Coca Cola Diet Coke Black Cherry Vanilla by Interbrand Advertisement Agency - Case Study Example

SGA1235 – Business Communication Skills Assessment 3 – Report on Creative Brief Students 1. 2. 3. Coca cola ‘Diet Coke Black Cherry Vanilla’ by Interbrand Advertisement Agency Client: Coca cola by Jim Schendiler Executive summary In May, 1886, Coca Cola was created by Doctor John Pemberton a pharmacist from Atlanta, Georgia. The Coca Cola formula was concocted in a three legged brass kettle found in his backyard. John Pemberton's bookkeeper Frank Robinson suggested the name of the product to be Coca Cola. Being a bookkeeper, Frank Robinson also had exceptional penmanship. It was he who first scripted "Coca Cola" which has become the famous logo of today. Diet Coke Black Cherry vanilla was introduced in the market in the year 2006 by the Coca Cola Company in USA. It is packaged in a 20-ounce, 2 litres and a 12 pack can form. This soda is available for sale in USA. This year the company is launching anew flavour of the Diet Coke called Diet Coke Black Cherry vanilla. Thinking about the new advantages of the Diet Coke Black Cherry vanilla, Smart Inc. developed an advertisement campaign for this product. The target market is both old and young people. Based on a consumer-oriented creative appeal, two types of media were chosen – road show and a type of guerrilla marketing. For guerrilla marketing, Billboard advertisement and prints on various bags. Billboard photographed with cans and indicating the advantages of Diet Coke Black Cherry vanilla will be displayed on twenty different spots of a popular shopping centre and road junctions, labelled bags with Diet Coke Black Cherry vanilla can will be given as free gift for every can of Diet Coke Black Cherry vanilla bought as a way attracting targeted consumers in an unexpected place. The budgetary requirements were analysed and a time schedule was set. A comparison with the competitor’s ad was made, showing why our advertisement will have a better result on the target audience. Table of Contents Table of Contents 2 6Objectives 5 1 Introduction 1.1 Authorisation and purpose The present report was request by Coca Cola Company USA, for one of the flavours of Diet Coke by Jim Schendiler, on December 2011. Its purpose is to give ideas for a new advertisement campaign for the new Diet Coke Black Cherry Vanilla. 1.2 Limitations Due to the limited time given to the elaboration of the present report, some of the budgetary requirements were only roughly researched. Other options could have been included if we have had more time. 1.3 Scope The present report includes a brief summary of the product Diet Coke Black Cherry Vanilla, its background and the objectives of the marketing campaign. It also has an analysis of the designed advertisements chosen for the campaign, including analysis of the target audience, the central idea, the types of media and budgetary requirements & time schedule for it. Some recommendations are also given at the end. 1.4 Methods A widespread research was made through coca cola company USA website to gather as much information as possible about the product background. Looking at the new merits of the product, we thought of a way to differ this Diet Coke from other flavours to create the desire of tasting it on the target audience. A local billboard advertisement company and bag printing company were consulted so we could have the real figures for our chosen media. The market price of a billboard and printed bags were part of the research. 2 Agency Interbrand advertisement agency that started its operation in 1974. It’s world’s foremost and creative branding agency for reaching modern consumers, with experts in brand strategy, advertising, digital branding management design and valuation services. It is located in different areas in USA and it’s headquarter is in New York. It has more than 35 offices. It serves various industries, such as automotive, consumer products, energy, utilities, financial services, food and beverages, government, healthcare and sciences, hospitality, travel and leisure, media and publishing, non-profit and organizations, professional services, retail, sports and entertainment, and telecommunications. 3 Client Coca Cola, USA 4 Product New diet Coke black cherry vanilla 5 Background Diet Coke Black Cherry Vanilla was introduced in the market in January 2006 by The Coca-Cola Company in United States. This was blended by aspartame and acesulfame potassium to sweeten and was marketed as part of the Diet Coke family. It was supplied in 20-ounce, 2-liter, and 12-pack can forms. The release of this product in the market matched with the phasing out of vanilla Coke and its diet counterpart in other parts especially North America and the rechristening of Cherry Coke as Coca-Cola Cherry. In Canada the Diet Coke Black Cherry Vanilla was launched as Coke Zero Black Cherry Vanilla. Generally history of Diet Coke can be traced back since 1982 when it was introduced becoming the largest-selling low-calorie soft drink in America. In 1986 Diet Cherry Coke was introduced in American markets and later in 1994 it changed it logo while Diet Cherry Coke changed its logo in 1999.Later in early 2001 and 2002 Diet Coke with Lemon and Diet Vanilla Coke were introduced while Diet Coke and Diet Cherry Coke changed logo. In 2004 Diet Coke with lime was introduced after Diet Coke with lemon changed logo. Immediately after Diet Coke sweetened with Splenda is introduced in the market. It was after this that Diet Coke Black Cherry Vanilla was introduced in January 2006. 6 Objectives The main aim of the creative brief was to present a new idea for the Diet Coke Black Cherry Vanilla advertisement campaign. Based on what the new product has to offer and on studies of the target market, two different types of media were chosen. The main idea was to inform, through both media’s, about the new Diet Coke flavour , presenting the benefit of a guaranteed flavour mix that will allow the consumer to know exactly what flavour comes next. 7 Design Advertisement Guerrilla Marketing i.e. Billboard advertisement with two Diet Coke cans and advantages of the flavour while prints on bags printed “Diet Coke Black Cherry vanilla” on one side. 7.1 Target Audience The aimed target audience for the Billboard is young people (between 12-50 years old) that are using road as most popular mode of transport, that are walking on the streets or even young drivers that will happen to drive behind or alongside a bus. The advertisement package also includes side and rear bus stickers, which will increase the number of people that will be able to see the advert. The chosen points for positioning the Billboards are the most strategic road junctions and valleys by the road. That will also increase the effectiveness and the range of the advertisement. The twenty Billboards will be positioned strategically in twenty different popular shopping centres and road junctions. Young people are frequently going to markets to buy items, watch movies or meet friends. Even older people, parents and friends will be able to see the Billboards and this will work as a mouth to mouth type of advertisement as well. 7.2 Central Idea The main idea of the billboard advertisement is to inform the target audience about the new Diet Coke flavour and the new technology that allows the consumer to know exactly which flavour comes next. We believe that this is what differentiates the New Diet Coke Black Cherry Vanilla from the other flavours of Diet Coke and is what will tease the consumers and persuade them to try the new product. The central idea of the guerrilla marketing is to arouse people’s curiosity and to call for their attention. The colourful Billboards will inform about the new Diet Coke and will also allow people take their time staring hence creating a lasting impression on the consumers. As people will have a look on the strategically positioned Billboards, they will be able to identify the new flavour. 7.3 Message/ Theme The massage being sent through the advertisement is “new Diet Coke Black Cherry Vanilla brought to you”. This message will tell the consumers that they will be able to enjoy a new flavour of Diet Coke by just purchasing Black Cherry Vanilla. This guerrilla marketing is trying to alert the consumers about the new flavour in the market which might become their favourite. 7.4 Creative Appeal In order to provoke the desired response from the target audience, the chosen creative appeal was a consumer-oriented appeal which emphasises on the usage benefits of the new product. With the new Diet Coke Black Cherry Vanilla, the consumer will not only be able to try a new flavour but also be able to maintain customer loyalty. 7.5 Media Billboard is a commonly used form of advertisement. Nowadays people are spending less and less time at home and the advertisers must follow this tendency and create new ways of reaching a target audience with a message. For the present product, the target audience is an active group, most likely to see about the new Diet Coke on the streets than at home. Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. Thinking about our young and active target audience, Billboards will be positioned in busy shopping centres and road junctions. Each Billboard will have two cans of the new flavour, so people can decide to try it. Every time someone drives or walks in town or along the road junction he will get a chance to see it. 7.6 Legal/ethical considerations identified In this campaign, no legal or ethical issues were acknowledged. 7.7 Budgetary Requirements & Time Schedule Billboard Advertisement: Resources Duration Estimated Cost Design of Advert Creative team rate 3 weeks $5000 Production of Stickers 2weeks $1,500 + GST = 1,700 5 month Billboard display 5 months 5 x $ 2,000 = $10,000 + GST = 11,200 Agency Commission --- $2,000 Total Price --- $ 19,900 Bag prints Advertisement: Resources Duration Estimated Cost Bag supplier --- $ 15,000 Casual Printing service 3 weeks $ 10,000 Sales project 8 weeks $ 1200.00 Total Price --- $ 26,200.00 7.8 Competitor’s Product The current out of home campaign of Diet Coke is somehow becoming expensive due to the upcoming Pepsi drink. Actually Pepsi is the only potential competitor that Diet Coke has so far. Due to its canned nature, it’s usually confused for a hard drink. This makes it to lose a percentage of the market share to other competitor though sometimes it is an advantage to the informed and the literate due to its classic package. The new idea is to emphasise the fact that the consumer now can know exactly what flavour comes next, differentiating this new product from other allied products. Current Advertisement: New Advertisement: 8 Conclusion & Recommendation To conclude, Diet Coke now has an exciting new marketing campaign which will be strategically placed to the target market. The printing of bags guerrilla method concept is cost effective and will have a great impact as it is a very unique, consistent and classic form of getting our people involved in passing the message across. Billboards will be strategically located in most towns. This will have a huge daily viewing rate. References "Coca-Cola Black Cherry Vanilla Product Description". Coca-cola.com. Retrieved 2011 15 12 "Coca-Cola Black Cherry Vanilla/Product Review". www.bevnet.com. Retrieved 2011 15 12 Read More