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This is a campaign developed by students at the Miami Ad School for Coca Cola. Objective - We want to make Coke appealing to our target audience in order to increase sales Problem – Health concerns have taken a toll on soda sales and Coke is losing its customers to healthier options Strategy – We want consumers to move away from the logic behind drinking Coke and go towards the emotional benefit because we don’t want consumers to think about calories. Instead we want them to think about how happy Coke made them in the past. Our one word equity would be “Youth”. Who Are We Talking To – In today’s world, growing up as a Millennial sucks. Once you graduate from college with $50,000 in debt, you discover that there’s no job out there for you unless you have 3-5 years of experience or you can work at Starbucks. In contrast, growing up in the past was awesome! We want to take this target audience of Millenials back to the time of Backstreet Boys, Yo-Yos, Ren and Stimpy etc. Insight – “The creative adult is the child that survived.” Young adults can’t wait to grow up to become a “real adult” with their own job, car, apartment etc. As a society, we are taught that we must conform to these ideas of adulthood but in the process, we subconsciously lose the innocence, curiosity and amazement from childhood. Why do we have to lose that in order to grow up? We knew how to be happy naturally back then but we just forgot along the way. RTB – Coke is what we grew up with and it shared our fondest memories. Coke was always there. Coke is an essential part of an American childhood. Coke was at your birthday. Coke was at your play. Coke was at your sleepovers. Wherever there was a happy memory, Coke was always at your side. Platform – Coke isn’t a drink. It’s the Fountain of Youth. Coke is the enabler to let us be foolish and remember how to be happy again.
Citation preview
Erin Cardona (CTAD) Noa Dekel (AP)
Meryl Fernandes (CTCW) Michael Pang (AP)
What Do We Want To Do?
Make Coke appealing to our target audience in order to increase sales.
What Is The Problem?
Health concerns take a toll on soda sales,
and Coke is losing its consumers to
healthier options
What Is Our Strategy?
Make Consumers move away from the logic behind drinking Coke
How Will We Do That?
By giving Coke alternative benefits which alternatives cannot supply,
so that consumers ignore the health concerns
Who Are We Targeting?
You. Gen Y’s.
How Are We Going To Appeal To Them?
By making Coke a symbol of everything they abandoned that used to make them happy.
When You Were A Kid, Did You Ever Say NO To This?
Would you ever say NO to these guys?
What About To This?
A SMART QUOTE
REMEMBER THESE GUYS? THEY STILL MAKE YOU FEEL GOOD RIGHT?
YES, THEY DO.
RTB
Our generation grew up on Coke, which symbolized
joyfulness and carelessness
Platform
Position Coke as the Fountain of Youth. Coke enables the child in you to come out and play.
The Creative
Interactive Print
Interactive Print
Limited Edition Product Re-Design
Limited Edition Magnetic Coke Cans
Cans for personal use and commercial use will be sold as polarized magnetic cans. Half the case will be + charge and half -charge, so it will encourage people to interact with each other and play with their cans together.
Interactive Ambient
Interactive Ambient
Other Ideas Include: -Memory Game to get a coke free from a vending machine. -Tick-Tack-Toe with a friend to win a coke
Radio
When you search 80’s or 90’s music, targeted radio spots will come on as the
ads for Pandora.
Radio
Coca Cola Puddle, Monkey Bars, Snow Pandora 80’s playlist mid-song slot 10 Sec Little Child (Boy): Can I go outside?
I want to jump in that puddle across the street, and run through those sprinklers in the garden. !
Adult (Man): But we’ll get wet and dirty. ! Announcer: Coca Cola - Grow Young
__________ Little Child (Boy): I want to get outside and hang on those monkey bars at the park. ! Adult (Man): But they’ll think we’re crazy… ! Announcer: Coca Cola - Grow Young
__________ Little Child (Girl): What is this screen you keep staring at? Its snowing outside, lets make snow angels & a really really big snowman. ! Adult (Woman): But we really should be working… Announcer: Coca Cola - Grow Young !
Digital:
Based on the “Truth or Dare” game, we want adults to play the game with their childhood friends. They will “friend” them on facebook and play a private game of “Truth or Dare” together. Players will post answers and upload videos/pictures of them preforming dares. Questions for the game will be provided by Coke or players can create their own. All games will be private unless players choose to share.
Dare You To: Give A Standing Ovation…
