Coca-Cola Life Advert Proposal

What is Coke Life? Coke Life is the new Natural Sweeteners soft drink by the Coca Cola company. It focuses on the more natural ingredients in most of its advertising as a focal point of the product, stating it is lower in calories than regular Coca Cola. In terms of current product profitability, the product has been grossing rather healthily for Coca Cola’s goals; or as Marketing Week has put it; “Sales figures from IRI show that since the introduction of the new product in August 2014, the Life brand has grown into a £28.9m business. The line currently represents 2.43% of the total Coca-Cola portfolio. And Coca-Cola says it is pleased with the product’s performance so far, pointing out that it is helping the brand reach its target of shifting consumers to lower and no calorie alternatives to Coca-Cola.” (As reported by Marketing Week, 2015)

Who is our client? Coca Cola is the famous soft drink production company, one of the most successful and well known brands in both the soft drink industry and the world. However, their products have been linked to several health concerns in the past years, and despite their continuing success the company’s image could still be seen as unhealthy. Therefore the biggest focus of this advert is to convince the audience of the healthier new products of Coke.

Advert Proposal The advert begins with a man wandering into the woods with two drumsticks, the man sits down and begins air drumming to the music in the background, then takes a sip of Coke Life and ending with the slogan “The Coke side of Life”. The advert is to link the Coke Life brand with more natural atmosphere and iconography, and promoting youth culture, targeting the 16-25 audience through the themes of artistic expression. The Coke brand has a lot of links too more unhealthy habits in popular culture, so this advert hopes to rectify that by advertising the new product with the calm and healthy imagery of nature, advertising the new unique selling point for the new product line. The advert primarily uses green to link more thoroughly with the natural side of the product, and use the similar branding of the product itself, the music was a choice based on the active and youth-based audience for the new product. As a ‘Proof-of-concept’ a test advert has been made with the same concept and script, located at the link; https://youtu.be/T2Dq-zaJbvI

Target Audience Research has shown that the target audience (as found by these questionnaire results) is primarily Artist/Students at around the ages of 16 – 25, the advert should focus on artistic and cultural expression and should remember to use natural imagery to promote the natural sugars in the product. Statistics have also shown that the UK soft drink market is making a shift to more healthy or low-calorie options, making Coke Life a potentially well competing product. For exact statistics; • 14.8 billion litres of soft drinks were consumed in the UK • The UK soft drinks industry is worth £15.7 billion • Consumption of bottled water was up 9.3% and value sales up over 10% • Volume of still flavoured water increased by 16.4% to over 250 million litres • 49% of carbonates sold in 2014 were low and no calorie (As reported by the BSDA, 2015)

Budgeting The budget will primarily be based on advertising rates for the UK television channel ITV, so basing it off of our audience, let's see what sort of time-slot we will be needing, and how much that'll cost. So, considering our audience is mostly students and artists it's safe enough to assume a large time slot, possibly based more around late afternoon to night considering the average time of lessons for students, so focusing more on the 21:30 to 23:05 periods, totaling up all regions leaves us with the result of £71,500 for both slots, and finally times that by two per time slot gives us an end cost of £143,000, adhering to a focus on beverages in the movie time slot, a good link to make for marketing purposes. Total Cost = £143,000 11:00 18:45 19:30 21:30 23:05 ITV region Daytime – This Morning Early Evening News Coronation Street Movie or Drama Late Night Movie Anglia £480 £2,950 £3,740 £5,170 £1,180 Meridian £650 £3,970 £5,030 £6,510 £1,590 London £1,690 £11,490 £13,270 £2,770 Central £850 £5,340 £9,090 £16,540 £1,530 HTC W&W £410 £1,970 £3,340 £3,250 £570 West country £110 £700 £1,190 £1,120 £200 Scotland £450 £2,420 £3,750 £3,280 £580 Granada £620 £3,240 £5,470 £4,190 £1,080 Border £50 £230 £390 £350 £80 Yorkshire £500 £2,610 £4,400 £3,930 £870 Tyne Tees £220 £1,160 £1,950 £1,700 UTV £170 £1,170 £1,480 £270 Total £6,200 £32,270 £51,320 £60,390 £11,110

Coca-Cola Life Thank you for participating