Erin Cardona (CTAD) Noa Dekel (AP)

Meryl Fernandes (CTCW) Michael Pang (AP)

What Do We Want To Do?

Make Coke appealing to our target audience in order to increase sales.

What Is The Problem?

Health concerns take a toll on soda sales,

and Coke is losing its consumers to

healthier options

What Is Our Strategy?

Make Consumers move away from the logic behind drinking Coke

How Will We Do That?

By giving Coke alternative benefits which alternatives cannot supply,

so that consumers ignore the health concerns

Who Are We Targeting?

You. Gen Y’s.

How Are We Going To Appeal To Them?

By making Coke a symbol of everything they abandoned that used to make them happy.

When You Were A Kid, Did You Ever Say NO To This?

Would you ever say NO to these guys?

What About To This?

A SMART QUOTE

REMEMBER THESE GUYS? THEY STILL MAKE YOU FEEL GOOD RIGHT?

YES, THEY DO.

RTB

Our generation grew up on Coke, which symbolized

joyfulness and carelessness

Platform

Position Coke as the Fountain of Youth. Coke enables the child in you to come out and play.

The Creative

Interactive Print

Interactive Print

Limited Edition Product Re-Design

Limited Edition Magnetic Coke Cans

Cans for personal use and commercial use will be sold as polarized magnetic cans. Half the case will be + charge and half -charge, so it will encourage people to interact with each other and play with their cans together.

Interactive Ambient

Interactive Ambient

Other Ideas Include: -Memory Game to get a coke free from a vending machine. -Tick-Tack-Toe with a friend to win a coke

Radio

When you search 80’s or 90’s music, targeted radio spots will come on as the

ads for Pandora.

Radio

Coca Cola Puddle, Monkey Bars, Snow Pandora 80’s playlist mid-song slot 10 Sec Little Child (Boy): Can I go outside?

I want to jump in that puddle across the street, and run through those sprinklers in the garden. !

Adult (Man): But we’ll get wet and dirty. ! Announcer: Coca Cola - Grow Young

__________ Little Child (Boy): I want to get outside and hang on those monkey bars at the park. ! Adult (Man): But they’ll think we’re crazy… ! Announcer: Coca Cola - Grow Young

__________ Little Child (Girl): What is this screen you keep staring at? Its snowing outside, lets make snow angels & a really really big snowman. ! Adult (Woman): But we really should be working… Announcer: Coca Cola - Grow Young !

Digital:

Based on the “Truth or Dare” game, we want adults to play the game with their childhood friends. They will “friend” them on facebook and play a private game of “Truth or Dare” together. Players will post answers and upload videos/pictures of them preforming dares. Questions for the game will be provided by Coke or players can create their own. All games will be private unless players choose to share.

Dare You To: Give A Standing Ovation…