands successfully targeting adults and adult breaks throughout the day (between coffee and cocktails). TARGET: THOSE WHO RESPECT THEIR INTUITION AND LIVE IN THE HERE AND NOW. They listen to their voice and make choices that are true to them. They love life and want to live it beautifully. Epicenter 25-35 BRAND AND PRODUCT EQUITIES: From Coke: Optimism, but enlightened Emotional uplift, authenticity, universal, contour, dynamic ribbon, cultural leadership. Uniquely Diet Coke/Coke light: A no calorie and no sugar Coke with a great, light taste; Personal, intimate– your best friend. AMBITION Brand: From “DKO/CCL is a brand for people with weight issues” to “DKO/CCL is the badge brand for adults with a rich life.” Business: Keeping adults for life in our portfolio. By 2020: 1,7 mucs / +0.6%

  3. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com