Diet Coke Campaign
Complete summary can be found in this link
Objective:
To redirect the perspective of Diet Coke to make consumers believe that is is not only healthy but flavorful too.
To expand the target audience from only baby boomers to millennials as well.
To increase awareness of new Diet Coke flavors by 40% and sales by 20%.
Target Audience:
Health conscious millennial, ages 18-35
Attitude
Fun, bright, energetic, trendy, colorful
Message:
Diet coke is not just for older generations who are on diets, Diet Coke is for EVERYONE. We want to show consumers that Diet Coke isn't just your typical diet soda, but that it has unique flavors and great taste.
"Add Some Flavor to Your Life"
Print Ad
Placement:
This print ad will be featured in magazines such as Glamour, Wired, People, Cosmopolitan, GQ, Sports Illustrated, etc.
Dimensions:
Full page, 4-color spread.
Timing:
Ad will run throughout the year on a flighting schedule, also continuous May - August.
Purpose:
To increase awareness of the product and encourage purchase behavior.
TV Spot
Where:
Broadcast network & Cable networks such as: ABC, NBC, The CW, MTV, Showtime, A&E, FX, HBO, and on Hulu & Youtube as well.
When:
Prime access & Late fringe.
Why:
They are more likely to watch after they are done with school/jobs. This generation may also stay up later than older generations.
Timing:
Running throughout the year on a pulsing schedule along with 3 other commercials concerning the other flavors.
Strategy:
Use humor to associate the message with the fun attitude
Click to view TV commercial script
Outdoor Ad
Geographic location:
Any city with a large population such as Chicago, New York, Los Angeles.
Dimensions:
Street art using large banners and cardboard/vinyl cans weighed down on top of the building. (These would be the entire cans, not just the top of them as pictured)
Timeframe:
The ad should be up for 2-3 months during summer.
Digital Ad
Placement:
The photo will be placed on Instagram, but can also be placed on Diet Coke's other social media sites on Facebook and Twitter as well.
Dimensions:
Square, 1080 x 1080 pixels
Timing:
This ad will run for 2 months on a pulsing schedule. We want a variety of digital ads like this one running throughout the year.
Purpose:
Creating an incentive for users to stop scrolling by using a call-to-action button that shows the deal going on. This button will direct the user to the Diet Coke website where they can redeem the coupon.
This Banner ad would be featured on websites such as Buzzfeed, TIME, Amazon, etc.
Powerpoint
