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Diet Coke Integrated Marketing Solutions Inc.

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Presentation on theme: "Diet Coke Integrated Marketing Solutions Inc."— Presentation transcript:

1 Diet Coke Integrated Marketing Solutions Inc.
Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer

2 Background Wieden and Kennedy $36 million campaign
150 Varick St. New York, NY 10013 Wk.com $36 million campaign Dodge, Kraft, Nike, Old Spice

3 Research Findings

4 Research Findings

5 Research Findings Rank 1 2 3 4 5 Response Count Affordable Price (2.8) 28.8% (15) 19.2% (10) 13.5% (7) 52 Taste (3.67) 26.9% (14) 3.8% (2) 1.9% (1) 9.6% (5) 57.7% (30) Availability (2.57) 17.3% (9) 7.7% (4) Low Calories (2.86) 32.7% (17) 21.2% (11) Brand (2.63) 25.0% (13) *Top 2 category Motivators are Taste and Low Calories

6 Research Findings Taste Low Calorie Diet A&W Root Beer 3.31 2.69
Taste Low Calorie Diet A&W Root Beer 3.31 2.69 Diet Coke 3.54 2.83 Diet Dr. Pepper 3.38 2.96 Diet Mountain Dew 3.44 2.86 Diet Pepsi 3.48 2.85

7 Positioning Map High Calories Bad Taste Good Taste Zero Calories

8 Positioning Statement
Women ages 15-34 Health conscience Frame of reference Diet Pepsi, Diet Mountain Dew, etc. Water, flavored water, juices, etc. Point of Difference Coke is the most recognized brand in the world

9 Current Creative Commercials Online media Print/ Outdoor ads

10 New Diet Coke Can Old Diet Coke Can
The coke can was designed in the early 1980’s We feel the old can is boring/brand Doesn’t crab the consumers attention More sophisticated and savvy Grabs your attention

11 Current Diet Coke Commercials
We believe the “Stay Extraordinary campaign commercials can be improved We feel that they are promoting Diet Coke as a breakfast drink Unhealthy We feel it should not be a substitute for breakfast drinks We find the commercials boring Lack of energy or heart felt messages

12 Online Diet Cokes Webpage They are consistent with diet coke colors
Style of the website is bland The First look is liking them on Facebook More focus should be put on the new design itself They need to update their 12oz new cans They do have direct links to their online and Facebook.

13 Online Facebook Not integrated at all Weak
Only display one ad on front page They do have updated pictures on the new can They don’t have a separate tab about the “Stay Extraordinary” Campaign We feel due to the number of “likes” on the page it is a missed opportunity for the Diet Coke brand

14 Online Twitter More integrated with their website
Better integrated than Facebook They don’t tweet any deals They tweet random stuff People do #extraordinary

15 Print The outdoor/print ads are very integrated with the new campaign
Somewhat integrated with the commercials for the new campaign. Big city atmospheres Displayed at bus stations, metro stations and billboards along buildings and walls “Stay Extraordinary” slogan is on every ad (all print/outdoor ads are from their Facebook page under photos )

16 Creative Strategy Elements
Target Response Before The Message: “Diet Coke has great taste and low calories.” Key Benefit: “Diet Coke really does taste great, and fits my active lifestyle.”

17 Creative Strategy Elements
Reasons Why: Our quantitative research showed that out of 50 people surveyed Diet Coke was regarded as the best tasting soft drink. Also, the current “Extraordinary” campaign is focused on Diet Coke being a part of the consumers’ lifestyle in a large way.

18 Creative Strategy Elements
Target Response after the Message: “I prefer Diet Coke as my daily diet soft drink.”

19 Hope Solo will be standing in a soccer field casually playing with a soccer ball. (kicking it in the air while alternating feet with each kick)

20 Lionel Messi walks up to Hope Solo with an unopened can of Diet Coke and makes bet
Lionel Messi: "Nice skills, but I bet you this Diet Coke you can't do what I can...“ Hope Solo: "Oh yeah? What's that?"

21 Camera shows the Diet Coke cans on the goal line, then on the corner of the field

22 Camera shows the Diet Coke cans on the goal line, then on the corner of the field

23 Messi kicks the ball… Lionel Messi: "Watch and learn"

24 …and hits the can on the goal line

25 Solo kicks the ball…

26 … and hits the can on the goal line
Hope Solo: "I believe that's a GOALLL!"

27 Messi kicks the ball…

28 …and hits the can on the corner
Lionel Messi: "Got it!"

29 Solo kicks the ball…

30 …but misses the can on the corner
Lionel Messi: "Looks like a win for me!"

31

32 Messi opens the Diet Coke and begins drinking
Once the top of the can opens Lupe Fiasco's "The show goes on" plays (:15 seconds into the song)

33 Song continues playing throughout commercial
Screen fades to black then the words "Stay Extraordinary appear in red with the new Diet Coke can to the right of the text Song continues playing throughout commercial

34 Hope Solo Outdoor Ad

35 Lionel Messi Outdoor Ad

36 Hope Solo Print Ad

37 Lionel Messi Print Ad

38 Diet Coke Website New Diet Coke Website

39 Media Plan

40 Media Objectives Reach Goal Frequency Goal Total: 55.1
80% of Target Audience Frequency Goal Cable TV = Internet = 34 National Magazine = 1.1 Outdoor = .45 Spot Radio = 5.7 Total: 55.1

41 Media Strategies Media Mix Percentages Cable TV: 40% $ 40 Million
Internet: 35% $35 Million National Magazine: 15% $15 Million Outdoor: 5% $5 Million Spot Radio: 5% $5 Million

42 Media Strategies Media Weight
Cable TV = 40,000,000/36,100 = 1,108 Internet = 35,000,000/12,858 = 2,722 Magazine = 15,000,000/165,700 = 90 Outdoor = 5,000,000/139,740 = 36 Spot Radio = 5,000,000/10,933 = 457 Total: 4,413

43 Media Strategies Estimated Overall Cost Efficiencies
Total CPP = 100,000,000/4,413 = 22,660 (Total Budget/Total GRPs) Total CPM = 100,000,000 x 1,000 = 100,000,000,000/50,119,957 = 1,995.21 (Total Cost of Plan x 1,000/Total Number in Target Audience) (Target Audience from cencus.gov)

44 Media Strategies Budget Frequency GRPs Circulation Cost CPP CPM
Budget Frequency GRPs Circulation Cost CPP CPM Cable TV 40,000,000 13.85 1,108 MTV 44,730,000 550,000 CPP = 36,100 CPM = 12.29 VH1 50,050,000 CPM = 10.98 Comedy Central CPP = 36,101 CPM = 23.44 E! CPP = 36,102 CPM = 22.63 Internet 35,000,000 34 2,722 Facebook CPP = 12,858 Twitter CPP = 12,859 Website CPP = 12,860 Magazine 15,000,000 1.1 90 Cosmopolitan 3,046,000 237,000 CPP = 165,700 CPM = 7.78 Sports Illustrated 3,227,409 238,000 CPP = 165,701 CPM = 7.37 Outdoor 5,000,000 1.3 107 CPP = 46,580 Radio 5.7 457 CPP = 10,933

45 Media Schedule: Pulsing
Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Cable TV MTV VH1 Comedy Central E! Internet Facebook Twitter Website Magazine Cosmopolitan Sports Illustrated Outdoor Radio

46 Media Budget

47 Integration

48 Evaluation of Effectiveness


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