COKE'S GLOBAL AD ACCOUNT GOES TO WIEDEN & KENNEDY
WPP's United Group Eliminated in Final Round of Review
WIEDEN & KENNEDY GETS FLAGSHIP COCA-COLA AD ACCOUNT
$150 Million in North America Work Shifted From Berlin Cameron
SHAKING UP COCA-COLA'S MARKETING
Mary Minnick Ruffles Feathers in All Directions
CHUCK FRUIT TO STEP DOWN AS COKE CMO
Held Post for Only a Year; Will Stay on as Senior Advisor
COCA-COLA SEEKS NEW IDEAS FOR GLOBAL CAMPAIGN
Eight Ad Agencies Asked to Participate
COCA-COLA ANNOUNCES TOP-LEVEL MANAGEMENT CHANGES
Mary Minnick to Oversee Marketing, Innovation and Strategic Growth
COKE CMO BRINGS IN MORE AD AGENCIES
Hires Former Marketing VP as Consultant; Vigorously Defends C2
MARKETING CHANGES ANNOUNCED AT COCA-COLA
Chief Creative Esther Lee to Report to Global CMO
COCA-COLA ISSUES 'MANIFESTO FOR CHANGE'
Unveils Plans to Boost Annual Marketing Efforts by $400 Million
NEW COKE CEO CRITICIZES COMPANY'S MARKETING EFFORTS
Says Third-Quarter Earnings Will Decline By as Much as 24%
The effort, to break in March from independent Wieden & Kennedy, aims to drive consumers to consider the brand as the only beverage option after years of viewing it as simply another beverage option, said Mary Minnick, president of marketing, strategy and innovation. She presented the creative concept as merely a first look at the push since the marketer is now in production.
“I hope it’s not reviewed as a finished campaign,” she said, before starting the video that showed an advertising treatment and a general media plan. “It’s Coke through a new lens” declared the voice-over. The tagline will be tailored to different varieties of the brand within the larger trademark, including “Chill on the Coke side of life,” presumably for Coke Zero.
While broadly targeted and set for use in a variety of countries and media, Coke is supplementing the effort with a component that uses alternative media to go after teens, a main brand recruitment goal.
“We realize it’s not enough to focus on teens entirely,” said Ms. Minnick, adding that alternative media, namely interactive forms under the iCoke platform, will be used to reach that demographic. Coke also will set an aggressive loyalty program in which it will distribute 4 billion codes on packages for consumers to collect for prizes, building on successes of similar programs around the world. Meanwhile, Coke Zero will get an additional marketing boost and will be the company's largest ever launch in Australia, Ms. Minnick promised.
The larger strategy is to drive growth in core brands to broaden market share. Citing consumer panel research with 60,000 consumers, Ms. Minnick said the company identified 17 different "need" states -- from having a good time to energy/stimulation -- that represent 352 billion unit cases of opportunity.
The company is micro-targeting against those need states, extending existing brands with new packaging, marketing or new benefits to creating new ones. Coffee, tea, energy drinks, water and juices will play major roles in touting the company’s beverage diversity -- it has 80 brands in 200 countries.
Among the products in the pipeline for 2006 and beyond are Sprite 3G, an energy version of the lemon-lime soda; Coke Blak, a coffee cola targeting adults over 35; new formulas for Nestea; a black tea brand called Gold Peak; a ready-to-drink coffee brand to be tested in four countries under the Far Coast brand; and a yet-to-be identified indulgent coffee brand. Other brands will include Powerade Advance, a single-serve enhanced water, along with lemonade and limeade extensions of Minute Maid juices.
Ms. Minnick also confirmed the company is running a “Make Every Drop Count” product diversity/social responsibility program to educate consumers on the variety of its products.