8 Positioning Statement Women ages 15-34Health conscienceFrame of referenceDiet Pepsi, Diet Mountain Dew, etc.Water, flavored water, juices, etc.Point of DifferenceCoke is the most recognized brand in the world
9 Current CreativeCommercialsOnline mediaPrint/ Outdoor ads
10 New Diet Coke Can Old Diet Coke Can The coke can was designed in the early 1980’sWe feel the old can is boring/brandDoesn’t crab the consumers attentionMore sophisticated and savvyGrabs your attention
11 Current Diet Coke Commercials We believe the “Stay Extraordinary campaign commercials can be improvedWe feel that they are promoting Diet Coke as a breakfast drinkUnhealthyWe feel it should not be a substitute for breakfast drinksWe find the commercials boringLack of energy or heart felt messages
12 Online Diet Cokes Webpage They are consistent with diet coke colors Style of the website is blandThe First look is liking them on FacebookMore focus should be put on the new design itselfThey need to update their 12oz new cansThey do have direct links to their online and Facebook.
13 Online Facebook Not integrated at all Weak Only display one ad on front pageThey do have updated pictures on the new canThey don’t have a separate tab about the “Stay Extraordinary” CampaignWe 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 FacebookThey don’t tweet any dealsThey tweet random stuffPeople 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 atmospheresDisplayed 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 DietCoke 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"
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 textSong continues playing throughout commercial
40 Media Objectives Reach Goal Frequency Goal Total: 55.1 80% of Target AudienceFrequency GoalCable TV = Internet = 34 National Magazine = 1.1 Outdoor = .45 Spot Radio = 5.7Total: 55.1
41 Media Strategies Media Mix Percentages Cable TV: 40% $ 40 Million Internet: 35% $35 MillionNational Magazine: 15% $15 MillionOutdoor: 5% $5 MillionSpot Radio: 5% $5 Million
42 Media Strategies Media Weight Cable TV = 40,000,000/36,100 = 1,108 Internet = 35,000,000/12,858 = 2,722Magazine = 15,000,000/165,700 = 90 Outdoor = 5,000,000/139,740 = 36Spot Radio = 5,000,000/10,933 = 457Total: 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)