Coca-Cola Co offered a sneak peek at its much-anticipated global advertising campaign for its flagship brand to investors on Wednesday, and it carries the theme “Welcome to the Coke side of life.”
The effort, to break in March from independent Wieden & Kennedy, aimed to drive consumers to consider the brand as the only beverage option after years of viewing it as simply another beverage option, said Mary Minnick, President of Marketing, Strategy and Innovation. She presented the creative concept as merely a first look at the push since the marketer is now in production.
“I hope it’s not reviewed as a finished campaign,” she said, before starting the video that showed an advertising treatment and a general media plan. “It’s Coke through a new lens” declared the voice-over. The tagline will be tailored to different varieties of the brand within the larger trademark, including “Chill on the Coke side of life”, presumably for Coke Zero.
While broadly targeted and set for use in a variety of countries and media, Coke is supplementing the effort with a component that uses alternative media to go after teens, a main brand recruitment goal.
“We realise it’s not enough to focus on teens entirely,” said Minnick, adding, alternative media, namely, interactive forms under the iCoke platform, would be used to reach that demographic. Coke will also set an aggressive loyalty programme in which it will distribute four billion codes on packages for consumers to collect for prizes, building on successes of similar programmes around the world. Meanwhile, Coke Zero would get an additional marketing boost and would be the company’s largest ever launch in Australia, Minnick promised.
The larger strategy is to drive growth in core brands to broaden market share. Citing consumer panel research with 60,000 consumers, Minnick said that the company identified 17 different need states – from having a good time to energy/stimulation – that represented 352 billion unit cases of opportunity.
The company is micro-targeting those need states, extending existing brands with new packaging, marketing or new benefits to creating new ones. Coffee, tea, energy drinks, water and juices will play major roles in touting the company’s beverage diversity – it has 80 brands in 200 countries.
Among the products in the pipeline for 2006 and beyond are Sprite 3G, an energy version of the lemon-lime soda; Coke Blak, a coffee cola targeting adults over 35; new formulae for Nestea; a black tea brand called Gold Peak; a ready-to drink coffee brand to be tested in four countries under the Far Coast brand; and a yet-to-be identified indulgent coffee brand. Other brands will include Powerade Advance, a single-serve enhanced water, along with lemonade and limeade extensions of Minute Maid juices.
Minnick also confirmed that the beverage company was running a “Make Every Drop Count” product diversity/social responsibility programme to educate consumers on the variety of its products.