George Wheen Portfolio summary

BUILDING BRANDS THAT STAND OUT FROM THE CROWD

GEORGE WHEEN

COCA-COLA

LED MASTERBRAND LAUNCH A ONE BRAND APPROACH ACROSS COKE TM

TO TRANSFORM AN ICONIC BRAND

FROM 4 DISTINCT BRANDS

TO 1UNIFIED BRAND

WITH A NEW VISUAL IDENTITYFOR CONSUMERS, TRADE & STAKEHOLDERS

DEVELOPED & LAUNCHED TV CAMPAIGN TO ESTABLISH ONE BRAND POSITIONING “CHOOSE HAPPINESS”

WITH A SOCIAL FILM ACHIEVING UNPRECEDENTED VIEWS FOR COCA-COLA

https://www.youtube.com/watch?v=839sF-RdvcI17 MILLION VIEWS ACROSS YOUTUBE & FACEBOOK

WITH PRINT TO ESTABLISH VARIANT BENEFITS

LED 100 YEARS OF CONTOUR CAMPAIGN

ADAPTED “KISS HAPPINESS” TVC THAT ESTABLISHED CAMPAIGN IDEA

DEVELOPED ICONIC VISUALS THAT DROVE IMPACT - OUTDOOR

GENERATING FRONT PAGE NEWS IN CHALLENGING ENVIRONMENT FOR COKE

LEADERSHIP OF “SHARE A COKE” CAMPAIGN 2014

A CAMPAIGN OF UNPRECEDENTED SCALE FOR COCA-COLA

THAT HAD HUGE COVERAGE IN MARKET

WE MOBILISED COCA-COLA EMPLOYEES ACROSS EUROPE

AND INTRODUCED CAMPAIGN INNOVATION TO INCREAS CAMPAIGN ‘TALKABILITY’

AND USED SOCIAL LISTENING TO GENERATE ADDITIONAL ENGAGEMENT

WE ADDED E-COMMERCE TO DELIVER AMAZING PERSONAL EXPERIENCES

RESULTS

IC VOLUME SHARE +1.3PTS

RECORD BREAKING CAMPAIGN AWARENESS

INCREASED TEEN RECRUITMENT

TV

DIGITAL SHOPPER

GB SPORTS BOTTLE ACTIVITY WAS HUGELY SUCCESSFUL – 3.2% REDEMPTION - HIGHEST EVER CCGB PROMOTION

DEVELOPED A COMPELLING BRAND POSITIONING

LEVERAGING PASSIONS, ASSETS & EXPERIENCES

… WITH RELENTLESS PERFORMANCE

NO. 1 ENERGY DRINK ASSOCIATED MUSIC

2013 - NO. 2 ENERGY DRINK

£100M BRAND SALES

KEY DRIVER COCA-COLA GB INCREMENTAL PROFIT

25

LED POWERADE BUSINESS IN EUROPE

DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS

WAYNE ROONEY

TEAM GB – BEIJING OLYMPICS

DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS

LAUNCHED POWERADE ZERO WITH JESSICA ENNIS AS AMBASSADOR

JESSICA ENNIS

HYDRATING

LED 2012 EUROPEAN AND GLOBAL POWERADE OLYMPICS & EURO CAMPAIGN

2012 2010

EURO

DRIVE AWARENESS OF POWERADE’S HYDRATION ROLE ON FIELD OF PLAY

ESTABLISH PRODUCT PORTFOLIO AND OLYMPIC ASSOCATION

ZERO

Disruptive Design standard packs /Gift with purchase

(JPG bottle)

PARALYMPICS

Latest fashion, competitions

JPG: exclusive

interviews and accessories

OLYMPICS100M FINAL

TICKETS

ION4

SPORTS BOTTLE

ACTIVATION

OLYMPIC VISION – A CAMPAIGN 3 YEARS IN DURATION

1 YEAR TO GO (GB)

2011

IN 2012 LEVERAGED POWERADE’S UNIQUE PIECE OF SPORTS KIT

VIS

ON FIELD OF PLAY

SHOPPER ACTIVATION

TVCSOCIAL MEDIA

OUTDOOR & PRESS

COMMUNITY

Classified - Restricted

2012 CAMPAIGN: ALL CONNECTION POINTS FOCUSED ON COMMUNICATING ROLE ON FIELD OF PLAY

RESULTS

Activated 25+ markets globally

Smashed Campaign norms

High Brand Association with Olympics

Sales in GB +33% YOY

Classified - Confidential