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3. Executive Summary 5.Th
9.Company History 11.Product E
17. Current Consumer 21.Consu
27.Focus Groups & Interviews
Commun...
he Team 7.Situation Analysis
Evaluation 15. Competitive Analysis
umer Trends 23.Primary Research
35.SWOT 37.Marketing &
nc...
INTRODUCTION
EXECUTIVE SUMMARY
A global powerhouse brand, Diet Coke has
ruled the diet beverage category since nearly
its very inceptio...
4
As a result, this generation is in constant
need of fuel: physical, emotional, intellectual.
Millennials’ seek validatio...
With over 5 years experience
in the food & beverage
industry, two years in
advertising working with
The Sign Brothers and ...
Since her lifelong goal of
becoming a Law and Order
SVU detective fell through,
Halle has been spending her
time working a...
SITUATIONANALYSIS
COMPANY HISTORY
T
he Coca-Cola Company began in 1886
when the soft drink Coca-Cola was first
created. However, nearly 100 years later
the ...
Diet Coke is known for being the first form of Coca-Cola without sugar and for having zero
calories. It is positioned as a...
PRODUCT EVALUATION
12
PRICING & DISTRIBUTION
13
S
izes range from 7.5 ounces to 2 liters. Diet Coke comes in cans, glass bottles, and plastic bo...
I
n the past, Diet Coke has
had several successful
campaigns geared
toward a younger female
audience. In 2010, Diet
Coke r...
While Diet Coke is the most popular drink
in the diet soda industry, the brand does
have noteworthy competitors. Some of
t...
16
Indirect competitors to Diet Coke are based
on the consumer’s preference towards a
healthier lifestyle. Increasingly pe...
CURRENT CONSUMER
17
Diet Coke’s current consumers have been a constant throughout the product’s life cycle. Comprised
primarily of women, the ...
INFORMED
CONSUMERS
The non-alcoholic beverage
industry has been forced to
rapidly evolve to changing
consumer preferences ...
INDUSTRY TRENDS
20
21
CONSUMER TRENDS
STATUS TESTS
Over the past several years experiential
marketing has introduced a new level
of competition occupied by bran...
PRIMARYRESEARCH
OBJECTIVES
To determine the lifestyle
and preferences of Diet
Coke’s new target market
To understand how
successful brands...
OBJECTIVES & METHODOLOGIES
26
FOCUS GROUPS & INTERVIEWS
Our loyalists desire
more connection
from the brand of
Diet Coke, despite a
healthy relationship...
Discovered that millennial Diet Coke loyalists do not feel personally connected to the brand
Millennial consumers are heav...
“Diet Coke would be a middle aged soccer mom that was always there when you need her to be. She’s
the president of the PTA...
INSIGHTS
30
According to a survey based on results from over one hundred respondents, with 84% being
white and 90% being female, gener...
Key factors to beverage preference:
Millennial Diet Coke consumption:
Taste
53%
Nutrition
20%
Hydration
17%
Millennial sof...
INSIDE THE MIND OF THE MILLENNIAL
HAPPINESS
Success, new
experiences, spending
time with family and
friends, collaborating...
VALIDATION
Comments on social
media, words of
kindness, praise,
seeing my success,
results, feeling good
FEARS
Expectation...
Strengths
Opportunities
O
SLeader in diet soda category, established brand name and equity
Enjoys strong associations with...
Weaknesses
Threats
T
W The bulk of current brand loyalists fall within the 35–54 target audience
To date, the brand has be...
MARKETING&COMMUNICATION
The Diet Coke experience currently revolves mostly
around the amazing taste of the product.
Diet Coke drinkers are extreme...
BRAND EXPERIENCE
40
BRAND PERSONALITYFACTS & SYMBOLS
Luxurious
Tasteful
Feminine
Refreshing
Strong
Fearless
America
Taylor Swift
Red, black, s...
BRAND ESSENCE
DESCRIBING THE
PRODUCT:
WHAT THE
PRODUCT DOES
FOR ME:
HOW THE
PRODUCT MAKES
ME LOOK:
HOW THE BRAND
MAKES ME ...
MARKETING OBJECTIVES & STRATEGIES
Objectives:
To increase market share with the female millennial consumer segment by 5%
b...
COMMUNICATION OBJECTIVES & STRATEGIES
Objectives:
To convert 20% of Diet Coke brand loyalists into brand advocates (lovers...
COURTNEY
Courtney is an 18 year old senior in high
school that is patiently waiting to hear back
from the 8 colleges that ...
JACKIE
Jackie has just graduated college and is currently
pursuing a career in marketing communications
at a Fortune 500 c...
CREATIVEDIRECTION
49
CREATIVE BRIEF
MePower: A deep connection with internal strength
and understanding of its potential to open the door to
great possibiliti...
TOUCHPOINT MAP
53
CAMPAIGN TIMELINE
56
Throughout the Me Power campaign, Diet
Coke will be using a social influencer to relay
messages, inspiration, and practica...
SOCIAL INFLUENCER
58
CREATIVEEXECUTIONS
CAMPAIGN LAUNCH
On December 31st, Diet Coke will host
a MePower event in certain spot markets
that have a New Year’s Eve b...
MEPOWER MICROSITE
The MePower microsite will serve as the focal point of the campaign’s digital presence and will connect
...
WEBSERIES
From the microsite, consumers will be able to access the MePower web series entitled, “How to Adult”.
Because th...
The MePower campaign will use the current, established Diet Coke Facebook page. With over 2.5 million
likes, this is a gre...
Snapchat has had a meteoric rise in relevancy in the life of the millennial consumer. In order to capitalize
on the immedi...
With a user base of 200 million people, 53% of which are between the ages of 18 to 29, Instagram is
essential for reaching...
Twitter is extremely instrumental in creating dialogue with consumers. One way to spark these
conversations will be throug...
PINTEREST
A way to share interesting content relevant to the product is via Pinterest. Diet Coke will create various
theme...
BUZZFEED
Buzzfeed attracts 200 million visits per month, with 50% of those visits from the ages of 18-34. 60%
of their tra...
71
Blog posts created by Diet Coke’s brand
ambassadors will be featured on the microsite.
These brand ambassadors will post e...
Diet Coke will create a MePower Spotify account that will host a variety of playlists based on
empowerment. These playlist...
TheSkimm is a popular daily
email-newsletter that reaches
thousands of people in Diet
Coke’s target market. Diet
Coke will...
POWER POSE
Research has shown that body language can have a significant impact on how others perceive us, as well
as how we perceive ...
Because E-commerce is on the rise for the millennial market, utilizing the student promotions
offered by Amazon Prime will...
The #changesomething highlights the progressive, outward focus of the MePower campaign
and serves as a call to action towa...
MEDIAEVALUATION
OBJECTIVES:
Increase the exposure and reach of Diet Coke
through social media networks
Drive traffic to the MePower micros...
MEDIA OBJECTIVES & STRATEGIES
MEDIA FLOWCHART
SOCIAL MEDIA CALENDAR (WEEK 1)
guerilla marketing
sponsorships
social media
34%
11%
philanthropy
12%
pre-roll
16%
website
5%
contingency
5%
18%
BUDGET AL...
MEDIA EXPENDITURE
86
Pinterest
Number of followers and repins
Youtube
Number of followers of channel
Number of views
Sentiment of comments/resp...
The Skimm Newsletter Sponsorship
Measure open rate
Measure the click through rate to microsite or
webseries
Buzzfeed Spons...
WINTER OLYMPICS
To expand the MePower campaign even further,
we recommend sponsoring a large scale, target-
relevant event...
MEPOWER TOUR
One of the best ways to connect with
millennials is through the power of music. To
deepen this connection bet...
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
Diet Coke Advertising Campaign Booklet
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Diet Coke Advertising Campaign Booklet

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A comprehensive new strategy for appealing to millennials, as requested by the Diet Coke brand team in Atlanta, GA.

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Diet Coke Advertising Campaign Booklet

  1. 1. 3. Executive Summary 5.Th 9.Company History 11.Product E 17. Current Consumer 21.Consu 27.Focus Groups & Interviews Communication 41.Brand Essen Creative Direction 51. Concept 5 Executions 79. Media Evaluation
  2. 2. he Team 7.Situation Analysis Evaluation 15. Competitive Analysis umer Trends 23.Primary Research 35.SWOT 37.Marketing & nce 45.Consumer Profiles 47. 53.Touchpoint Map 59.Creative n 89. Future Recommendations
  3. 3. INTRODUCTION
  4. 4. EXECUTIVE SUMMARY A global powerhouse brand, Diet Coke has ruled the diet beverage category since nearly its very inception in the early 1980s. Its brand equity stems in part from its parent company’s vast portfolio of established soft drink brands, but also due to its crisp, distinctively refreshing taste. The brand has developed a highly loyal following over the past three decades, with the majority of its current sales stemming from the 35-54 year old female demographic. However, despite their long-standing relationship and even advocacy surrounding the brand, this target’s consumption has declined over recent years, often due to increasing health concerns. Enter millennials, a new generation of potential Diet Coke drinkers, with incredible buying power and equally demanding lifestyles. The brand has set its sights on demonstrating its relevance and gaining favor among this diverse yet ‘collective’ group of consumers. By their very nature, millennials are adventure seekers. Collectors of experiences. Challengers of convention. They’re always on the go, ever striving toward their self-defined versions of ‘success’ and happiness—whether it be roaming the country in a tiny house, delving into their local communities, starting a niche business or working their way across Europe.
  5. 5. 4 As a result, this generation is in constant need of fuel: physical, emotional, intellectual. Millennials’ seek validation, inspiration and encouragement at every turn. Herein lies the ‘fit’. Diet Coke has the chance to endear itself to this audience, to position itself as the perfect complement to their aspiring lifestyles. Powering them through their journey. The year-long MePower campaign stems from this point of empowerment, delivering not only the core message, but also a set of ‘useful’ yet entertaining and culturally relevant tools. Millennial influencer and organizer Erin Condren will serve as a brand ambassador, bringing her modern ‘How to Adult’ resources to the table. The campaign itself will challenge the generation to #startsomething, #trysomething, and #changesomething, across a robust collection of social media and digital platforms. And a strategic blend of brand experiences and promotional calls-to-action will drive engagement with these channels, capitalizing on and further driving “millennial momentum”.
  6. 6. With over 5 years experience in the food & beverage industry, two years in advertising working with The Sign Brothers and Young Electric, and a comprehensive internship with a San Diego design agency, Kyle was ready to taste the challenge of Diet Coke. His relentless attitude and passion for translating client desires managed to fuel a brilliant and diverse team. Account Manager KYLE LADRECH Although Emily follows a concerning number of celebrities on Instagram and Snapchat, she claims it necessary. And as an indispensable factor behind our campaign’s pivotal target market, the team needed her happy so we just let her do her thing. Her eclectic trend knowledge was further utilized in comprising the comprehensive research plan that inspired the campaign. Avid E News watcher. Self-proclaimed Guitar Hero. Diehard chocoholic. Religious pinterest-er. Brand Planner. After all those incredible things melted into one person, Haley applied her unique skill set to understanding consumer trends, reaching the right audience for our campaign, and redefining a brand’s already impressive strategies. Brand Planner Brand Planner EMILY BREISCH HALEY STAUFFER IMC Planner CHRISTEN BASKERVILLE When she’s not busy stuffing her face at The Place and Chick-Fil-A, you can find her playing The Sims or online shopping. Outside of her leisure time, she has held numerous leadership positions on campus while gaining relative work experience. Her experience in media planning, thanks to Dr. King and a summer internship at Mindshare Atlanta, has proven integral in placing the campaign’s creative.
  7. 7. Since her lifelong goal of becoming a Law and Order SVU detective fell through, Halle has been spending her time working as part of the campaign’s creative team. In addition to assisting in the creation of the campaign visuals, Halle acted as the group stenographer, meticulously recording every off-hand comment and idea. As the mastermind behind the campaign concept, Kevin’s countless creative strategies inspired many of the executions found in the following pages. Nevertheless, his sphere of influence did not end there. Kevin held court as the campaign’s resident Stars Wars expert, as well as personal DJ. Creative Director Creative Director HALLE STEELE KEVIN CREGGE When she’s not working in Indesign, our creative director, Alex, is constantly creating new websites, constructing social media, and learning professional football stats. Her mad photoshop skills and annoying attention to all design details have translated into many of the beautiful visuals seen throughout the campaign. Creative Director IMC Planner ALEX STROLLO KRISTIN MCFARLANE Based on her detail oriented perspective and logistics based skillset, Kristin was tasked as the teams IMC and consumer connections planner. She was responsible for wrangling the teams wildly creative and imaginative ideas and harnessing them into a cohesive, integrated media plan by drawing on past experiences, internships, and classes. 6
  8. 8. SITUATIONANALYSIS
  9. 9. COMPANY HISTORY
  10. 10. T he Coca-Cola Company began in 1886 when the soft drink Coca-Cola was first created. However, nearly 100 years later the company was looking to create a diet version of Coca-Cola as the demand for low calorie beverages rose. After two years of working on the new formula, Diet Coke was finally ready to be released in New York City in 1982. Diet Coke was positioned as a great-tasting soft drink that happened to have one calorie, rather than as a diet drink that tastes great. The drink emphasized sheer pleasure and great taste instead of becoming part of a monotonous diet regime. The first markets to try the new diet soda were New York, Jacksonville, San Diego, Minneapolis, Denver and Baltimore. Diet Coke was so popular in these test markets that in only two months the Diet Coke team was celebrating their amazing sales. Less than two years later at the end of 1983, Diet Coke was the number one diet soft drink in the United States. In 2010, Diet Coke became the second most popular soft drink in the country. The launch of Diet Coke was a huge success and helped The Coca-Cola Company kick off its innovation with the rest of the Coke line. Today The Coca-Cola Company is worth $179.9 billion and is the fourth most valuable brand in the world. “ 10 Diet Coke was positioned as a great-tasting soft drink that happened to have one calorie, rather than as a diet drink that tastes great.”
  11. 11. Diet Coke is known for being the first form of Coca-Cola without sugar and for having zero calories. It is positioned as a drink for those who value flavor first, with the added health benefits of lacking calories. It is one of the largest and most successful brands of the Coca-Cola Company, as it is the most popular calorie-free soft drink in America. Throughout the years, Diet Coke has introduced multiple flavors of the drink in select markets, including: Caffeine-Free Diet Coke, Diet Cherry Coke, Diet Coke with Lemon, Diet Vanilla Coke, Diet Coke with Lime, Diet Raspberry Coke, Diet Coke Sweetened with Splenda, Diet Coke Black Cherry Vanilla, Coca-Cola Light Sango, Diet Coke with Citrus Zest, Diet Coke Plus. Many of these versions were discontinued or are only used in certain markets globally. It is also worth noting that it is referred to as “Coca-Cola light” in some markets. Diet Coke has come under much controversy lately, as people are bringing up health concerns with the product. Research is being conducted on the negative effects of drinking the soda and issues with aspartame. Aspartame is one of the most intensively scrutinized food additives. With obesity and diabetes such a prevalent issue in the United States, Diet Coke as well as other diet soft drinks and soft drinks in general are facing scrutiny.
  12. 12. PRODUCT EVALUATION 12
  13. 13. PRICING & DISTRIBUTION 13 S izes range from 7.5 ounces to 2 liters. Diet Coke comes in cans, glass bottles, and plastic bottles. The general price for a 12-ounce Diet Coke is between $0.50 and $1.50, depending on location and retailer. Diet Coke has a wide distribution both globally and inside the United States. It is available in over 150 markets around the world. It can be purchased at supermarkets, convenience stores, restaurants, and vending machines. .50¢–$1.50 .99¢–$2.00 .99¢–$2.00 $1.50–$2.00
  14. 14. I n the past, Diet Coke has had several successful campaigns geared toward a younger female audience. In 2010, Diet Coke reached out to millennials through it’s “Stay Extraordinary” campaign. To connect with this younger audience, Diet Coke partnered with famous pop singer, Taylor Swift, and aired commercials during highly viewed shows like the Grammys. This campaign also successfully utilized print ads and events to connect with millennials. In February 2013, Diet Coke ran the “Share Your Heart” campaign for the 5th year, raising awareness for women’s heart health and education. Though this campaign only ran during February, it successfully raised awareness for heart health and women’s issues. With Diet Coke sales declining in 2016, Diet Coke reached out to the fashion forward female by creating the “It’s Mine” campaign. This campaign used all the popular media channels such as in store, print, out of home, digital, and social media. Centered around unique bottles, this campaign was focused around Diet Coke connecting with consumers on a more personal level. Parts of the “It’s Mine” campaign have connected with millennial mindsets, but as a whole has failed to resonate completely with the target audience. PROMOTION
  15. 15. While Diet Coke is the most popular drink in the diet soda industry, the brand does have noteworthy competitors. Some of their competitors even fall under the same parent brand. These sodas are caramel colored, low calorie substitutes of their parent brands. The obvious and most apparent competitor is Diet Pepsi. Diet Pepsi is marketed as a zero calorie and zero carbohydrate soda. Also under the PepsiCo brand is Pepsi Max, which is a low calorie and no sweetener alternative to Pepsi. Within The Coca-Cola Company, Coke Zero was introduced as an alternative to Coke that is marketed as having the same taste as its red can predecessor. Diet Dr. Pepper rounds out the diet soda competition and offers a sweet and low calorie alternative to Dr. Pepper. DIRECT COMPETITION
  16. 16. 16 Indirect competitors to Diet Coke are based on the consumer’s preference towards a healthier lifestyle. Increasingly people are now looking for alternatives to carbonated beverages. Because of this, Diet Coke and the diet soda industry are losing interests to the likes of bottled water, flavored water, sparkling water, and other low calorie drinks. In fact, the 12MM daily drinkers of Diet Coke are dropping at a rate of 7% YOY while the bottled water and flavored water market is steadily growing at 6.4% every year. By 2020, the projected sales growth is estimated to be at 34.7% and the sparkling segment to be at 75.1%. Leaders in this industry are Dasani, Vitamin Water, Crystal Light, and Perrier. INDIRECT COMPETITION
  17. 17. CURRENT CONSUMER 17
  18. 18. Diet Coke’s current consumers have been a constant throughout the product’s life cycle. Comprised primarily of women, the target’s age range spans across users in their mid-thirties up into those celebrating their 60th birthday. These well-educated women tend to be white and affluent, and drink Diet Coke on a daily basis. The two distinct behavioral profiles are that of the Survivors and the Upscale Explorers. Survivors rely on the caffeination of Diet Coke to recharge as they balance their busy lives. Overly stressed and pressured by the ceaseless progression of time, these women depend on the consistency of Diet Coke, which acts as an anchor within their on-the-go lifestyle. On the opposite end of the target market’s experience spectrum are the Upscale Explorers. Upscale Explorers use Diet Coke to supplement social activities. Members of this group enjoy eating out, seeking pleasant atmospheres in authentic restaurants to casually relax and connect. For these consumers, the product’s no-calorie offering is its main benefit, providing a guilt-free pairing for food and conversation as sparkling as the beverage. With a brand so entrenched in an older demographic, the shift to millennial advocacy must be convincing and complete. Diet Coke must show an avid interest in the wants and needs of the new target so as to create applicable messaging that encourages two-way dialogue between brand and consumer.
  19. 19. INFORMED CONSUMERS The non-alcoholic beverage industry has been forced to rapidly evolve to changing consumer preferences and behaviors. Today’s consumers are smarter and more health conscious than ever, and are demanding more from the products they purchase. Consumers are looking for products, which will either aid in weight management or that can fit into a lifelong wellness plan. Single-serve, low calorie, and sparkling beverages are seen as a more natural replacement to artificial soft drinks. Furthermore, consumers are preferential to natural, organic options, with easy to read labels which can be apart of a balanced nutritional plan. GROWING NUMBER OF ALTERNATIVE CHOICES The purchasing patterns of this new breed of consumer has led to a steady growth in alternative beverage categories such as sports drinks, energy drinks, teas, juices, sparkling and still water. Moreover, major players in the soda industry have invested in expanded product lines, which include these lighter options. These products are positioned as a healthy, exciting alternative to soft drinks, better suited to the consumers wellness goals. ADAPTING SOFT DRINKS TO A CHANGING MARKET In order to compete with the growth of indirect competitors, industry mainstays, like Coca-Cola and Pepsi, have experimented with reworking the formulas of their flagship brands. They have also added a wide array of customizable flavors and options, with a special emphasis placed on low or no calorie beverages. Moreover, in an effort to ease worries about the high calorie count of soda, soft drinks are being packaged in smaller containers, to aid in portion
  20. 20. INDUSTRY TRENDS 20
  21. 21. 21 CONSUMER TRENDS
  22. 22. STATUS TESTS Over the past several years experiential marketing has introduced a new level of competition occupied by brands eager to impress. However, despite the creative ingenuity involved with reaching consumers in new, often physical ways, these brands are missing one huge societal truth — most consumers want status more than the products themselves. In a valiant attempt to promote their brands by going to great lengths to impress, these companies are often actually digging deeper into the “friend zone” rather than attracting the customer’s true desires, thereby lowering status. Experienced consumers have become accustomed to these attempts and know that the best brands are beginning to require more out of their buyers. Hence, the future of great branding relies on status tests that require consumers to prove their worth, not brands proving themselves to consumers. CONTEXTUAL OMNIPRESENCE Relevant to status tests is the notion of contextual omnipresence, or being everywhere a customer needs you to be at the appropriate time. The key difference between overreaching brands that inspired status testing and this concept lies in the word contextual. Rather than being everywhere possible because they can, the smartest brands just “happen” upon the right situation to reach out. Imagine booking a hotel room only to arrive realizing you forgot your most impressive black mini skirt, but wait...is that a Pimkie mini fashion bar in your closet? Yes, it is. Now you love Pimkie after the confidence boost it awarded you at that pivotal meeting where you nailed your presentation and left everyone speechless. You might even consider grabbing those brown suede boots for the afterparty.
  23. 23. PRIMARYRESEARCH
  24. 24. OBJECTIVES To determine the lifestyle and preferences of Diet Coke’s new target market To understand how successful brands are reaching millennials through digital campaigns To gauge the level of Diet Coke drinkers’ involvement with the brand For those who considered themselves brand loyalists, to gain insight on how Diet Coke can be an even bigger part of their lives METHODOLOGIES Interviews: In-depth interviews were conducted with millennial consumers comprising of non-drinkers, occasional drinkers, and loyalists Uncovered the important differences between occasional drinkers and loyalists Led to a better understanding of millennial brand loyalist’s lifestyles Allowed for an open dialogue about Diet Coke, millennial lifestyles, and how they can come together Focus Groups: Focus groups were conducted with 3 to 7 millennial consumers in each group comprising of non-drinkers, occasional drinkers, and loyalists Gave participants an opportunity to answer questions through drawing and expressing themselves on paper creatively Learned about Diet Coke drinkers’ lifestyles, consumption levels, and social media habits Determined that focusing on Diet Coke loyalists initially was the best way to increase brand engagement with millennials
  25. 25. OBJECTIVES & METHODOLOGIES 26
  26. 26. FOCUS GROUPS & INTERVIEWS Our loyalists desire more connection from the brand of Diet Coke, despite a healthy relationship with the product Despite the many health concerns, taste is the paramount attributing factor behind reoccurring purchases
  27. 27. Discovered that millennial Diet Coke loyalists do not feel personally connected to the brand Millennial consumers are heavy users of social media and enjoy following brands that they can relate to on a deeper level Uncovered how important it is for brands to donate and align with a cause that makes them seem genuine Determined that millennial Diet Coke drinkers drink Diet Coke for the delicious light taste and not necessarily for the low calorie benefits Led to an understanding of how Diet Coke loyalists began consuming the beverage through familial relationships 1. 2. 3. 4. 5. KEY FINDINGS
  28. 28. “Diet Coke would be a middle aged soccer mom that was always there when you need her to be. She’s the president of the PTA, stylish, and classy.” I love brands that are dependable and also have some sort of status to them. They add entertainment to my life.” “I follow my favorite brands on Instagram and Twitter. I like to get updates on sales and new products coming out. I always tweet positive things to the brands that I like. I think it’s always great when brands take the time to tweet at you as well.” When I think about why I love Diet Coke, it’s never been about the fact that it is diet. It’s about the taste. It’s lighter and less syrupy.” “I like to buy brands that give back. It helps me feel more connected to the brand. I also feel better about purchasing it.” “ “
  29. 29. INSIGHTS 30
  30. 30. According to a survey based on results from over one hundred respondents, with 84% being white and 90% being female, general brand, social media, and beverage consumption preference served to ground further research. Notable information includes: Millennial brand preference: Top platforms: Millennials that follow brands on social media: SURVEY DATA 35% 23% 10% 9% 43% 97% 95% 57% 23% 90% *The majority of participants (47%) are most likely to interact with a brand in person—seeing and being able to interact with it; however, a large number (36%) did respond that they interact with brands online or in a public forum like social media
  31. 31. Key factors to beverage preference: Millennial Diet Coke consumption: Taste 53% Nutrition 20% Hydration 17% Millennial soft drink consumption: Sometimes 30% Never 58% Always 12% Sometimes 21% Never 65% Always 14% *Percentage of millennials that drink Diet Coke based off 42% of participants who claimed to at least sometimes consume soft drinks
  32. 32. INSIDE THE MIND OF THE MILLENNIAL HAPPINESS Success, new experiences, spending time with family and friends, collaborating, creating INSPIRATION Powerful women, opportunities to grow, success stories, talking to people, making a difference HOPES Achievements, love myself, form quality relationships, purposeful life, develop my mind “I’m happiest when I experience something new and realize my life will never be the same.” “My inspiration comes from successful women that had fewer opportunities than myself.” “In the future I hope to live well and be a positive representation of my generation.” A broad, free thinking exercise was conducted in order to root out the genuine essence of the millennial generation. The exercise centered around a few enigmatic but revealing questions aimed at uncovering the authentic position of millennial motivations, inspirations, interactions, and feelings. The results depicted are direct admissions to these questions.
  33. 33. VALIDATION Comments on social media, words of kindness, praise, seeing my success, results, feeling good FEARS Expectations, graduating, aging, job searching, lack of connectivity, no plan or structure, falling short of my potential GOALS Become financially independent, become an integral part of my work environment, have a family, inspire others, impact my community “I get validation when I share a special memory and get positive reactions on Facebook.” “I fear that I won’t be able to make the most of my life—not accomplishing all that I was meant to.” “I want to become someone that is going places with my own ideas.” Results revealed, among other things, a generation that is emphatically positive, forward thinking, and able to simultaneously focus inward and on the world around them. In an increasingly competitive and overwhelming environment, these individuals have adapted by expecting more from themselves both professionally and personally. 34
  34. 34. Strengths Opportunities O SLeader in diet soda category, established brand name and equity Enjoys strong associations with its global parent Coca-Cola Company, a well-loved soda brand Strong brand celebrity advocate—Taylor Swift Recent package redesign efforts have resonated well across all audiences Although they do not consume nearly the volume of the brand’s older demographic, millennials do account for some current product sales — and there is the opportunity to transform occasional users into frequent and/or heavier users The Diet Coke’s core ‘aspirational’ nature aligns perfectly with the millennial mindset of achievement and self-actualization Transmedia storytelling and online platforms offer the brand limitless & cost-effective occasions for reaching and engaging with millennials The distinct segment of millennials who are already loyal to Diet Coke are open to not only connecting with brand, but promoting it on various platforms SWOT ANALYSIS
  35. 35. Weaknesses Threats T W The bulk of current brand loyalists fall within the 35–54 target audience To date, the brand has been viewed as lacking a signature, relatable persona Brand lacks consistent presence and voice across social media channels Product contains artificial sweetener, aspartame, which has been associated with possible health risks Category sales are slowly declining because millennials are more health conscious and prefer non-cola beverages Millennials relate more strongly to the Coca-Cola Red Can brand image, its positioning and marketing efforts Other soft drink competitors have stronger brand presence and appeal to larger demographics (millennials and men)
  36. 36. MARKETING&COMMUNICATION
  37. 37. The Diet Coke experience currently revolves mostly around the amazing taste of the product. Diet Coke drinkers are extremely loyal and cannot last a day without their favorite light soda. As a part of The Coca-Cola Company, Diet Coke automatically comes with the light-hearted nature of the parent brand. However, Diet Coke is so much more than just simply a diet version of the traditional Coca-Cola. It’s a comforting bubbly refreshment that brings about a relationship with it’s drinkers. Underscoring the brand’s effervescent personality is the product’s inherent femininity which has been a highlight of the brand’s promotional history.
  38. 38. BRAND EXPERIENCE 40
  39. 39. BRAND PERSONALITYFACTS & SYMBOLS Luxurious Tasteful Feminine Refreshing Strong Fearless America Taylor Swift Red, black, silver Curved bottle Calligraphic logo “Diet” Remind consumers why they love DC Re-build the daily routine (snacking occasion) Give consumers new ways to expe- rience the brand BRAND MANTRA IMPERATIVES Diet Coke is an indispensable part of my daily life that brings out my inner strength
  40. 40. BRAND ESSENCE DESCRIBING THE PRODUCT: WHAT THE PRODUCT DOES FOR ME: HOW THE PRODUCT MAKES ME LOOK: HOW THE BRAND MAKES ME FEEL: Quality, feminine, habitual, treat, uplifting, bubbly Energizes, satisfies, rewards, motivates Trendy, responsible, mature, ambitious, goal-oriented Recharged, empowered, fearless, included
  41. 41. MARKETING OBJECTIVES & STRATEGIES Objectives: To increase market share with the female millennial consumer segment by 5% by December 2017 To increase millennial sales of Diet Coke by 10% by December 2017 (in our test markets) To increase ecommerce sales by 10% by December 2017 Strategies: In order to appeal to the consumer and further increase sales, a new Diet Coke can design will be implemented to attract the millennial market Create new online channels for customers to purchase the product Execute experiential marketing activations in spot markets so that consumers can physically interact with the brand and product 43
  42. 42. COMMUNICATION OBJECTIVES & STRATEGIES Objectives: To convert 20% of Diet Coke brand loyalists into brand advocates (lovers who actively promote the product, especially through social media) To develop Diet Coke’s image from mature, cold entity friend that understands their busy lifestyles To create a conversation between the brand and female millennial consumers Strategies: Consistently using the campaign concept throughout all tactics Through social media, Diet Coke will be able to create a two way conversation between it’s audience by creating relatable content and reaching out to those who utilize the 3 core hashtags that align with the campaign The new campaign will generate media attention and positive PR, improving brand awareness among millennials and increasing sales Blog posts from brand advocates, YouTube videos from Erin Condren on “How to Adult”, and a philanthropy contest will drive traffic to the campaign microsite, allowing for millennials to better connect with the brand
  43. 43. COURTNEY Courtney is an 18 year old senior in high school that is patiently waiting to hear back from the 8 colleges that she has applied to. She lives in an upscale suburb of Nashville and strives for excellence in everything that she takes on. She is the student body president, a member of Habitat for Humanity, and plays on the basketball team. With so much on her plate, she has still maintained a 3.9 GPA. She can’t wait to graduate so that she can start her college journey because this means that she is one step closer to being an orthopedic surgeon. Just like her peers, her phone is her lifeline. She uses it to stream music, catch the latest news updates (that includes pop news), and to keep up with her friends. CONSUMER PROFILES
  44. 44. JACKIE Jackie has just graduated college and is currently pursuing a career in marketing communications at a Fortune 500 company. Thanks to her past summer internship, she secured a full time position back in August of her senior year and is now patiently waiting to start. She’s nervous but still extremely excited to meet her new co- workers and start building relationships. Until her job starts, she is planning on making the most of her time off by taking a two week trip to Europe with her best friends to explore other cultures. They will be documenting the whole trip on video so that they can upload to their social media accounts and share their escapades. 46
  45. 45. CREATIVEDIRECTION
  46. 46. 49
  47. 47. CREATIVE BRIEF
  48. 48. MePower: A deep connection with internal strength and understanding of its potential to open the door to great possibilities. Diet Coke fuels my confidence; it’s basically my best friend. MePower is exploring your untapped ability and connecting with your inner strength to open new doors. The MePower Campaign is all about linking female millennial loyalists together and empowering them to use their unique abilities in order to unleash their potential and achieve their goals. Diet Coke is the catalyst that sparks the ambitions that they have had all along. In order to open new doors to our millennial audience, we will release three themes in the form of hashtags to more accurately connect with them. CONCEPT #trysomething Because Diet Coke is the catalyst that sparks the adventurous ambitions of our fans, this theme is all about nudging them off the edge of premeditation and into their previously intangible aspirations. 51 #startsomething MePower Campaign is all about linking millennial loyalists together and inspiring them to use their unique abilities in order to unleash their potential and achieve their goals. This theme will associate Diet Coke with a tool for enabling veiled passions. #changesomething Part of inner strength is the will to change what doesn’t promote community wellness. Now that Diet Coke and our loyalists are an exclusive power team, this theme provides the opportunity to make a philanthropic impact on relevant issues.
  49. 49. TOUCHPOINT MAP 53
  50. 50. CAMPAIGN TIMELINE 56
  51. 51. Throughout the Me Power campaign, Diet Coke will be using a social influencer to relay messages, inspiration, and practical tips to our target market. Erin Condren is the CEO and Founder of her $10 million paper planner empire that has become a staple in many busy lives. Her best selling item is her “Life Planner” that helps its owners organize their everyday tasks, to do lists, and important dates. Erin is the perfect fit for the campaign due to her cult following on social media sites such as Pinterest and Youtube. She possesses a well trusted brand that the target market will identify with. There will also be a special partnership and Limited Edition Ruby and Pearl Life Planner available for the duration of the campaign. Throughout the calendar year, she will be the face of the “How to Adult” webseries, as well as multiple Twitter takeovers where followers can ask her for wisdom and advice.
  52. 52. SOCIAL INFLUENCER 58
  53. 53. CREATIVEEXECUTIONS
  54. 54. CAMPAIGN LAUNCH On December 31st, Diet Coke will host a MePower event in certain spot markets that have a New Year’s Eve ball drop. Brand ambassadors and their teams will be handing out biodegradable pearl and ruby balloons and Diet Cokes to attendees. People with balloons will write their New Year’s resolution on the side of the balloon along with one of the three hashtags. At midnight when the ball drops, the balloons will be released. People will be encouraged to post pictures with their balloons on social media while tagging Diet Coke. As the campaign progresses, Diet Coke ambassadors would be able to pick out certain people on social media that are continuing with their resolutions and in return give them a code to enter in an area of the microsite. After inputting the code along with a brief description of their resolution they will receive a unique gift to help them along with their goal. This will be carried through the month of January and will open a line of communication with consumers willing to interact with the brand. 61
  55. 55. MEPOWER MICROSITE The MePower microsite will serve as the focal point of the campaign’s digital presence and will connect visitors to all media channels. The website will host a variety of content including blog posts, information about the brand ambassador program, the “How to Adult” web series, and links to all the brand’s social media accounts. Content will be united under the three campaign hashtags: #startsomething, #changesomething, #trysomething.There will also be information for those who want to get involved in the future, as well as opportunities to become a brand ambassador. The microsite will become the activating force behind the campaign, and connect the various media tactics used.
  56. 56. WEBSERIES From the microsite, consumers will be able to access the MePower web series entitled, “How to Adult”. Because the target market encompasses driven young women that are at the beginning stages of their careers, this is a perfect way for Diet Coke to be a part of reaching their goals. This web series will break down important topics that are a part of the process of becoming an independent adult and will be housed on Diet Coke’s YouTube account. Viewers will receive various tips like how to maintain a good credit score, how to negotiate a salary, how to find the perfect place to live, and how to buy a first car. Instead of receiving this crucial wisdom from a peer, the well seasoned, adult influencer and entrepreneur, Erin Condren, will be relaying the information in a fun yet informative way. 64
  57. 57. The MePower campaign will use the current, established Diet Coke Facebook page. With over 2.5 million likes, this is a great platform to spread the word about the MePower campaign to the targeted audience using their EdgeRank platform. The Facebook page will link back to the microsite and feature many of the same visuals posted on Instagram. This integration of content from alternate social media will ensure the campaign is visually and thematically consistent across all platforms. Content on this platform will consist of updates about the campaign, as well as information about Diet Coke events held nationally and locally. FACEBOOK
  58. 58. Snapchat has had a meteoric rise in relevancy in the life of the millennial consumer. In order to capitalize on the immediate and candid nature of the medium, the MePower campaign will utilize Snapchat in multiple ways. First, MePower will create a Diet Coke account where it will post behind the scenes videos and exclusive campaign visuals. Additionally, MePower will create a sponsored Diet Coke LiveStory. This is where Snapchat users will submit pictures using a Diet Coke filter or geotag, which are then shown on the LiveStory. The geotags and filters will incorporate the ideals of MePower campaign by including elements of the Power Pose and related hashtags. By using different methods of connecting with the target audience within a single social network, the campaign ensures both visibility and engagement. SNAPCHAT
  59. 59. With a user base of 200 million people, 53% of which are between the ages of 18 to 29, Instagram is essential for reaching the millennial audience, and is an ideal platform for this campaign. The account will feature original content produced by the MePower team, primarily focused on engaging consumers in real time. Original content will be united under the larger MePower narrative, and will be stylistically consistent across all campaign platforms. Using the hashtags, consumers will post pictures linked to the campaign and Diet Coke will then repost examples that embody the hashtag and brand. This will connect consumers with the brand and aid in converting these loyal consumers into brand advocates. An equal focus on consumer and campaign visuals will create an engaging visual dialogue and underscore the collaborative nature of the campaign. INSTAGRAM
  60. 60. Twitter is extremely instrumental in creating dialogue with consumers. One way to spark these conversations will be through posing questions, such as “What does MePower mean to you?” and then retweeting answers that fit the MePower campaign’s philosophy. Another interesting way to create conversation is through Twitter takeovers. By having successful, powerful, and influential people take control of the account it will interest the consumers and create relevant, meaningful dialogue. TWITTER 68
  61. 61. PINTEREST A way to share interesting content relevant to the product is via Pinterest. Diet Coke will create various themed boards, containing recipes, DIY activities, and other elements connecting to the campaign. For example, food boards could contain fun recipe ideas using Diet Coke, or just pairing food options with Diet Coke. The DIY board would show how crafty consumers have innovatively repurposed their bottles to use in new ways, or decoratively in their homes. From lamps to soap dispensers, a variety of tutorials and how to projects will be featured on this board. Pinterest is a great platform to show how Diet Coke fits into consumers daily lives. 69
  62. 62. BUZZFEED Buzzfeed attracts 200 million visits per month, with 50% of those visits from the ages of 18-34. 60% of their traffic is through mobile, meaning this would be a great way to connect with the target on their cellular devices. Diet Coke will collaborate with Buzzfeed’s in-house advertising team to produce branded content on their website. This collaboration team will make quizzes, videos, and articles that align with the MePower campaign. The objective is to use the hashtags throughout this original content to encourage viewers to reach their goals and have Diet Coke be a part of their journey.
  63. 63. 71
  64. 64. Blog posts created by Diet Coke’s brand ambassadors will be featured on the microsite. These brand ambassadors will post either individually or collaboratively about Diet Coke, their experiences in selected target markets, or campaign sponsored events. Content will be united through an underlying message emphasizing empowerment and positivity. Moreover, posts will relate back to the three main pillars of the campaign: start something, try something, and change something. Brand ambassadors will be able to communicate with consumers through social media and post highlighted blogs featuring idealistic, loyal consumers embodying MePower or activities and events that go along with the empowering movement supporting the campaign. Additionally there will be opportunities for public figures to create blog posts. These public figures would include accomplished executives, like Erin Condren, who have started their own business and feel connected to the millennial mindset of goals and accomplishments. For instance, a blog post from someone who has just recently backpacked the Appalachian Trail (#trysomething) or who spent two years teaching in a foreign country (#changesomething). The ultimate goal of these diverse blog posts is to be as interactive as possible with consumers and engage them on a relevant level. BLOGS
  65. 65. Diet Coke will create a MePower Spotify account that will host a variety of playlists based on empowerment. These playlists will reflect the different moods and lifestyles of millennials. It will be accessible through Spotify and will also be displayed on the microsite. The list will include Office Hours, Commuting Home, Road Trippin, Get Your Workout On, Songs of the Summer, and Dinner Party. SPOTIFY
  66. 66. TheSkimm is a popular daily email-newsletter that reaches thousands of people in Diet Coke’s target market. Diet Coke will sponsor TheSkimm once a month for 6 months throughout the campaign. This will include six appearances in the newsletter in the form of a custom Skimm logo featuring Diet Coke as well as a brief mention of the campaign at the bottom of the newsletter. The section at the bottom of the article will be titled “How to Adult”, with a small excerpt of the tip of the day as well as a link to the specific episode in the webseries. This will seamlessly integrate the MePower campaign with the newsletter, while also highlighting Diet Coke’s exclusive content. THE SKIMM
  67. 67. POWER POSE
  68. 68. Research has shown that body language can have a significant impact on how others perceive us, as well as how we perceive ourselves. Amy Cuddy, a social psychologist professor at Harvard Business School, has coined the term “power pose” as a high power pose that animals and humans alike do in order to show strength, confidence, authority. By doing these high power poses for two minutes, the person’s body chemistry will change and will be more open to handling stressful situations in a positive way. This is due to the rise in testosterone and cortisol. Because this campaign is all about empowerment, Diet Coke will be placing Power Pose Stations in certain spot markets where consumers can stop by, do their best power pose, and receive a free Diet Coke. These stations will be placed at bus stops, subway stations, and other public places that have heavy foot traffic. Each station will be branded with the Diet Coke logo and equipped with a camera, video screen, and moving visuals. Consumers will be prompted to step in front of the screen and will be shown power poses that they can reenact. They will then pose for their own picture and have the option to email their photo to themselves and even share via social media. It will then end in a free coupon for Diet Coke. This is a great way to create shareable content as well as get the product in consumers hands. 76
  69. 69. Because E-commerce is on the rise for the millennial market, utilizing the student promotions offered by Amazon Prime will allow access to the target audience where they are already present and active. Specifically, Amazon offers Prime memberships to college students for free and at a discounted price thereafter. Creating a Dash Button will be a great way to encourage loyal consumers to always keep Diet Coke on hand. The Amazon Dash Button is a small, handheld device which was created to ensure that Amazon Prime users never run out of essential household products. Using a Wi-Fi connection, each button is paired with a specific product that the user can select on Amazon. com. When Prime members are running low on the product, they simply click their Dash Button and a notification is sent to their Apple or Android phone through the Amazon app. In order to avoid repeat purchases, the button only responds to one click until the products have been delivered. Users can cancel their order at any time before the product is shipped, making the Dash Button a flexible and convenient shopping option. AMAZON DASH
  70. 70. The #changesomething highlights the progressive, outward focus of the MePower campaign and serves as a call to action towards personal, professional, and local improvement. The #changesomething charity vote will provide an opportunity for Diet Coke drinkers to impact their community in an immediate, tangible fashion. Various philanthropic organizations will submit videos describing the essence and purpose of their cause. Each brand ambassador will choose two exemplary videos, carefully considering each video’s social media presence, creativity, philanthropic empowerment, and relevance to the MePower campaign. Out of all the charities selected by the ambassadors, the Diet Coke MePower team will narrow the selection and pick the final five to be featured on the microsite, which will include a short bio, link to their video, and an explanation of all the amazing things they are doing. Visitors to the microsite will then have the opportunity to vote on their favorite finalist. At the end of two months, after fans have voted on the charity of their choice, the winner will be given a $10,000 cash prize. Starting in February 2017, there will be five new charities up for vote every other month. By allowing consumers to choose which causes Diet Coke will be supporting and allowing them to have a direct say in the matter, consumers will feel their voices are being heard and that Diet Coke is genuinely aligning with a relevant, meaningful cause. #CHANGESOMETHING CHARITY VOTE
  71. 71. MEDIAEVALUATION
  72. 72. OBJECTIVES: Increase the exposure and reach of Diet Coke through social media networks Drive traffic to the MePower microsite through call to actions on Facebook, Twitter, Instagram, Youtube, and Pinterest Increase followers and subscribers by 30% on each social media platform Have a total of 500 million content engagements across all social media platforms (likes shares, views, subscribers, pins, retweets, favorites) by the end of the campaign in December 2017) STRATEGIES: Sponsored content with popular millennial websites will create awareness of the campaign through unique and native advertising Social media platforms will focus on creating conversation about the MePower campaign and its hashtags while also driving traffic to the microsite Original content will be informative, creative, and inspirational in order to encourage consumers to be self confident, spontaneous, and impactful The Charity Vote will connect consumers to the brand by showing Diet Coke’s investment in the community Innovative guerilla marketing tactics will create buzz and chatter on social media sites 81
  73. 73. MEDIA OBJECTIVES & STRATEGIES
  74. 74. MEDIA FLOWCHART
  75. 75. SOCIAL MEDIA CALENDAR (WEEK 1)
  76. 76. guerilla marketing sponsorships social media 34% 11% philanthropy 12% pre-roll 16% website 5% contingency 5% 18% BUDGET ALLOCATION
  77. 77. MEDIA EXPENDITURE 86
  78. 78. Pinterest Number of followers and repins Youtube Number of followers of channel Number of views Sentiment of comments/responses of consumers to the videos Facebook Track additional followers of page Measure likes and shares on posts Track hashtag (specifically millennial usage of it) Twitter Measure numbers of followers of account, favorites on posts, and retweets Track dialogue/conversations Measure hashtag usage Instagram Measure numbers of followers of account, likes on posts, and reposts Snapchat Number of friends Number of views on stories Track live stories, use of geotags EVALUATION
  79. 79. The Skimm Newsletter Sponsorship Measure open rate Measure the click through rate to microsite or webseries Buzzfeed Sponsored Content Track number of shares, likes, views, and comments Measure number of unique visits Charity Vote Total the number of submissions Track the views on each submission’s video Display Advertisements Measure impressions Measure the click through rate Microsite Track website traffic to see total number of visitors on-site Measure unique and repeat visits Track traffic sources Guerilla marketing Shares on social media specifically related to or in response to events Content/Campaign Evaluate positive consumer sentiment and receptiveness to brand and campaign Track sales Measure ROI of campaign Estimate the number of brand loyalists converted into brand advocates 88
  80. 80. WINTER OLYMPICS To expand the MePower campaign even further, we recommend sponsoring a large scale, target- relevant event, like the 2018 Winter Olympics. The Olympic games is the perfect platform for the MePower campaign because it celebrates ambition, dedication, perseverance, and ultimately self empowerment. The relationship between Diet Coke and qualified olympians will be highlighted through commercials, exclusive digital content, and other various traditional media that will run throughout the Winter Olympics and provide an ideal example for all millennials. Introducing traditional media into the mix would enable the campaign to reach a wider scope and validate any online ambiguity. FUTURE RECOMMENDATIONS
  81. 81. MEPOWER TOUR One of the best ways to connect with millennials is through the power of music. To deepen this connection between Diet Coke and the target demographic, the MePower campaign could sponsor a music series such as a MePower Tour. The MePower Tour will feature female artists who personally and artistically align with the MePower sentiment. Fans will have the opportunity to interact with celebrity role models and connect according to the hashtags they identify with most. The accented MePower hashtags will serve to unite the event with Diet Coke’s established campaign. With these events Diet Coke will inspire, motivate, and reward enthusiasts for efforts to embrace their inner MePower. 90

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