1 / 3

Global Coca-Cola Brand Vision Architecture

Global Coca-Cola Brand Vision Architecture. Alberto Aranda - Global Sparkling Brand Director, Coca-Cola TM, Sparkling Beverages. Info.shoppermarketing@coca-cola.com. Archetype: Innocent Value: Optimism Personality: Authentic (real), Connected, Optimistic, Spontaneous.

keaira
Download Presentation

Global Coca-Cola Brand Vision Architecture

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Global Coca-Cola Brand Vision Architecture Alberto Aranda - Global Sparkling Brand Director, Coca-Cola TM, Sparkling Beverages Info.shoppermarketing@coca-cola.com

  2. Archetype: Innocent Value: Optimism Personality: Authentic (real), Connected, Optimistic, Spontaneous Brand Identity System: Bold Simplicity, Spencerian, Contour, Dynamic Ribbon, Disk, Red BRAND VISION is the Universal Icon of Happiness Around the World, Every Day MARKET BRAND PEOPLE Category Insights Societal Belief Human & Cultural Context • Re-affirming a ‘category of positives’ • Functional specialists & perceived ‘healthier’ options are de-positioning Coke. Misperceptions about artificiality, caffeine, carbonation & empty calories hold us back. • Need to re-power the unique functional & emotional promise of Coca-Cola, reasserting the positive credentials of and trust for the category. • The daily challenges of today are • giving rise to an increasing desire • to find authentic happiness. • …to pause, to seek simple pleasures, to connect, • to accept, to take small acts that can lead to big • things, to re-look at the world in a positive way • knowing there are plenty of reasons to be happy We believe that everyone in the world has the right to be happy Consumer Benefits • Inspiring Moments of Uplift Every Day • Opening optimism in me, connecting me to others. Competitive Environment Target Product and Brand Equities • The believers, the connectors, the youthful spirited (in all of us) • … who realise the importance of forging real connections, who never give up, who spread their best energy & wisdom, resolve conflict with humour, care for family and the world, & who combine fun with goodness. • Focusing on every teen generation, ultimately reaching out to all 7.5 billion people in the world. • Brands in the ‘business of happiness’ • Coca-Cola has promised optimism since 1886. • But, there is an ever growing pressure from broader set of brands striving to be in the ‘business of happiness.’ • Winning daily share of mind, heart and spirit • will deliver share of wallet. • Optimism • Emotional Uplift. Authenticity. Mythology. Universal. Cultural Leadership. Red. Contour. Spenserian Script. Dynamic Ribbon. • The Secret Formula – Uplift, Refreshment & Great Taste. BRAND AMBITION Move from “Coke is around”(ubiquity) to Coca-Cola is unique and special to me (and everybody) BUSINESS AMBITION Be the driving force for TM recruitment, frequency & delivery of the 2020 growth agenda. Vol. +3.8% (2020 CAGR)

  3. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com

More Related