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Diet Coke Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer
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Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Mar 30, 2015

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Page 1: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Diet CokeIntegrated Marketing Solutions Inc.

Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer

Page 2: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Wieden and Kennedy150 Varick St.New York, NY 10013Wk.com

$36 million campaign Dodge, Kraft, Nike, Old Spice

Background

Page 3: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Diet Coke

Diet Pepsi

Diet Mt. Dew

Diet Dr.

Pepper

Coke Zero

0

5

10

15

20

25

Unaided Awareness

Number of Inter-viewees

Research Findings

Page 4: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Diet Coke

Diet Pepsi

Diet Dr.

Pepper

Diet A&W Root Beer

Diet Mt. Dew

05

101520253035

Diet Soda Preference

Percentage of In-terviewees

Research Findings

Page 5: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Rank  1 2 3 4 5 Response

CountAffordable Price(2.8)

28.8% (15)

19.2% (10)

13.5% (7)

19.2% (10)

19.2% (10)

52

Taste(3.67)

26.9% (14)

3.8% (2) 1.9% (1) 9.6% (5) 57.7% (30)

52

Availability(2.57)

28.8% (15)

17.3% (9)

28.8% (15)

17.3% (9)

7.7% (4) 52

Low Calories(2.86)

32.7% (17)

9.6% (5) 17.3% (9)

19.2% (10)

21.2% (11)

52

Brand(2.63)

28.8% (15)

19.2% (10)

25.0% (13)

13.5% (7)

13.5% (7)

52

Research Findings

*Top 2 category Motivators are Taste and Low Calories

Page 6: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

  Taste Low Calorie

Diet A&W Root Beer 3.31 2.69

Diet Coke 3.54 2.83

Diet Dr. Pepper 3.38 2.96

Diet Mountain Dew 3.44 2.86

Diet Pepsi 3.48 2.85

Research Findings

Page 7: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Positioning MapHigh Calories

Zero Calories

Good TasteBad Taste

Page 8: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Women ages 15-34◦ Health conscience

Frame of reference◦ Diet Pepsi, Diet Mountain Dew, etc.◦ Water, flavored water, juices, etc.

Point of Difference◦ Coke is the most recognized brand in the world

Positioning Statement

Page 9: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Current Creative• Commercials

• Online media

• Print/ Outdoor ads

Page 10: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Old Diet Coke Can New Diet Coke Can

• The coke can was designed in the early 1980’s

• We feel the old can is boring/brand• Doesn’t crab the consumers

attention

• More sophisticated and savvy

• Grabs your attention

Page 11: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Current Diet Coke Commercials

• We believe the “Stay Extraordinary campaign commercials can be improved

• We feel that they are promoting Diet Coke as a breakfast drink• Unhealthy• We feel it should not be a substitute for breakfast drinks• We find the commercials boring • Lack of energy or heart felt messages

Page 12: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Diet Cokes Webpage They are consistent with diet coke colors Style of the website is bland The First look is liking them on Facebook More focus should be put on the new design

itself They need to update their 12oz new cans They do have direct links to their online and

Facebook.

Online

Page 13: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Facebook

Not integrated at all

Weak

Only display one ad on front page

They do have updated pictures on the new can

They don’t have a separate tab about the “Stay Extraordinary” Campaign

We feel due to the number of “likes” on the page it is a missed opportunity for the Diet Coke brand

Online

Page 14: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Twitter

More integrated with their website

Better integrated than Facebook

They don’t tweet any deals

They tweet random stuff

People do #extraordinary

Online

Page 15: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Print

• The outdoor/print ads are very integrated with the new campaign

• Somewhat integrated with the commercials for the new campaign.

• Big city atmospheres

• Displayed at bus stations, metro stations and billboards along buildings and walls

• “Stay Extraordinary” slogan is on every ad

(all print/outdoor ads are from their Facebook page under photos )

Page 16: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Creative Strategy Elements Target Response Before The Message:

◦ “Diet Coke has great taste and low calories.” Key Benefit:

◦ “Diet Coke really does taste great, and fits my active lifestyle.”

Page 17: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Creative Strategy Elements Reasons Why:

◦ Our quantitative research showed that out of 50 people surveyed Diet Coke was regarded as the best tasting soft drink. Also, the current “Extraordinary” campaign is focused on Diet Coke being a part of the consumers’ lifestyle in a large way.

Page 18: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Creative Strategy Elements Target Response after the Message:

◦ “I prefer Diet Coke as my daily diet soft drink.”

Page 19: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Hope Solo will be standing in a soccer field casually playing with a soccer ball. (kicking it in the air while alternating feet with each kick)

Page 20: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Lionel Messi walks up to Hope Solo with an unopened can of Diet Coke and makes bet

Lionel Messi: "Nice skills, but I bet you this Diet

Coke you can't do what I can...“

Hope Solo: "Oh yeah? What's that?"

Page 21: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Camera shows the Diet Coke cans on the goal line, then on the corner of the field

Page 22: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Camera shows the Diet Coke cans on the goal line, then on the corner of the field

Page 23: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Messi kicks the ball…

Lionel Messi: "Watch and learn"

Page 24: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

…and hits the can on the goal line

Page 25: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Solo kicks the ball…

Page 26: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

… and hits the can on the goal line

Hope Solo: "I believe that's a GOALLL!"

Page 27: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Messi kicks the ball…

Page 28: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

…and hits the can on the corner

Lionel Messi: "Got it!"

Page 29: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Solo kicks the ball…

Page 30: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

…but misses the can on the corner

Lionel Messi: "Looks like a win for me!"

Page 31: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.
Page 32: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Messi opens the Diet Coke and begins drinking

Once the top of the can opens Lupe Fiasco's "The show goes on" plays (:15 seconds into the song)

Page 33: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Screen fades to black then the words "Stay Extraordinary appear in red with the new Diet Coke can to the right of the text

Song continues playing throughout commercial

Page 34: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Hope Solo Outdoor Ad

Page 35: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Lionel Messi Outdoor Ad

Page 36: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Hope Solo Print Ad

Page 37: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Lionel Messi Print Ad

Page 38: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Diet Coke Website New Diet Coke Website

Page 39: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Plan

Page 40: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Objectives

Reach Goal◦ 80% of Target Audience

Frequency Goal◦ Cable TV = 13.85 Internet = 34 National

Magazine = 1.1 Outdoor = .45 Spot Radio = 5.7

Total: 55.1

Page 41: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Strategies

Media Mix Percentages Cable TV: 40% $ 40 Million Internet: 35% $35 Million National Magazine: 15% $15 Million Outdoor: 5% $5 Million Spot Radio: 5% $5 Million

Page 42: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Strategies Media Weight Cable TV = 40,000,000/36,100 =

1,108 Internet = 35,000,000/12,858 = 2,722

Magazine = 15,000,000/165,700 = 90 Outdoor = 5,000,000/139,740 = 36

Spot Radio = 5,000,000/10,933 = 457

Total: 4,413

Page 43: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Strategies Estimated Overall Cost Efficiencies Total CPP = 100,000,000/4,413 = 22,660

(Total Budget/Total GRPs)

Total CPM = 100,000,000 x 1,000 = 100,000,000,000/50,119,957 = 1,995.21

(Total Cost of Plan x 1,000/Total Number in Target Audience)(Target Audience from cencus.gov)

Page 44: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Strategies  Budget Frequency GRPs Circulation Cost CPP CPM

Cable TV 40,000,000 13.85 1,108        

MTV       44,730,000 550,000 CPP = 36,100 CPM = 12.29

VH1       50,050,000 550,000 CPP = 36,100 CPM = 10.98Comedy Central         550,000 CPP = 36,101 CPM = 23.44

E!         550,000 CPP = 36,102 CPM = 22.63

               

Internet 35,000,000 34 2,722        

Facebook           CPP = 12,858  

Twitter           CPP = 12,859  

Website           CPP = 12,860  

               

Magazine 15,000,000 1.1 90        Cosmopolitan       3,046,000 237,000

CPP = 165,700 CPM = 7.78

Sports Illustrated       3,227,409 238,000

CPP = 165,701 CPM = 7.37

               

Outdoor 5,000,000 1.3 107     CPP = 46,580  

               

Radio 5,000,000 5.7 457     CPP = 10,933  

Page 45: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Schedule: Pulsing  Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct.

Cable TV                        

MTV                        

                         

VH1                        

                         Comedy Central                        

E!                        

Internet                        

Facebook                        

Twitter                        

Website                        

Magazine                        Cosmopolitan                        Sports Illustrated                        

Outdoor                        

Radio                        

Page 46: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Media Budget

Page 47: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Integration

Page 48: Integrated Marketing Solutions Inc. Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer.

Evaluation of Effectiveness