1 / 10

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

mahdis
Download Presentation

Coca-Cola Zero Launch Campaign

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related