Coca-Cola

Coca-Cola Creative Group Idea

Coca-Cola has long prided itself on being the premier brand of soda for all ages. It prides itself on its image of bringing refreshment, and is always associated with a smile. Although Coke still is the number one brand in soda, Pepsi has begun to take over the market of 17-23 year olds. Along with Mountain Dew and Dr. Pepper, Pepsi has found that it is fairly simple to market to that age group, if you think outside the box, and relate to the life of the young adult. At Coca-Cola, we feel that it is time to think outside the box, and sort of slightly veer off the classic image. Overall, our team feels that the best way we can accomplish the feat is to directly appeal to the typical young adult by having an ad campaign based on the outside the box things that young adults enjoy doing.

For our base advertising, print ads and commercials that show the fun, out-of-the-box things that young adults to enjoy themselves. There are two catches, however: one is that Coca-Cola will be integrated into the ads. The second is that the commercials and print ads will have an amateur feel. With the success of You Tube, we want to give our commercials the look of footage that a group of friends took when they were enjoying themselves. We feel that people will easily relate to this in a humorous way, and it will help our product become more recognized in the young adult market. For example, our commercials will be shot with the REC and battery symbols (seen when using a camcorder, also maybe having a coke can as an image on the camcorder), to make the audience think that these are REAL people REALLY having fun and making sure that Coca-Cola is marketed in the commercial at the same time. Print ads will be, for example, a Polaroid picture. This also helps our ad campaign for consumer involvement, since we can hold contests for videos or pictures of