Rules and guidelines for POP, zones, and portfolio communication

Rules and guidelines for POP, zones, and portfolio communication ManishShrivastava- Group Director, Shopper Capability Info.shoppermarketing@coca-cola.com

Rules & Guidelines for Success when Creating POP February 2014

A Note on Expectations Our executive leadership has requested that we embrace and apply these rules and guidelines in our work. The expectation is that we evolve our output through the natural course of business…Do not hold back work in progress or work that is already on Design Machine or in sales centers. We will update our content, templates and tools over the coming months. We will also be adding guidelines for emerging brands, new package launches and white space layouts in the coming months

Through the years, we have conducted several studies to help us understand what makesgreat POP. 2009 – 1st POP Conjoint analysis 2011 – 2nd POP Conjoint analysis 2011 – 1st POP Neuroscience study 2012 – 2nd POP Neuroscience study

This document provides our rules & guidelines to create successful POP Rules: should be followed in nearly all cases. Guidelines: meant to be applied by a marketer based on the situation they are tackling.

Rules & Guidelines for Success when Creating POP Rules Guidelines • Romance the product with refreshment cues and intrinsics (contour bottle, condensation, not closed, ice, bell glass) • Use no more than 3 visual clusters in the key visual and 3 visual clusters in the white space • Keep text streamlined, ideally no more than 7 words • In the copy, provide an invitation- not a demand - to participate • Communicate the occasion whenever possible • Use natural body language and facial expressions • Focus shopper promotions on “what’s in it for me” and employ “easy math” • When showing food, place the beverage slightly to the back and right if presenting as a meal or combo • Place images on the left and text on the right • Use simple backgrounds that provide context rather than complexity or nothing (floating in air) • Favorfemale talent or mixed female/male talent for Coke POP • Include ice and food to drive appetite appeal • Proceed with caution when using copy in addition to headline unless it clearly adds value to the brand (e.g. Olympics or NCAA) or adds to shopper clarity Rules: should be followed in nearly all cases Guidelines: meant to be applied by a marketer based on the situation they are tackling

A caveat: the examples in this document are chosen to illustrate the rule/guideline in question…they don’t all reflect perfect application of every rule/guideline

Rules

Rules Guidelines Romance the product with refreshment cues (contour bottle, condensation, not closed, bell glass) Showing the iconic Coca-Cola Contour Bottle or the bell glass with irresistible refreshment cues drives higher intent, even if the pictured package is not available in outlet. Similarly, other iconic imagery – for example, the Red Diskand the Dynamic Ribbon – drives positive purchase intent.

Rules Guidelines Use only 3 visual clusters Neuroscience and cognitive psychology have shown the brain loves to process information in chunks of three. Beware of adding more than three clusters: chances are shoppers won’t recall them, but they will definitely feel the visual clutter, diminishing the effectiveness of your communication 1 1 2 2 3 3 Tip: you can create clear perceptual separation between elements, grouping objects into clusters.

Rules Guidelines Use only 3 visual clusters (Continued) Neuroscience and cognitive psychology have shown the brain loves to process information in chunks of three. Beware of adding more than three clusters: chances are shoppers won’t recall them, but they will definitely feel the visual clutter, diminishing the effectiveness of your communication x x

Rules Guidelines Keep text streamlined Short & sweet – seven words or less is ideal for shoppers to quickly understand your message. Make sure to bring brand personality into the message.

Rules Guidelines Provide an invitation—not a demand—to participate Shoppers react much better to open invitations that are not too forceful. Choose words carefully and avoid language that demands something from shoppers. x

Rules Guidelines Communicate the occasionwhenever possible Communicating the consumption occasion is critical to mentally transport shoppers and place them in consumption mode. Occasion-based photography is very effective at communicating higher order emotional benefits – approaches can vary, from direct to more subtle. More Direct More Subtle

Rules Guidelines Use natural body language and facial expressions When leveraging humanity, showcase people in natural, genuine poses and situations. Use people “as they are.” Avoid contrived settings and positions.

Rules Guidelines Focus shopper promotions on “what’s in it for me” and employ “easy math” Do not ask shoppers to do math. Simplify their purchase decision by providing clear price communication, especially when communicating bundles and promotions. x Do the math for our shopper This design enables the 99 cent value proposition to be front and center Too many messages and elements distract from the promotion, making this piece less effective

Rules Guidelines When showing food, typically place the beverage to the back and right Most real-life meal settings have the beverage to the right and behind the food. Mimic this configuration and the brain will recognize the meal as genuine – adding credibility to your communication.

Rules Guidelines Place images on the left and text on the right Make it easier for the brain to process – layouts with the image on the left and text on the right have proved to be more effective with shoppers.

Guidelines

Rules Guidelines Use simple backgrounds that provide context rather than complexity or nothing (floating in air) A good background will help you add dimension to the key visual without trying to add too much information. It should add context but not complexity. Avoid stark or sterile backgrounds – people or product “floating in air” appear unreal and are unappealing to shoppers. x x vs. vs.

Rules Guidelines Favor female talent or mixed female/male talent for Coke POP When possible, show women. Men and women alike respond better to images of women. x

Rules Guidelines Include ice and food to drive appetite appeal Make it irresistible. Romance the liquid. Add refreshment cues. Effective POP should make shoppers taste the product, feel the chill and create instant craving.

Rules Guidelines Proceed with caution when using copy in addition to headline,unless it clearly adds value to the brand (e.g. Olympics or NCAA) or adds to shopper clarity Be careful of trying to add subtext, campaign lines, logos in small type in the corners and other additional elements. Shoppers will not read them anyway—but the addition will add to visual clutter and will ultimately diminish the effectiveness of the POP. x Coke and picnic campaign

Guidance on Zones

Zones Zone ApproachLarge Store Example • STRATEGY • Convert shoppers to buyers • Pick our brand (vs. competitor) • Close the deal • STRATEGY • Romance the product • Drive appetite appeal • STRATEGY • Show the occasion • Plant the seed • Help her visualize and connect emotionally

Zones Transition Zone The objective of the Transition Zone is to create awareness. Plant the seed early in the trip, get her to think about the consumption occasion. This enables the shopper to visualize what she wants and emotionally connect with the brand.

Zones Impulse Zone The objective of the Impulse Zone is to entice, to drive appetite appeal. There are certain types of images that work well in this zone: Cropped in shots of the product that feature all of the appetite cues (condensation on bottle, ice, curvature of the package) Drink shots—show people loving it while they are drinking it Put food in the shot—shoppers love to see drinks and food together

Zones Destination Zone The objective of the Destination Zone is to get the shopper to pick up our brands vs. a competitor at the shelf. We need to make sure the package is featured prominently and clearly in an appealing way. Price and promotions need to be communicated clearly and prominently There are typically a few types of shots that work well for this zone: Cropped in shots of the product that feature all of the appetite cues (condensation on bottle, ice, curvature of the package) Shots with the package in the foreground and occasion in the background

Additional Guidelines for Portfolio Communication

Additional Rules & Guidelines: Portfolio POP Rules Guidelines • Focus on the key visual and package shot insert, as they drive the most purchase intent • Lead with the strongest brand (one brand only)in the key visual • Employ a portfolio package shot insert (vs. a single brand) • Leverage humanity in the key visual • Use headlines that communicate portfolio options • Integrate the portfolio of brands into the key visual if it is appropriate Red Disk Headline Key Visual Package Shot Insert Price Rules: should be followed in nearly all cases Guidelines: meant to be applied by a marketer based on the situation they are tackling

Rules Guidelines Focus on the key visual and package shot insert, as they drive the most purchase intent Key visual and package shot are the most important elements to “get right”. Make sure they take a leading role in your communication and are central to the story you want to tell Impact on Purchase Intent Top Drivers Package Shot Key Visual

Rules Guidelines Lead with the strongest brand (one brand only) in the key visual Leverage the equity of your strongest brand. When using portfolio package shots, always give a prominent role to your strongest brand. Best Good Due to brand breadth of appeal, the Coke key visual drives the greatest portfolio purchase intent

Rules Guidelines Employ a portfolio package shot insert (vs. a single brand) We have proved that employing a portfolio package shot increases purchase intent across the board, without decreasing the purchase intent of the primary brand. Everybody wins! +9 points in Purchase Intent when using Portfolio Package Shot Average Purchase Intent, Portfolio Package Shot = 70 Average Purchase Intent, Single Package Shot = 61 Package Shot Key Visual

Rules Guidelines Leverage humanity in the key visual Adding an element of humanity to POP communications has proven to increase purchase intent (versus POP without humanity). Average Portfolio Purchase Intent of All Portfolio POP with Humanity = 68 72 64 67 +7 points Average Portfolio Purchase Intent of All Portfolio POP with NO Humanity = 61 67 64 58

Rules Guidelines Use headlines that communicate portfolio options When leading with portfolio package shots, make sure your copy alludes to the options offered by the portfolio to maximize purchase intent. Highest Lowest

Rules Guidelines Integrate the portfolio of brands into the key visual if it is appropriate. While shoppers will likely not notice it, it does send a message of choice and options to our customers and other constituents.

Rules Guidelines Integrate the portfolio of brands into the key visual if it is appropriateWhile shoppers will likely not notice it, it does send a message of choice and options to our customers and other constituents

In Summary…

Additional Rules & Guidelines: Portfolio POP Rules Guidelines • Focus on the key visual and package shot insert, as they drive the most purchase intent • Lead with the strongest brand (one brand only)in the key visual • Employ a portfolio package shot insert (vs. a single brand) • Leverage humanity in the key visual • Use headlines that communicate portfolio options • Integrate the portfolio of brands into the key visual if it is appropriate Red Disk Headline Key Visual Package Shot Insert Price Rules: should be followed in nearly all cases Guidelines: meant to be applied by a marketer based on the situation they are tackling

THANK YOU Go to the Shopper Marketing icon on the IMC Portal for more information: https://partner.coca-cola.com/sites/toolkit/portal/index.html

Rules and guidelines for POP, zones, and portfolio communication