THINK. DRINK.

CReATivE BRIEF.repeat.

Creat ive Br ie f

Client Name: Diet Coke

Background/Overview/Key Fact: Millennials enjoy the light taste of Diet Coke but there is a disconnect between the brand and engagement with millennial consumers.

Problem: These days, millennials have unlimited brands to choose from and only so much time and energy to connect with certain brands they love. The current Diet Coke marketing strategy is not resonating with current millennial lifestyles enough to inspire brand advocacy.

Objective: To convert brand loyals into brand advocates by increasing engagement with the brand by 50% by the end of the campaign.

Target Audience: Women between the ages of 18–25 who drink Diet Coke daily or more often. They are well-educated and motivated and live a full, busy lifestyle. They are very active virtually, engaging both on social media and in person, with friends and family. They crave the crisp, refreshing pick-me-up taste of diet soda. They drink and prefer Diet Coke, and are considered “brand loyal”. They struggle with two key challenges: 1) Taking care of their bodies remains a constant struggle as a result of the amount of time spent working or studying 2) Balancing work and play during the erratic transition into being an adult.

Target Insight: “I’m a 22 year old college graduate, beginning my first job. I rely on caf-feinated drinks that will keep me going through my busy day. I love the light feeling and the refreshing bite of Diet Coke, but I don’t feel like the brand understands me. However, in my hectic schedule Diet Coke is a constant that I draw my confidence and motivation from—it’s the bridge between my personal life and work life.”

Consumer Mindset: These consumers currently love drinking Diet Coke. They may fol-low them on social platforms, but lack true connection with the brand. A disparity exists between product affinity and brand affinity. Most feel that Diet Coke identifies with older generations, but they do not feel it represents the millennial mindset and lifestyle.

Promise: Diet Coke understands millennial’s lifestyles and is there as a motivator to help them achieve their ambitions, with it’s light and refreshing taste.

Support: Constant, Reliable, Motivational, Connected, Understanding, Personal, Re-latable, Revitalizing, Stimulating, Caffeinated, Sugar and Calorie-Free, Team-oriented, Guilt-free

Necessary Tactics: All social media platforms, user-generated content, microsite, pro-motional content, events/sponsorships.