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Diet Coke. Integrated Marketing Solutions Inc. Anthony Camp , Alexander Negle, Jamie Mencer , Curt Shaffer. Background. Wieden and Kennedy 150 Varick St. New York, NY 10013 Wk.com $36 million campaign Dodge, Kraft, Nike, Old Spice. Research Findings. Research Findings.
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Diet Coke Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer
Background • Wieden and Kennedy 150 Varick St. New York, NY 10013 Wk.com • $36 million campaign • Dodge, Kraft, Nike, Old Spice
Research Findings *Top 2 category Motivators are Taste and Low Calories
Positioning Map High Calories Good Taste Bad Taste Zero Calories
Positioning Statement • Women ages 15-34 • Health conscience • Frame of reference • Diet Pepsi, Diet Mountain Dew, etc. • Water, flavored water, juices, etc. • Point of Difference • Coke is the most recognized brand in the world
Current Creative • Commercials • Online media • Print/ Outdoor ads
The coke can was designed in the early 1980’s • We feel the old can is boring/brand • Doesn’t crab the consumers attention Old Diet Coke Can New Diet Coke Can • More sophisticated and savvy • Grabs your attention
Current Diet Coke Commercials • We believe the “Stay Extraordinary campaign commercials can be improved • We feel that they are promoting Diet Coke as a breakfast drink • Unhealthy • We feel it should not be a substitute for breakfast drinks • We find the commercials boring • Lack of energy or heart felt messages
Online • Diet Cokes Webpage • They are consistent with diet coke colors • Style of the website is bland • The First look is liking them on Facebook • More focus should be put on the new design itself • They need to update their 12oz new cans • They do have direct links to their online and Facebook.
Online • Facebook • Not integrated at all • Weak • Only display one ad on front page • They do have updated pictures on the new can • They don’t have a separate tab about the “Stay Extraordinary” Campaign • We feel due to the number of “likes” on the page it is a missed opportunity for the Diet Coke brand
Online • Twitter • More integrated with their website • Better integrated than Facebook • They don’t tweet any deals • They tweet random stuff • People do #extraordinary
Print • The outdoor/print ads are very integrated with the new campaign • Somewhat integrated with the commercials for the new campaign. • Big city atmospheres • Displayed 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 )
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.”
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.
Creative Strategy Elements • Target Response after the Message: • “I prefer Diet Coke as my daily diet soft drink.”
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)
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 Diet Coke you can't do what I can...“ Hope Solo: "Oh yeah? What's that?"
Camera shows the Diet Coke cans on the goal line, then on the corner of the field
Camera shows the Diet Coke cans on the goal line, then on the corner of the field
Messi kicks the ball… Lionel Messi: "Watch and learn"
… and hits the can on the goal line Hope Solo: "I believe that's a GOALLL!"
…and hits the can on the corner Lionel Messi: "Got it!"
…but misses the can on the corner Lionel Messi: "Looks like a win for me!"
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)
Screen fades to black then the words "Stay Extraordinary appear in red with the new Diet Coke can to the right of the text Song continues playing throughout commercial
Diet Coke Website • New Diet Coke Website
Media Objectives • Reach Goal • 80% of Target Audience • Frequency Goal • Cable TV = 13.85 Internet = 34 National Magazine = 1.1 Outdoor = .45 Spot Radio = 5.7 • Total: 55.1
Media Strategies • Media Mix Percentages • Cable TV: 40% $ 40 Million • Internet: 35% $35 Million • National Magazine: 15% $15 Million • Outdoor: 5% $5 Million • Spot Radio: 5% $5 Million
Media Strategies • Media Weight • Cable TV = 40,000,000/36,100 = 1,108 Internet = 35,000,000/12,858 = 2,722 • Magazine = 15,000,000/165,700 = 90 Outdoor = 5,000,000/139,740 = 36 • Spot Radio = 5,000,000/10,933 = 457 • Total: 4,413
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)
