pdf file - Villanova University

celebrate.
who?
We are a youth-oriented agency,
powered by creative and spirited,
collaborative individuals. Our
vision-infused approach to
marketing combines strategic insight
and imagination to generate
a powerful brand image, raising
your voice above ordinary volume.
Be heard, plug into
Amplify Communications.
plug in.
what?
• focus on 13-18 year olds
• increase incidence of target market by 6% in order
to yield 3% overall increase
• increase favorite brand rating among target
market by 6% to yield 3% overall increase
how?
• tie Coca-Cola Classic to the celebration of
everyday victories to create additional use
occasions
• promote awareness of mycokerewards.com,
increase traffic and generate greater brand loyalty
• create greater engagement among target market
in Coca-Cola’s current philanthropic efforts
where?
Executive Summary ............................................. 2
Company and Product Information ...................... 3
Research.............................................................. 4
Positioning .......................................................... 6
Target Market...................................................... 7
Campaign Strategy .............................................. 8
Media Timeline .................................................. 19
Public Relations ................................................. 20
Evaluation Plan.................................................. 22
Budget............................................................... 23
Campaign Summary........................................... 26
Reference Sources ............................................. 27
1

executive summary
The Coca-Cola Company has not only been the leader in the carbonated soft drink market, but
also in the beverage market as a whole. Coca-Cola’s core competency is its ability to adapt to
changing consumer demographics and taste preferences, while maintaining its classic image and
market dominance. To achieve this, Coca-Cola has developed many product extensions and continually
updated its marketing strategy in accordance with emerging communications technology.
the challenge
The Coca-Cola Company has identified the following challenge: increase incidence and brand
health and for its Coca-Cola Classic brand among 13-24 year-olds. Capturing the youth market
often eludes companies; they rarely connect with the constantly evolving mindsets of younger
consumers. To overcome this obstacle, Amplify Communications takes a revolutionary tact in developing
and implementing marketing communications plans for our clients. We call it…
Vision-Infused Marketing Communications
Amplify Communications begins this process by focusing on you, our client, and your
marketing objectives. Next, we develop a vision, an overarching campaign strategy designed to
achieve your marketing objectives. Finally, we develop and execute a marketing campaign using
every appropriate promotional tool to convey this vision in a clear, consistent, and compelling
fashion. Applying this approach to Coca-Cola Classic, Amplify Communications has developed the
following campaign strategy:
• Marketing Objectives: increase incidence and strengthen brand health each by 3%.
• Vision: celebrate the Coke Side of Life in everyday moments.
• Marketing Campaign Strategy: use traditional media, in-store promotion, and cutting-edge
media tools, such as advertising through podcasts and DVR technology.
Amplify Communications empowers your brand. We break through the clutter and noise that
consumers typically hear, and achieve your marketing goals by raising your voice above
ordinary volume.
2
plug in.

company and product information
company analysis
The Coca-Cola Company operates in over 200 countries
with a mission to “refresh people every day and inspire
them with optimism through its brands and actions.”
Coca-Cola offers a diversified portfolio of nearly 400
beverages, ranging from soda, juice and sports drinks, to
tea, bottled water, and energy drinks. Popular
beverages include Coca-Cola Classic, Odwalla, Dasani,
Powerade, Minute Maid, and the new green tea
beverage, Enviga. Coca-Cola has led the industry with
product expansion over the years, in anticipation of and
in response to consumer trends.
carbonated soft drink industry analysis
Coca-Cola’s top competitors in the Carbonated Soft Drink (CSD) industry are the Pepsi-Cola Company and
Cadbury Schweppes. These major holders of market share face growing pressure from “new-age carbonated
beverages.” This subcategory consists of energy drinks, diet and low-calorie soft drinks, sparkling water, and
other beverages including premium soda, sparkling juices and teas. Companies have focused on these new
products in response to demanding consumers who seek more variety.
From 1985 to 1998, Carbonated Soft Drink volume growth ranged from two percent to four percent each year.
However, the volume growth has sunk below one percent for the past eight years. In 2005, the Carbonated
Soft Drink industry, volume declined by 0.2%. Despite declining sales in the CSD category, Coca-Cola is confident
that its new marketing strategy will invigorate Coca-Cola Classic’s brand health and increase its overall
market share.
3

esearch.
objectives
• determine which segment(s) within
the youth market to target
• determine which user categories
offer the largest growth potential
• explore packaging
enhancements
• determine brand health and
image
• determine the best methods by
which to reach our target market
segment(s)
methods
• primary research
• focus groups and survey
• tracked media coverage of Coca-
Cola and its competitors
• January to March 2007
• compiled secondary research
• Simmons, SRDS, U.S. Census Data,
beverage digest and Datamonitor
statistics
425 + 27 = 452
completed surveys focus group participants participants
focus groups
composition
• held three different focus groups: Villanova University’s multicultural society, Villanova freshmen
students, and Harriton High School students
insights
consumption
• 13-18 year olds are most likely to drink regular cola while 19-24 year olds tend to drink diet
• 13-18 year olds are in the process of establishing brand loyalty while 19-24 year olds have
determined brand preference
• majority of participants said Coke is used to celebrate special occasions
purchase decision influences
• point of purchase-related factors determine many purchase decisions
• gatekeepers play a large role in the consumption habits of the 13-18 age group
• Coca-Cola is most often associated with family occasions
continued...
4

focus groups continued...
advertising considerations
• popular comedians and memorable commercials create
“buzz” to get young people to talk about products
• expressed the effectiveness of using everyday people to
advertise as opposed to the use of athletes and celebrities
survey
composition
• internet administered survey achieved 425 completed
responses from 32 states across the U.S.
• broad cross-section of American youth ranging from 13 through 24
insights
consumption/purchase
• 87% drink Coca-Cola Classic in a social setting.
• although Coca-Cola Classic is the favorite brand in the
regular-cola category, 25% of those surveyed have not consumed
Coca-Cola Classic in the past week.
• 13-18 females had the highest level of consumption of CSDs
• high school aged respondents most often purchase Coke at a supermarket
or fast food location
psychographics
• more than 94% of respondents perceive themselves to be socially
active
• a majority of respondents claim to be leaders, and perceive themselves
as fun, outgoing, with the ability to achieve anything.
• more than 50% participate in volunteer and charitable activities at
least once a month.
marketing considerations
• 94% of respondents are either not familiar or only vaguely familiar
with the "My Coke Rewards" website.
• 64% buy the brands that they grew up with
• youth market are heavy consumers of technology and media
• 80% of target market are trying to eat healthier foods with 19 to 24
females being the most health-conscious
Key takeaways
youth stress the
importance of
corporate social
responsibility
majority of
respondents have
never heard of the my
coke rewards website
youth market is more
likely to be
influenced people by
people like themselves
as opposed to
celebrities
Coca-Cola’s brand is
perceived as classic,
family-orientated,
and urban
youth market does not
like to participate in
contests and
sweepstakes
19 to 24 females are
the most healthconscious
consumers
5

positioning.
Coca-Cola Classic has long been associated with fond memories of holidays and celebrations
with family, friends and loved ones. We believe that these celebrations can go beyond family
parties to the wonderment of everyday victories. With this in mind, we intend to connect their
special moments with Coca–Cola Classic, thereby increasing consumption of the product.
Through our extensive research, we feel that young consumers will be especially receptive to
these seemingly simple joys to life. We plan to encourage the youth to take pride in the accomplishments
that they would normally see as insignificant and to reward themselves with a Coke.
We see this as Celebrating the Coke Side of Life.
the snooze button
the paper basketball
the snow day
the first kiss
the substitute teacher
the first concert
6

overview
target market.
13-18 females
The aforementioned research has given Amplify Communications the
ability to define the ideal target market for the celebrate campaign.
Based on our understanding of the perceptions and habits of Coca-Cola
Classic consumers, we have chosen age as the prime characteristic to
segment the market. We have concluded that consumer between the
ages of 13 and 18 will be the most effective for achieving our objectives.
The 13-18 year old female market enjoys extreme
sports, fashion, and running/jogging. Radio and
advertising are likely ways to reach this market.
Similar to the 13-18 year old male market, internet
use is a crucial tool to stay connected.
psychographics
Based on our research, Amplify Communications has identified the
following lifestyle elements as the most common among 13 to 18 year
olds:
• Diversity: Growing diversity in term of ethnicity, interests, tastes
and preferences. There is also a growing tolerance.
• Expression: The youth market is finding new outlets to express
their individuality...
• Communication: Use a variety of tools, such as Instant Messaging,
Text Messaging/Cell phones, and online social communication
networks, such as Facebook and MySpace, to stay connected.
• Mobile: This multi-tasking market is always on the go, is heavily
involved in sports and leisure activities, as well as volunteer activities,
school, and work.
• Precocious: Love to emulate older kids
13-18 males
The 13-18 year old male market enjoys extreme
sports, electronics, and new technology. Based on
an online survey we conducted of this demographic,
70% play video games at least once a
week or more. Although interested in technology,
this market is still quite active, participating in a
range of sports and physical activities. Since this
market values staying connected to friends, they
are frequent users of the internet.
7

campaign strategy.
creative objective
Amplify Communications aims to remind consumers to celebrate the little things in life. This message is a
consistent theme throughout our advertisements, each of which seeks to achieve the objectives of increasing
incidence rate and brand health of Coca-Cola Classic.
media objective
Amplify will reach the targeted youth demographic through their preferred media and technologies, including
watching television, listening to music, most likely on an iPod, socializing online, and surfing the web. The goal
of the employed mediums is to effectively penetrate and compliment the lifestyle of our target market in order
to achieve our campaign objectives.
television.
two campaign phases
• January through June and September through December
• July and August will mark the execution of other advertising strategies
network implementation
• Fox, NBC, ABC, The Disney Channel, Nickelodeon, MTV, and The Cartoon Network
• All of these stations have demonstrated consistent viewing in the targeted market
advertisement formats
• Three 30-second commercials highlighting the celebration of the little things in life in
accordance to the psychographics of our target demographic
• Demonstrate that the “Coke side of life” is present in every day life.
• The celebration of the small things transcends cultural boundaries, whereby identification with
this concept is not limited by race, gender, or other differences within our demographic
8
Television Network Gross Rating Points
FOX 22,310,000
ABC 16,050,000
NBC 13,860,000
Disney 12,390,000
Cartoon Network 7,720,000
MTV 7,650,000
Nickelodeon 7,630,000

celebrate love at first sight.
Setting: teenagers celebrating at a 1980s house party
Shot: shy girl sits alone with Coca-Cola bottle,
briefly looks up and sees boy in whom she is
interested
Sfx: ambient party sounds
Shot: protagonist reluctantly joins her friend,
finishing her Coke, Friend takes bottle and joins
others on floor
Sfx: ambient party sounds
Shot: boy spins the bottle first and it lands on
the protagonist, she looks up for the first time
revealing beautiful eyes, they kiss, camera
pans down to bottle, fade to white
Sfx: mellow instrumental music
Shot: fade in from white, kiss “flashed forward”
to reveal future versions of initial characters
in mid twenties and still together
Sfx: music picks up with light vocals
Shot: “love at first sight” displayed for a few
seconds before fading, “Celebrate” remains
Sfx: music continues
Shot: “the Coke side of life” fades in followed
by website
Sfx: music continues then fades
9
9

celebrate making it.
Setting: a multicultural rock band greets applauding fans but is soon interrupted
Shot: large crowd applauding and going wild
just after band finishes playing, camera flashes
Sfx: guitar distortion fading as a song has just
Shot: daydreaming band revealed in garage
and appear to be upset by mom’s disruption
Sfx: door opening, mom says “Honey, dinner’s
ready!”
Shot: mom turns away from doorway and then
shouts back toward garage
Sfx: mom informs band about phone call saying
they landed a small, local gig
Shot: band members celebrating biggest accomplishment
with Cokes
Sfx: ambient celebration sounds, rock music
starts
10
Shot: “making it” displayed for a few seconds
before fading, “Celebrate” remains
Sfx: music continues
Shot: “the Coke side of life” fades in followed
by website
Sfx: music continues then fades

the celebrate montage.
Setting: various multicultural characters experiencing a normal day at school
Shot: student runs for bus and barely flags it
down before it pulls away, flashes sheepish
grin at disgruntled bus driver and looks relieved
as tagline appears
Sfx: ambient sounds, upbeat song starts
Shot: student nervously anticipating getting an
exam back, receives exam and is pleasantly
surprised, teacher smiles and student is satisfied
with good grade, tagline appears
Sfx: ambient, music continues
Shot: a student waits nervously to be picked
for a gym class softball game and is thrilled
when not picked last
Sfx: ambient, music continues
Shot: a teacher walks in with no books and
writes name on board, introduces self, puts
movie on and sits down, tagline appears
Sfx: teacher introduction, ambient, music
continues
Shot: characters come together at the end of
the school day, sharing Cokes, appearing very
happy, tagline appears
Sfx: ambient celebration, music continues
Shot: “Celebrate the Coke side of life” fades in
followed by website
Sfx: music continues then fades
11

dvr technology.
Developments in the Digital Video Recorder (DVR) industry are affording
marketers new means through which to target audiences. This technology
incorporates a single image into the regular commercial format, repeating the
slide often enough for the DVR user to see the image while fast-forwarding, but
infrequently enough that the viewer watching live television will never be
interrupted by the image. This incredible new technology that allows the viewer
to fast forward through commercials is a great reason to celebrate!
12

print.
In order to maximize our ROI on our print advertisements,
it is necessary to be selective and strategic
in choosing which magazines to advertise in and
when to run the campaign. Amplify has allocated
the print advertising budget by females and males.
For females, the print campaign will appear in Seventeen
and CosmoGirl!. Seventeen reaches 13 million
females between the ages of 12-24 every
month, making it the most popular teen magazine
today. CosmoGirl!’s circulation is almost as impressive
with 8 million readers per month and the title
of “#1 Selling Teen Magazine at the Newsstand”
(www.hearstcorp.com). We will alternate advertising
in each magazine every month, continuing
throughout the plan year. This strategy will enable
us to reach CosmoGirl! and Seventeen readers
equally, providing a greater audience range while
avoiding superfluous costs.
There are few publications targeting teen males;
however, gaming magazines are the most popular.
Accordingly, we will advertise throughout the campaign
year in GamePro magazine, the “#1 Most
Read and Favorite Video-Game Magazine in North
America” (Teenage Research Unlimited, 2004). The
publication boasts 3 million readers every month,
with 39% between the ages of 12-19, thus providing
an excellent opportunity to reach a significant
portion of our male target market.
Cost
Monthly Annual
Seventeen $ 108,335 $1,300,020
CosmoGirl! 91,270 1,095,240
GamePro 25,050 300,600
Total Print Ad Cost $ 2,695,860
13

out-of-home advertising.
point-of-purchase
In -tore refrigerator sticker
theme parks
Attendance at theme parks is well over one million people
a year, with most of their traffic experienced in the
summer months. Moreover, traffic through these parks
has been increasing at an annual ate of 2.2%
(about.com).
With this in mind, beginning in May and ending on Labor
Day, T-stand advertisements will be placed in the six
most visited Six Flags theme parks in the country, which
are among the top 25 most visited theme parks in America
including locations in NJ, CA, IL, GA, and two in TX.
Amplify Communications discovered that our target market
frequently makes purchase decisions in stores. Therefore,
we will implement different point-of-purchase tactics at retail
locations for Coca-Cola products. During the summer,
Celebrate stickers will be affixed on refrigerator doors with
specific seasonal slogans. An example of a summer slogan
would be “Celebrate the blast of cool air on a hot day.” By
integrating these point of purchase displays, Amplify reinforces
the strategy of celebrating little victories.
Another innovative tactic is floor stickers. These strategic
Celebrate stickers will display Coca Cola Classic graphics
leading consumers to product displays in the aisles. The
stickers will display graphics associated with celebrations
such as confetti or streamers. The Celebrate stickers and
aisle displays will reinforce the Celebrate Coke campaign
and grab the attention of consumers.
malls
Mall kiosks are an opportune area to place our advertisements as
the targeted market spends a large portion of their time at malls.
In addition, a large portion of the males in out target market
spend time playing video games. Accordingly, advertising in
malls near video game arcades is an ideal location to reach our
target audience. Kiosks will be placed in 50 malls nation wide for
the entire duration of our campaign.
movies
According to Amplify’s primary research, our target market
enjoys going to the movies. Our movie advertising will seek to
reach our target demographic in the summer months when they
have a larger disposable income, and when many movie studios
are releasing “summer blockbusters” that are rated PG or PG-13.
By placing 60-second advertisements on six movie screens in 30
theatres for 12 weeks, we will reach a large number of youth.
14

additional print/outdoor creative.
15

interactive media.
online
The internet advertising campaign will be implemented throughout the entire plan year.
banner advertisements
Banner advertisements will be implemented in six-month time frames on ten different websites which will cover a variety of
different categories that interest teens. These categories include social networking, user-generated content, gaming, humor,
music, and television. The chosen six months for each website will depend on the site’s monthly traffic and seasonality associated
with fluctuations in traffic on the website.
MySpace
Webshots
Google Video
website time frame positive attributes
June through December
• summer months when our target market has more free time
• back-to-school months
March through August
• traffic peaks in March and May
June to August and November to January
• includes summer, the holidays, and school vacations
• high traffic
• growing in popularity
• constant traffic volumes
• constant traffic volumes
Yahoo! Games June to August and November to January • games site
CNET Entertainment June to August and November to January • games site
• attracting new, unique users
• most traffic from August to January
eBaum’s World
February to May and September to October
• the time spans when the campaign has the least web presence
• consistent with the school year
• target markets shares humorous online
content with friends
AOL Music April to June and November to January • peaks in May
Yahoo! Music
MTV
ESPN
April to June and August to October
March and April and from August to November
• supplement Spring Break events and new show debuts
February, March, and June, and from September to November
• Super Bowl, March Madness, and the World Series
banner ad succession
• nearly no fluctuation in web page views
by month
• most web page views in
• September
16

Coca-Cola at
MySpace.com
MyCokeRewards.com
Amplify proposes minor additions to the Mycokerewards.com
website, while seeking greater integration
with Mycoke.com. Essentially, we aim to showcase the
many activities on Mycoke.com, while still encouraging
users to drink Coke for points redeemable on
mycokerewards.com. Specific implementations will
include the addition of four new games, which will be
easily scalable. The games will feature the GTA
character, the polar bears, the Happy Factory characters,
and animated Coke bottles; such images are very
memorable and associated with Coca-Cola. By featuring
them in the games, they will also strengthen the brand
recognition and reinforce past campaigns. Additional
website design will account for $1,500 in our budget.
AOL instant messenger
An important element of the online banner campaign will be an
expandable banner on AOL Instant Messenger. The expanded
banner will contain a teaser mini-game that the user can play on
the spot. Games can consist of one of the memorable Coca-Cola
characters, such as the “Grand Theft Auto” character or the polar
bears. The banner will invite the user to play the full game on a
page we will create on mycokerewards.com. We will also
consider easily integrating the games found on MyCoke.com, by
using a name and password that will link the user back to their
MyCokeRewards account. Achieving a score on the game above a
certain level will allow the user to win free My Coke Rewards
points. The games will not only retain current users of
mycokerewards.com, but will attract new users who may not
have tried using the site. A banner on the homepage of
mycokerewards.com will also attract additional players.
MyCokeRewards.com
with additions
17

podcasts
Amplify will integrate podcast advertising. Their increasing popularity will be a
huge advantage in effectively executing this phase. Research has shown that the
most active and dedicated listeners to podcasts are young, hip, internet savvy
individuals who have the ability to multi-task.
Unlike the radio, which integrates multiple commercials together, Podcast
advertisements will integrate multiple five-second renditions of the “Always”
Coca-Cola theme song. This short mnemonic device will be tailored to fit the feel or
genre of each show and will serve to remind listeners to consider picking up a
Coke while enjoying their favorite podcasts. While the audio commercial is played,
a visual web advertisement is displayed on the audio software, such as an iPod or
a laptop. Because there is only one advertisement at a time and it is brief, the
viewer is likely to pay attention rather than disengage from the message.
Examples of Coca-Cola’s podcasts include the five-second theme song by a female
vocalist humming (primarily for girls), an electric guitar rendition (primarily for
boys), and the short theme being “beat-boxed” (primarily aimed at urban youth).
Though podcasting is a relatively new technology, its potential to connect with the target market should not be ignored.
Additionally, this form of advertising can be attractive for both the Coca-Cola Company as well as providers of podcasts, especially
ones offered for free, that are trying to gain legitimacy with the coveted 13-18 year old demographic.
podcast
advantages/specifics
Pardon the Interruption
x-Plau
• The most popular podcast on internet
• Weekly advertisements from September to
November and in February, March, and June
• Targeted to internet gamers in 12-24 age
group
• Most popular gamer podcast
• Advertisements run in summer, and from
November to January
Muggle Cast
• Harry Potter podcast hosted by teenagers
• Popular, and receives a lot of press
• Run advertisements during the summer
18
Dane Cast
• Dane Cook hosts the number one rated
entertainment podcast currently
• High school demographics enjoy comedians
• Run advertisements during the summer and
from November to February

media timeline.
Media Category Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.
TV
Network Television*
Cable Television**
Magazines
CosmoGirl!
Seventeen
GamePro
Public Relations
Red Bottles
Sales Promotion
Floor Stickers
Freezer Stickers
Interactive
Myspace.com
Facebook
AOL Games
Yahoo! Games
GameSpot
MiniClip
AOL Music
Yahoo! Music
MTV.com
ESPN
Podcasts
ESPN Pardon the Interuption
X-Play Daily Video
MuggleCast
Dane Cook: DANEcast
Outdoor
Six Flags Theme Parks
Mall Kiosks
Movie Theaters
* Fox, NBC, ABC
**The Disney Channel, Nickelodeon, MTV, Cartoon Network
19

public relations.
To increase brand health, Amplify proposes a corporate social responsibility public relations initiative with the theme:
“Celebrate the Power to Change the World, Celebrate the Coke Side of Life.” The objectives are to:
• raise national awareness about AIDs
• inspire local involvement through community service projects
Amplify proposes that Coca-Cola Classic initiate a campaign working towards
the alleviation of the world’s AIDS epidemic. As such, the Product (RED)
Campaign will inform consumers about Coca-Cola’s global social initiatives.
In accordance, Amplify suggests the introduction of an opaque, red,
plastic, 20-ounce bottle. This new packaging would give the traditional Coca-
Cola bottle greater consumer appeal without changing its core identity. Furthermore,
the suggested limited edition packaging will differentiate Classic
Coca-Cola from the other, regular labeled bottles.
The bottle would be made available in the beginning of November. This is an
optimal time frame as December 1st is World AIDS Day and marks the
beginning of International AIDS Month. The distribution timing will heighten
media awareness regarding the Product (RED) Campaign.
packaging
• Product (RED) Campaign
• opaque, red, 20-ounce bottle
• 30% of profits to global fund
20
Coca-Cola will donate 30% of sales profit from the red, 20-ounce bottle. During this promotional period, the standard Coca-Cola
Classic bottles will remain available for purchase. Augmenting current sales with the units sold of the red bottle will increase
gross sales volume for 20-ounce bottles. The campaign will be limited to 20-ounce bottles.
The Product (RED) Campaign will positively contribute to point-of-purchase sales. The bottles will catch the attention of
consumers lost in the boredom of the stagnant display of soda packaging. In addition, print media will feature an image of the
red bottle with the tag line:
Celebrate the Power to Change the World.
The “Celebrate the Power to Change the World” theme segue into the Product (RED) Campaign national competition. The
underlying concept supports the youth market’s efforts to make a difference in ways both big and small. It is through these
improvement efforts that the youth market can “change the world.” Coca-Cola wants to celebrate these contributions.
Accessible through the Coca-Cola website, participants are encouraged to submit an essay, photograph, and/or video displaying
the charitable projects during the month of November via the Coca-Cola website. Participants must be between 13– 18 yearsold.
It is through these personal submissions that youth will be inspired and encouraged by other teens to become involved.
This contest will increase consumer interest thus driving traffic to the website.
To measure the impact of Amplify’s recommended Global Corporate Responsibility Initiative, we propose tracking sales of the
red bottle. Success will be determined according to the comparison of fourth quarter sales from previous years. Furthermore, the
contest entries from the website promotion will help to gauge the passions and emotions which drive youth in our target market.
Using the information these individuals provide, Coca-Cola will better understand the psychographics of the important youth
market regarding Coca-Cola Classic.

evaluation plan.
The objective for Coca-Cola is to increase the incidence rate and brand health in the target market of 13-24
year olds by 3%, respectively. As our focus is solely on 13-18 year olds, which only account for half the total
market, the objective of our campaign is to increase incidence and brand health by 6%.
To track our incidence rates through the year, we
will employ surveys at four key points in our campaign:
in January, in May before summer, end of
August, and the end of December. Surveys will be
administered online using an independent research
company, such as Harris Interactive, and will be
tied to incentives relating to Coca-Cola Classic and
mycokerewards points.
We will measure our popularity on the web by
measuring our web hits after the launch of
Celebrate campaign. We recommend the
implementation of affiliate marketing techniques in
order to track the number of click-throughs per site.
Thus, the effectiveness of each site will be evaluated.
Amplify will monitor both the sales of the red bottles
and the number of submissions to analyze the
effectiveness of the “Celebrate the Power to Change
the World” campaign.
We anticipate an additional spike in our incidence
and brand health due to our Red Bottle campaign in
accordance with the fight against AIDS, which occurs
in November.
Sales Response Curve
%
20.00%
18.00%
16.00%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
Incidence
Brand Health
January
February
March
April
May
June
July
August
September
October
November
December
time
22

udget allocation.
23

campaign budget.
Television 6,000,000
Magazines 1,527,630
CosmoGirl! 547,620
Seventeen 650,010
GamePro 330,000
Interactive 2,150,000
Internet 2,100,000
Podcasts 50,000
Outdoor Advertising 2,765,014
Theme Parks 1,800,000
Movie Theaters 216,000
Mall Kiosks 558,000
Floor Stickers 133,514
Freezer Stickers 57,500
Red Bottles 500,000
Licensing and Incidental Fees 57,356
Production 2,000,000
Total 15,000,000
24

the family.
4: Professor William Madway, Kyle Scudilla, Jeremy Cantarow, Rachael Levenson, Wil Kristin, Paul Campagna
3: Evan Armstrong, Sara Horstmann, Courtney Betley, Cristina Chewning, Jamie Herman,
Janette Spreen, Marianna Visnadul, Lindsay Clark, Steph Zaucha, Mallory Smith
2: Lily Linquata, Colleen Dunleavy, Jenn Cacace, Carla Cardona, Katie Thompson
1: Christine Vianna, Kristina Ordoneza, Maria Amjed, Jacqueline Perry
media.
account
management.
creative.
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campaign summary.
Amplify Communications celebrate Campaign began researching the youth market through three means of
information gathering: secondary research, focus groups, and an online survey. The two most significant findings
from this research process are that 13-18 year olds represent the best target within the youth market
and that these consumers are greatly influenced, not by celebrity personalities, but by depictions of people
“just like them.”
Our research also shows that 13-18 year olds are less health-conscious than their older counterparts, and they
tend to be fun-loving, outgoing, active, and technology-savvy.
The Celebrate Campaign we developed is designed to connect the little moments in life with Coca-Coca Classic
as a part of “the Coke side of life.” Through bold, playful images and poignant messages, conveyed through
traditional media, interactive media, and our social responsibility initiatives, we expect to increase incidence
and brand health by 6% respectively among 13-18 year olds.
It is through Amplify Communications’ extensive knowledge of the youth market that meaningful connections
are made with this demographic. In order to reach this coveted yet confounding market, we do not simply get
to know the youth market, we become the youth market.
As a full service communications firm, our budget allocation for the celebrate Campaign consists mainly of
traditional media such as television and print advertisements. However, Amplify Communications differs from
other communications firm because of our Vision Infused Marketing approach. Our creative team has
put us on the cutting edge of non-traditional media, through such vehicles as podcasts and DVR fast-forward
formatted advertisements. Amplify Communications’ Campaign will overcome all surrounding media noise to
make Coca-Cola Classic heard in the youth market.
Amplify Communications invites you to celebrate…..
plug in.
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Images:
reference sources.
200405329-001/Tim Jones/courtesy of Getty Image
Shy Girl picture for Love at First Sight:
E010588/Photodisc/courtesy of Getty Images
Spin the Bottle pic for Love at First Sight:
200464260-001/Lisa Pines/courtesy of Getty Images
20-something couple kiss for Love at First Sight:
56385682/Stockbyte/courtesy of Getty Images
Serious looking bus driver, not happy she had to stop the bus for the
kid being late:
BF0989-001/Frank Herholdt/courtesy of Getty Images
Kids hanging out: 57613813/Stockbyte/courtesy of Getty Images
Image 200473276-001 (Royalty-free)
Collection: Photodisc Red
Three teenage girls (13-18) photographing themselves on bed, smiling
Photographer: Tonya Constantine
Industry Reports:
Beverage Digest, March 8, 2006, Beverage Digest Company, LLC
2005 Teens– Adult National consumer survey, Simmons Market Research Bureau
SRDS Media Solutions
Nielson Media Research Television Audience Data
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6:00 and time to wake up already?
Just 5 more minutes.
…. 5 more minutes….
…. 5 more minutes….
but don’t wait to RSVP to...
plug in.
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