Background (Brand, Company, Products)€¦ · Coca-Cola Logo. Campaign slogan: “Come Together...
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Background (Brand, Company, Products): Since its birth at a soda fountain in downtown Atlanta, Georgia, in 1886, Coca-Cola has been a catalyst for social interaction and inspired innovation. Over the years, Coca-Cola is one of the most recognized trademarks globally. The Coca- Cola Company is home to 20 billion-dollar-brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other top brands include Minute Maid, Powerade, and Vitaminwater. Beyond creating the drinks commonly known, Coca-Cola is also credited with re-inventing Santa Clause into the character seen today. Key Message: Coca-Cola is for everyone. We believe in powerful ads that promote optimism, inclusion and celebrate humanity – values that are core to the Coca-Cola brand. As a global company, we strive for diversity, inclusion, and equality in our business and support these rights in society. Who’s It For? One of Coca-Cola’s brand values is inclusion. As a whole, the brand does not target specific groups or audiences. Due to the nature of the brand, the goal is to reach all members of society across the globe. Competition: Coca-Cola’s main competitor is Pepsico (Pepsi), Inc. Other competitors include Nestlé, and Dr. Pepper Snapple Group, Inc. as well as general Iced Coffees and Energy Drinks. Creative Objective: The objective of this campaign is to unite the world globally through Coca- Cola with the Winter Olympics in 2018. All Coke Trademark brands in the past year have united into one global creative phrase “Taste the Feeling.” People want their Coca-Cola products in different ways, but they mainly want a product with reliable taste and refreshment that leaves a good feeling. This campaign is expanding on this idea by using the phrase “Come together with Taste.” Deliverables: Nine total ads. Three 30- 60 second TV Commercials. Three 15-30 second Radio ads. Three Interactive ads. Mandatories: Coca-Cola Logo. Campaign slogan: “Come Together with Taste.” Website link. Olympic Rings.
Transcript of Background (Brand, Company, Products)€¦ · Coca-Cola Logo. Campaign slogan: “Come Together...
Background(Brand,Company,Products):
SinceitsbirthatasodafountainindowntownAtlanta,Georgia,in1886,Coca-Colahasbeenacatalystforsocialinteractionandinspiredinnovation.Overtheyears,Coca-Colaisoneofthemostrecognizedtrademarksglobally.TheCoca-ColaCompanyishometo20billion-dollar-brands,includingfourofthetopfivesoftdrinks:Coca-Cola,DietCoke,Fanta,andSprite.OthertopbrandsincludeMinuteMaid,Powerade,andVitaminwater. Beyondcreatingthedrinkscommonlyknown,Coca-Colaisalsocreditedwithre-inventingSantaClauseintothecharacterseentoday. KeyMessage:
Coca-Colaisforeveryone.Webelieveinpowerfuladsthatpromoteoptimism,inclusionandcelebratehumanity–valuesthatarecoretotheCoca-Colabrand.Asaglobalcompany,westrivefordiversity,inclusion,andequalityinourbusinessandsupporttheserightsinsociety.Who’sItFor?
OneofCoca-Cola’sbrandvaluesisinclusion.Asawhole,thebranddoesnottargetspecificgroupsoraudiences.Duetothenatureofthebrand,thegoalistoreachallmembersofsocietyacrosstheglobe.Competition: Coca-Cola’smaincompetitorisPepsico(Pepsi),Inc.OthercompetitorsincludeNestlé,andDr.PepperSnappleGroup,Inc.aswellasgeneralIcedCoffeesandEnergyDrinks.CreativeObjective: TheobjectiveofthiscampaignistounitetheworldgloballythroughCoca-ColawiththeWinterOlympicsin2018.AllCokeTrademarkbrandsinthepastyearhaveunitedintooneglobalcreativephrase“TastetheFeeling.”PeoplewanttheirCoca-Colaproductsindifferentways,buttheymainlywantaproductwithreliabletasteandrefreshmentthatleavesagoodfeeling.Thiscampaignisexpandingonthisideabyusingthephrase“CometogetherwithTaste.”Deliverables: Ninetotalads.Three30-60secondTVCommercials.Three15-30secondRadioads.ThreeInteractiveads.Mandatories: Coca-ColaLogo.Campaignslogan:“ComeTogetherwithTaste.”Websitelink.OlympicRings.
CreativeRationale
Whatisyouridea?
Thegoalofthiscampaignistounitetheworldoverafeelingbroughtbythe
product.Coca-Colatypicallydoesnotadvertisethetasteorprovideinformationof
commercials;instead,theyfocusontheemotional,cognitive,andbehavioral
reactionstotheircommercials.Coca-Colaisawell-knownbrandandhasalotof
moneyavailablefortheircampaigns.Duetotheavailabilityofmoney,thiscampaign
willhavealargebudget.Theideabehindthiscampaignistofocusonthefeelingof
drinkingaCokeandcomingtogetherasone.TheWinterOlympicswilltakeplacein
SouthKoreain2018.Coca-Colawilltakeadvantageofthiseventbycreatinga
campaignasasponsoroftheOlympics.Thefocuswillbeonunitingtheworld,
despitethebattleforGoldmedalsanddespitetheglobalconflictsbetweencountries
tocreateastrongglobalcommunity.
TVcommercials:TheTVcommercialswillshowcasetheemotionsbehindthefeeling
ofbelonginganduniting.Oneideaistoshowvariouscultureswithinthead,similar
tothe“It’sBeautiful”adsingingadifferentsong.Theseadswilldrawemphasison
thefeelingafterdrinkingaCoke,andhowthatfeelingisthesamenomatterthe
backgroundoftheindividual.Thiswilltransitiontheoldcampaigntothenew
campaign.ThecommercialswillalsoshowcasetheemotionsoftheOlympicsaswell
astheeventsoftheOlympics.
RadioCommercial:TheRadiocommercialswillusemusicanddialoguetograbthe
audience’sattentionaswellasoffersimplemessagesthatemphasizeonthe
partnershipwiththeOlympics.
Out-of-HomeAdvertising:TheseadvertisementswillfocusonthebrandofCoca-
Colaandthewell-knownlogo.Itwillserveasanadvertisementthatremindspeople
ofCoca-Colabeingreliabletasteandthesenseofcommunitywiththebrand,aswell
asinteractivetobringpeopletogetherphysically.Theadswillbringpeople
togetherthroughthebrand.
Howdidyoucomeupwithit?
The“It’sBeautiful”campaignreceivedmanycriticisms,whichleadtothecompany
releasingastatementonthegoalofthebrand,whichistofocusonhowaperson
feels.Nomattertheevent,Coca-Colahasprovidedthesametasteandfocusedtheir
campaignsonthefeelingsofapersonratherthanpromotingtheirproduct.This
campaignwillfocusdirectlyonthesefeelingsassociatedwithCoca-Cola.Nomatter
whereapersonis,Coca-Colaprovidesatastetheycanrelyon.Thistasteiswhat
bringstogetherpeopleoftheword.Thebrandinitsentiretyisverypowerfulinthe
sensethatitcanpersuadethepublictofeelacertainwayonissuesfacingour
societyandsimplyplacetheirproductsintheadvisements.Eachadisgoingtofocus
onadifferentfeelingthateachindividualencountersduringhisorherlifeandCoca-
Colawillbetheunitingfactorwithineach.
Howwillyoucommunicateitinyourcampaign?
Throughthecampaign,theemotionsbehindtheadswilltietheadstoeachother.
Theadswillallfollowasimilarthemeinregardstothefeelingsassociatedwhen
watchinganadvertisementandassociatingthetasteofCoca-Colatomaketheworld
cometogethertofeelthoseemotions.
Whatproblemdoesitsolveandhow?
Coca-Colahascommonlycreatedtheircampaignsduringtimeswherenegativity
ishighinsociety.Withtheincreaseinviolenceandhatredofallculturesandbeliefs,
thiscampaignwillhelpunitetheworldtogetherinamoreacceptingway.For
example,the“It’sBeautiful”commercialwasbroadcastedduringtheRioOlympics
whentheentireworldcametogether,justaseachindividualinAmericacomes
together.Similarly,thiswintercampaignwillrelyonbringingtogetherdespite
differencestocreateacommunity.
Asacompany,Coca-Colafacesmanycriticismsthattheadvertisingisdeceptive
becauseithidesthehealthrisksofdrinkingtheproduct.Ashealthawarenessis
risinginourcountry,Coca-Colahastopositiontheirproductbasedonsomething
otherthantheactualconsumptionoftheproduct.Forinstance,in2016the
companylaunchedthe“TastetheFeeling”campaigntoappealtotheaudiences.
Ratherthanadvertisetheproductasahealthelixir,thecompanyassociatedits
productwithhappinessandfeeling.
ThecompanyhasadmittedthatTVremainsitsprimaryadvertisingchannel;
however,thiscampaignwillalsofocusonthedigitaladsthatprovidemore
interactionbetweenconsumerandthecompany.Coca-Colahasrecentlyinvested
heavilyindigitaladsandcreatedtheroleofachiefdigitalmarketingofficer.Radio
adswillalsoserveasreminderstothegeneralpublictomaintainbrandawareness
andimage.
WhyDoestheCompanytoNeedtheCampaign?
Coca-Colaneedsthecampaigninordertopromoteunity.Asabrand,Coca-Colais
vocalonitsopinionineventsthatfaceournation.Thebrandhasthecapabilityof
bringingtogetherpeopleineventssuchastheOlympicstoshareaCoke.This
campaignisneededinparticularrightnowformanyreasons.Theseadspromote
comingtogether,regardlessofyourreligiousbeliefs,politicalviews,culture,and
heritagetosharetheonetasteofCoke.Oneworld.Onetaste.Alluniteddrinkinga
Coke.
Thecompanyalsoneedsthecampaigntoremainthetopsodaacrosstheglobe.
Withtheriseinicedcoffeesandenergydrinks,thebrandfacescompetition.This
campaignwillrelyonreachingmorepeopleforthelong-termgoalofbuilding
reputationratherthanboostingsales.
Sources:
http://www.hoovers.com/company-information/cs/competition.the_coca-
cola_company.3f8a006eaf87d773.html
http://www.coca-colacompany.com/press-center/company-statements/the-coca-
cola-company-statement-on-importance-of-equal-rights-for-lgbt-community
http://www.coca-
colacompany.com/content/dam/journey/us/en/private/fileassets/pdf/2011/05/C
oca-Cola_125_years_booklet.pdf
http://www.coca-colacompany.com/stories/taste-the-feeling-launch
http://www.coca-colacompany.com/press-center/company-statements/its-
beautiful-commercial
ADV3312-002EmilyTannDawnZuerkerMay11,2017Coca-ColaRadioScript#1SFX: “ThisLandisYourLand”byWoodyGuthriebegins
playingYoungGirl: “Thislandisyourland”SFX: BottleopensandClinkswithanotherbottleasthesong
continuesYoungBoy: “…Thislandismyland”SFX: BottleopensandClinkswithanotherbottleasthesong
continues.Youcanhearpeopleplayingatthebeachinthedistance.
YoungMale: “…FromCalifornia”SFX: BottleopensandClinkswithanotherbottleasthesong
continues. YouheartrafficandconversationsinthedistanceOlderMan: “…totheNewYorkIsland”SFX: BottleopensandClinkswithanotherbottleasthesong
continues. Youhearwindandbirdschirpingfaintlyinthedistance.Woman’sVoice: “…fromtheRedWoodForest”SFX: BottleopensandClinkswithanotherbottleasthesong
continues Youhearwavescrashingagainsttheshore.Woman’sVoice#2: “…totheGulfStreamWaters”SFX: multiplepeoplemakegulpingsoundsasthemusic
continues.Allvoices: “ahhh”
Narrator: “Coca-Cola.
Itwasmadeforyouandme.Cometogetherwithtaste.”
ADV3312-002EmilyTannDawnZuerkerMay11,2017Coca-ColaRadioScript#2SFX: Bottleopens. Adrinkispouredintoaglasswithice.Itstartsfizzing.
“Coca-Cola”(inanAmericanAccent)“Coca-Cola”(inaFrenchAccent)“Coca-Cola”(inaMandarinAccent)“Coca-Cola”(inanItalianAccent)
“Coca-Cola”(inaSpanishAccent) “Coca-Cola”(inaRussianAccent) “ComeTogetherwithTaste”(InanAmericanAccent)ADV3312-002EmilyTannDawnZuerkerMay11,2017Coca-ColaRadioScript#3SFX: Abottleopens.
Thedrinkispouredintoaglasswithice. Gulpingnoisesbegin.
Fansstartcheeringloudlyinasportingarena.
Narrator: “JoinusisPyeongChangandComeTogetherwith
Taste.”
“Coca-Cola.ProudSponsorofthe2018WinterOlympics.”
ADV 3312-002 Emily Tann Dawn Zuerker May 11, 2017 Coca-Cola 60 Second TV Script SFX: “ThisLandisYourLand”byWoodyGuthriebeginsplaying.Visual: Ayounggirlstandsonastageinaplaycostume.Sheisdressed
asacolonialpilgrim.SheisholdingaCokebottle.Shestartssinging…
SFX: “Thislandisyourland...”Visual: Thebottleopensasthescreenispushedtotheleftasher
bottleclinkswithaboystandinginaCubScoutsuniformstandinginagymnasiumholdingaCokebottle.Thetwoglassesclinkovertopofthetwoframesthataresidebyside.Afterthebottlesclinktheboysscreenfillsthetelevision.
Theyoungboycontinuessingingthesongwhileholdingthebottle.
SFX: “...Thislandismyland…”Visual: Thebottleopensasthescreenispushedtotheleftashisbottle
clinkswithaCokebottlebeingheldbyatwenty-year-oldboystandingonthebeach.Thetwoglassesclinkovertopofthetwoframesthataresidebyside.Afterthebottlesclinkthetwenty-yearold’sscreenfillsthetelevision.BehindhimisVenturaBeachfilledwithhundredsofpeopleofvariousracesandbackgroundsplayinginthebackground.Hecontinuessingingthesongwhileholdingthebottle.
SFX: “…FromCalifornia...”Visual: Thebottleopensasthescreenispushedtotheleftashisbottle
clinkswithaCokebottlebeingheldbyanolderbusinesswomaninherlatethirtiesstandingonthesideofthestreetinNewYorkCity.Thetwoglassesclinkovertopofthetwoframesthataresidebyside.
Afterthebottlesclinkthebusinesswoman’sscreenfillsthetelevision.BehindherisastreetinNYCwherethecarsarepassingandpeoplearewalkingtoshowchaos.Shecontinuessingingthesongwhileholdingthebottle.
SFX: “…totheNewYorkIsland…”Visual: Thebottleopensasthescreenispushedtotheleftashisbottle
clinkswithaCokebottlebeingheldbyawomaninherfortiessurroundedbykids.Thetwoglassesclinkovertopofthetwoframesthataresidebyside.Afterthebottlesclinkthewoman’sscreenfillsthetelevision.BehindthewomanistheRedWoodForest.Standingbesideherisherfamilyincludingchildrenaswellasseveraltouristscapturingpicturesandplaying.Shecontinuessingingthesongwhileholdingthebottle.
SFX: “…fromtheRedWoodForest…”Visual: Thebottleopensasthescreenispushedtotheleftasher
bottleclinkswithaCokebottlebeingheldbyamaninhislatefortiesonafishingboat.Thetwoglassesclinkovertopofthetwoframesthataresidebyside.Afterthebottlesclinktheman’sscreenfillsthetelevision.BesidethemanarefellowcrewmembersstandingonaboatintheGulf.Thecrewmemberscontinuesingingthesongwhileeachholdingbottlesintheirhands.
SFX: “…totheGulfStreamWaters”Visual: Thescreenflashestoeachindividualshownpreviously
drinkingfromhisorherbottleofCoke.SFX: (allvoices)“ahhhh”Visual: TheCoco-Colalogowilloverlaytheindividualsastheyare
laughingandsmilingateachother.SFX: (narrator’svoice:)“Coca-Cola.
Itwasmadeforyouandme.
Cometogetherwithtaste.“
Visuals: Thescreenwillfadetoaredbackgroundwiththeslogan“ComeTogetherwithTaste”writteninwhiteofficiallogoletteringwiththeOlympicringsbehindit.
Atextlinewillappearbelowtheslogansaying,“Buynowatparticipatingstores”inwhitefont.
ADV 3312-002 Emily Tann Dawn Zuerker May 11, 2017 Coca-Cola 30 Second TV Script SFX: “MaskOffInstrumental”byFuturebeginsplaying.Visual: ShawnWhitestartswalking.
HeisholdingaCokebottle.OnthedownbeatofthesongShawnhandsaCokebottletoLindseyVonn.Thetwostartwalkingtogether.TheyeachstarthandingoutmoreandmorecokestootherWinterOlympiansfortheUnitedStatesalongtheOlympicvillage.(TheseOlympiansrepresentthedifferentsportsaswellasthedifferentcultureswithinAmerica.)Theyallcometogetherandaresmilingandlaughingandtalkingwitheachother.Theystopwalkingandstareatthecamerawhileraisingtheirbottletothesky.TheyalltakeadrinkoftheirCokeaftertoastingit.
SFX: “ComeTogetherwithTaste.”Visual: TheCoca-Colalogooverlapsthescreen.
Ittransitionstoasolidredbackgroundandinwhiteofficialletteringreadstheslogan“CometogetherwithTaste”inwhitefontandtheOlympicringsbehindit.
SFX: “Coca-Cola.ProudSponsorofthe2018WinterOlympics.”
ADV 3312-002 Emily Tann Dawn Zuerker May 11, 2017 Coca-Cola 30 Second TV Script SFX: AheartbeatsfastVisual: AnOlympicSkieriswaitingtostarttheirslope.
TheirSkishavetheCoca-Colalogoonthem.
SFX: AcapispoppedoffofaglassCoca-Colabottle.Visual: Theskishitthesnowandtheskierheadsdown
thesloperacingagainstcompetitors.
SFX: Theheartbeatcontinuestobeatfast.AstheSkisslidedowntheslopeyouhearCoca-Colapouringintoaglasswithice.
Visual: TheSkiercrossesthefinishlineinfirstplace. TheytakeadrinkfromaCoca-Colabottle.SFX: Cheeringbeginsindifferentlanguages
representingthedifferentcountriesattheOlympics.
Visual: TheSkier’sfaceisrevealedanditisaPolarBear.
HehandsthecompetitorsaglassbottleofCoca-Colaaftertherace.Theyalldrinkfromthebottle.
SFX: “ahhh”Narrator: Openyourearstoanewworld.Coca-Cola.Visual: Thescreenwillfadetoaredbackgroundwith
theslogan“ComeTogetherwithTaste”writteninwhiteofficiallogoletteringaswellastheOlympicRings.
SFX: “ComeTogetherwithTaste.”Visual: Atextlinewillappearbelowtheslogansaying,
“Buynowatparticipatingstores”inwhitefont.
ADV 3312-002 Emily Tann Dawn Zuerker May 11, 2017 Coca-Cola OOH “Spin the Coke” Description: A red machine will be placed globally. These machines will be located in areas such as malls and grocery stores. All written text will be adapted to each country’s language. The machine will resemble an ATM/Vending Machine. On the front it will say, “Spin the Coke” in Coca-Cola official lettering. The dispenser will have the Olympic rings on it. Below the writing will be a circle cut into pie slices. Each slice resembles a different country in the Olympics. In the center is a giant Coca-Cola bottle that spins pointing the cap at one country when stopped. When a person comes up and spins the Coca-Cola bottle they will receive a Coke as well as “Send a Coke” to the machine in the other nation. This machine will be set up for two weeks with a three month period where it is not available for a total of three times (six weeks). Drawing:
ADV 3312-002 Emily Tann Dawn Zuerker May 11, 2017 Coca-Cola Online/App Game Description:AnonlinegamewillbeonFacebook,Twitter,andNBCwebsite.Inadditiontherewillalsobeanapp.Whentwoplayersarebothonlinethegamewillbegin.TheOlympicringswillhaveaskier.Theplayersmustclick(ortapontheapp)asquicklyaspossibletogettheskieraroundtherings.WhentheskiercirclestheringitfillswithCoca-Cola.Thefirstplayertofillthreeringswinsthegame.AscreenwillpopupalertingtheplayerstheyeachwonafreebottleofCoca-Colaredeemableatanyparticipatinglocations.Thescreenwillsay“ComeTogetherwithTaste”attheend.ApersoncanonlyreceiveoneCokeaday,butplaythegameendlessamountsoftime.Visual:ADV 3312-002 Emily Tann Dawn Zuerker May 11, 2017 Coca-Cola OOH “Send a Coke” The Winter Olympics will take place in South Korea. Due to the controversy of the location being so close to North Korea, Coca-Cola will take advantage of this by providing a winter campaign. The focus will be on uniting the world despite the battle for Gold medals to be a strong global community. Coca-Cola will partner with the Olympics.
Anytime someone visits https://www.olympic.org/pyeongchang-2018 , The NBC website or Facebook, there will be a digital ad on the side of the page. This ad will feature Polar Bears sitting on a couch. They will be filmed from behind with a TV in front of them watching the Olympics in real time. A person will be able to click a button that gives the Polar Bears a Coke to drink while watching and when they do they will receive a voucher for a free Coca-Cola product at any participating store sponsoring the Olympics. The button will say “Send a Coke across the world to someone you’ve never met before” The button will also send a Coca-Cola to any (one) person online viewing the ad. Once the button is clicked the Screen will say “Coca-Cola. Come Together with Taste.” You can only click the button once per day.
