book final
TRANSCRIPT
IMC404.323.4640
CREATIVE770.905.5468
MEET THE TEAM
TABLE OF CONTENTS
EXECUTIVE SUMMARY
SITUATION ANALYSISCompany HistoryProduct AnalysisIndustry TrendsCurrent Consumer AnalysisDirect Competitive AnalysisIndirect Competitive AnalysisSWOT Analysis
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21RESEARCH & INSIGHTSResearch Objectives & Methods
Summary of FindingsMillennial Mindset
MARKETING & COMMUNICATIONS DIRECTIONMarketing ObjectivesMarketing Strategy & RationaleCommunications ObjectivesCommunications Strategy & RationaleTarget ProfilesBrand Essence Chart
CREATIVE DIRECTIONCreative Concept
Campaign OverviewConsumer Touchpoints
The MicrositeInstagram
TwitterMotivation Machine
One Sip Closer Scavenger HuntSocial Media Calendar
SnapchatCampaign Timeline
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62 IN SUMMARYBudgetFuture Recommendations
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[Millennials] crave authenticity and transparency when connecting
with people and brands.
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EXECUTIVE SUMMARYDiet Coke has maintained a strong brand image since its inception in 1982. With this strong image came an extremely loyal market. However, as Diet Coke’s loyalist market ages, they seek engagement and connection with a younger, fresher market. When it comes to Millennials, something just does not connect; they see Diet Coke as an “older brand” and feel it does not represent them. Sales have decreased as Millennials are straying away from sodas in general.
Millennials live fast-paced lifestyles and are extremely aware of the world around them. They crave authenticity and transparency when connecting with people and brands. Tired of being looked down upon by older generations, Millennials have instilled within them a desire to prove themselves. Millennials experience a tremendous amount of pressure from their families, peers and even themselves to do well and succeed.
Diet Coke is here to encourage, embolden, and applaud the everyday experiences of millennials, so: Here’s to Every Sip. With a constant social media presence and engagement throughout the whole time period, our three-pronged campaign aims to recognize and celebrate all the achievements, big or small, that Millennials experience each day. The campaign kicks off with the guerrilla installment of “Motivation Machines” in select markets around the country. With every Diet Coke they vend, these machines will encourage consumers to share words of inspiration and motivation. The user experience will be filmed and released as a viral video. The next phase of the campaign celebrates Diet Coke’s 35th birthday and encourages Diet Coke lovers around the world to connect using Snapchat and celebrate their friends, their achievements, and their lives. The third phase of our campaign is the “One Sip Closer” Scavenger hunt. This one day scavenger hunt reinforces the notion that little things can lead to a big reward as contestants must complete small tasks to win the grand prize of tickets to South by Southwest.
“Here’s to Every Sip” is a campaign that not only speaks to the millennial heart, but celebrates with the world every stage on the journey of this tech-savvy, self-confident, socially connected generation—a generation that deserves recognition. Turn the page to discover the world of celebration Diet Coke has created for the next generation.
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The history of Coca-Cola, one of America’s most iconic brands, began as a simple flavored syrup founded by Dr. John S. Pemberton that was sold in his neighborhood pharmacy. For 130 years, Coca-Cola has dominated the carbonated beverage industry and created a legacy of quality and optimism. Today, the Coca-Cola dynasty includes numerous brands under its umbrella. However, until 1980 Coca-Cola was the only brand under the Coca-Cola trademark—then came Diet Coke.
The 1980’s was a decade of big hair, flashy clothes and diet fads. Coca-Cola suffered as diet-driven consumers began drinking alternatives to Coca-Cola. Diet Coke, Coca-Cola’s top-secret project in response to a newer, diet-obsessed society became the solution the company was looking for. Introduced in 1982, Diet Coke sales overtook the leading diet soda TaB, and thus became Coca-Cola’s moneymaker in the diet soft drink industry. Diet Coke was the right product for the right time. “Diet” was in, and “Diet Coke” became the drink for the dieting trend.
Over the last 44 years, Diet Coke has continued to revise its formula and cultivate its brand personality to become the Diet Coke brand we know today. Today, Diet Coke is still the leading low-calorie carbonated beverage in the United States.
COMPANY HISTORY
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For 130 years, Coca-Cola has dominated the carbonated
beverage industry and created a legacy of quality and optimism.
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PRODUCT ANALYSIS
PROMOTION
Diet Coke is available at restaurants, gas stations, grocery stores, vending machines, movie theaters, sporting events, etc. It can be purchased worldwide.
DISTRIBUTION
Throughout the years, Diet Coke has emphasized its unique taste. The original slogan, ‘Just for the Taste of It,’ has resurfaced multiple times in the past two decades. According to John Farrell, a member of the Diet Coke team, the slogan ‘Just for the Taste of It’ communicates “everything people need to know about the product.” Other slogans from years past include ‘Taste It All!,’ ‘Get the Taste of It,’ and ‘Get a Taste.’
Diet Coke’s current marketing strategy moves in a different direction than campaigns in years past. The “It’s Mine” campaign focuses on the consumer instead of the product and appeals to Diet Coke drinkers that view their DC time as a small oasis in their busy lifestyle.
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Diet Coke comes in an array of sizes and product packaging.
Diet Coke also comes in a number of varieties.
PRODUCT
PRICE
7.5 fl oz can12 fl oz can16 fl oz can
8 fl oz glass bottle8.5 fl oz aluminum bottle
20 fl oz plastic bottle16.9 fl oz plastic bottle1.25 liter plastic bottle
2 liter plastic bottle12 fl oz bottles 8 pack
8 pack: $2.9920 pack: $7.39; 12 pack: $4.9912 pack: $4.686 pack: $4.99$1.79$1.696 pack: $4.99$1.00$1.67$4.99
*may vary according to location
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INDUSTRY TRENDS“DIET” DOESN’T MEAN HEALTHYLow-calorie sodas are fighting an uphill battle. The overall soda industry has drastically changed over the past decade. Soda sales have plummeted the past 20 years with a 25% drop in consumption, and last year Diet Coke sales declined by 8% in sales globally.
The soda industry as a whole has suffered due to an increased interest in healthy living and clean lifestyles, and an increased mistrust of artificial sweeteners. Studies pointing to health risks associated with diet sodas continue to emerge, encouraging consumers to avoid such drinks and artificial sweeteners, preservatives, and additives. Major brands have shifted to developing new healthier beverages—at least ones that are perceived as such—such as sparkling flavored waters, energy drinks, and sports drinks. The carbonated beverage industry has tried to capitalize on the healthy lifestyle change by taking a “natural” approach to their diet drinks and creating beverages like Coca-Cola Life, which uses natural sweetener.
However, unfortunately for Diet Coke, aspartame has gained a strong negative image as posing health risks to the public. Thus, Diet Coke as a brand needs to move away from focusing on health and focus on the other positive attributes it brings to people’s lives.
RELEVANCE DOESN’T MEAN CELEBRITIESAs sugar continues to be demonized, big beverage companies are painted as the enemy. As a result, these companies are constantly trying to humanize themselves. One path to authenticity is by staying relevant to their consumers. In an effort to stay relevant, soda brands have relied on celebrity endorsements in their advertising. In 2012 Pepsi signed Beyoncé for a $50 million endorsement deal and in 2013 Diet Coke followed suit signing Taylor Swift as a brand ambassador. However, when it comes to millennials—the most skeptical generation—the glamorizing of diet soda through celebrity endorsements only furthers their skepticism since diet soda isn’t glamorous; it’s the consumer who should be glorified.
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Diet Coke has a strong loyalist market that mainly consists of well-educated, affluent, Caucasian women and men. These 35-59 year olds are constantly immersed in their job and families. They have responsibilities at work, and when they get home they have even more errands and chores to run for their family and children. Diet Coke lets them have a break from this busy life—even if it’s just a brief moment to sit down and enjoy a drink. They purchase Diet Coke regularly because they need it to revive their spirit throughout the day.
CURRENT CONSUMER ANALYSIS
DIRECT COMPETITIVE ANALYSISBRAND SLOGAN POSITIONING DISTRIBUTION NICHE MARKET CURRENT PROMO
It’s Mine
You don’t know Zero ‘til you’ve tried
it
0 Calorie, 0 Sweetner, 0 Sodium =innocent!
Batman vs.
Superman collectible cans
Now Aspartame
Free!
Middle to Upper Class Moms
Males 18 - 30
Health conscious families who want to avoid soda, but want flavor & fizz
Grocery StoresWhole FoodsFresh Market
NaturalInnocent#LiveLaCroix
“Get a Taste”
“Perfect day for great taste is
everyday”
“Always one of a kind”
“Crisp.Refreshing.
Now Aspartame
free”
Healthy Option
Unique
A chance to be healthier
without the taste or stigma
of diet soda
Relaxing
Grocery StoresRestaurants
VenuesVending Machiens
Gas StationsGrocery Stores
RestaurantsVenues
Vending MachiensGas Stations
Grocery StoresRestaurants
VenuesVending Machiens
Gas Stations
Grocery StoresRestaurants
VenuesVending Machiens
Gas Stations
People whodon’t like
Coke or Pepsi
People who don’t drink Coke
and want a diet soda
Machines
Machines
Machines
Machines
INDIRECT COMPETITIVE ANALYSISCATEGORY LEADERS DISTRIBUTION NICHE MARKET BENEFITS
CaffeineWarmthHeatlh
Middle to Upper Class Moms
Young MenGas Stations
Grocery StoresVending Machines
COFFEE
ENERGYDRINKS
TEA
FLAVOREDWATER
Coffee ShopsRestaurantsGas Stations
Grocery Stores
RestaurantsGas Stations
Grocery StoresVending Machines
Grocery StoresGas Stations
Gives you energyMixers
Many Flavors
Healthier than Coffee
Health concious people
People concerned with
calories
Health
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Strong brand awareness among consumers
High brand loyalty among target consumers
Strong traditional media advertising/marketing presence
Aspartame content which creates perception of health risk to potential consumers
Dropping sales due to less consumption of Diet Coke by current consumers
Weak digital advertising presence with very little engagement from millennials
Perception of being an outdated product
Increased dependence on caffeine as a daily must due to consumers’ increasingly active and busy lives
Shift from drinking soda by itself to consumption with alcohol
Strong, positive overall perception of Coca-Cola as a brand
Growing interest and delight of carbonated drinks in developing countries
Increased interest in other caffeinated drinks
High number of competitors
Increased (and increasing) wariness around artificial preservatives and additives
Altered recipe by competitor Diet Pepsi that does not contain aspartame aspartame
STRENGTHS
WEAKNESSES
THREATS
OPPORTUNITIES
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RESEARCH OBJECTIVES & METHODS
QUALTRICS SURVEYOver 400 participants aged 18-32 responded to an online Qualtrics survey created to gain a better understanding of Millennials’ soda-consuming habits and their attitudes towards Diet Coke.
DIVING-INTo really understand the mentality of the target market, focus group “dive-ins” were conducted. Each of the three sessions consisted of 10 members that answered various lifestyle, brand, and consumer behavior questions by writing or drawing ideas, thoughts and feelings on each topic. Participants were more open and honest due to the less formal and traditional structure of the focus groups.
PERSONAL INTERVIEWSTo gain a deeper, more personal understanding of the target market, 18 one-on-one personal interviews with both occasional and avid Diet Coke drinkers were conducted. These interviews highlighted the attitudes and feelings toward Diet Coke from a brand loyalist standpoint.
400 respondents,ages 18-32
3 sessions, 10 participants each
18 one-on-oneinterviews
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SUMMARY OF FINDINGSQUALTRICS
SURVEY21% consume soda a few times a week.
25% consume soda only on certain occasions.
3% consume diet soda a few times a day, and out of these 11 responses, 7 said Diet Coke was their go-to soda.
55% purchase sodas at a fast food restaurant or drive-thru.
Diet Coke was ranked second for Millennials’ choice of Coke beverage.
DIVING-INMillennials reject brands that come off as disingenuous.
Advertisements that are entertaining and offer incentives appeal to Millennials
Millennials are focused on success.
Millennials express a fear of being alone.
Acknowledging Millennials’ accomplishments helps to validate them and their hard work.
Millennials are most likely to consume soda when at a restaurant or when consuming alcohol.
PERSONALINTERVIEWS
Millennials are frustrated with being identified as lazy, when in reality they work hard and their achievements are down-played.
Diet Coke is viewed as a treat and a pick-me-up.
People who choose to drink Diet Coke do so because it makes them feel like they’re making a better choice, as opposed to drinking regular soda.
Millennials like advertisements that are entertaining and have something to offer.
25% consume soda only on certain occasions.
Millennials are most likely to consume soda when at a restaurant
or when consuming alcohol.Diet Coke is viewed as a treat and a pick-me-up.
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MILLENNIAL MINDSET
MORE THAN MEETS THE EYEMillennials are tired of being labeled as “lazy,” “narcissistic,” “self-entitled,” “self-obsessed” and “spoiled.” They are tired of others telling them what they are—selfish children who expect the world to give them everything and complain when their expectations aren’t met. They know they aren’t. Millennials describe themselves as innovative, creative, savvy, smart and adventurous. They have had to fight for every success, whether that is just waking up at 7 am to make it to class, or making it through college without financial aid from parents. It may be a different world than the one their parents and grandparents lived in, but Millennials see themselves as working just as hard to reach their goals, and they want the world to know it.
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A REAL-LIFE FAIRYTALE
Millennials have 70+ years of life left to live and recognize they haven’t reached their “happily ever after” yet. They see themselves as falling towards something much bigger, but they haven’t yet reached that point—whether they just graduated or are a couple years into the workforce. While they are at the prime of their life, they are still searching for the elusive “success” and “happiness” that they know is at the end of the tunnel. They keep these high aspirations and are filled with hopes and dreams; however, they know they won’t get there without all of the little tasks and accomplishments along the way.
HEALTHY IS A LIFESTYLESociety, especially in reference to Millennials, is gravitating towards becoming more health conscious. For Millennials, “healthy” doesn’t just mean “not sick” and “the right weight for your height,” it is a daily, active pursuit and commitment to exercising more and eating smarter. Their active lifestyles influence trends in everything they consume—food, drink, fashion, etc.
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CONNECTING ME, MYSELF AND IWith the help of social media, Millennials are becoming more and more interconnected in both the “digital” and “real” worlds. As the first generation of digital natives, Millennials still prioritize meaningful connections outside of their devices, especially with their friends. They reminisce about their childhoods, a time that was less technology-infused, in which everyone learned and played by moving, doing and experiencing.
Research shows that the connectivity of Millennials goes beyond the usage of social media. Millennials are constantly busy and on the go, yet regard being around others as a top priority. They feel a need to share their experiences with others and explore the world unfolding around them with other people, while at the same time acknowledging their own individuality. Unlike generations before them, they approach ownership with a different attitude and have helped create what is called a “sharing economy.” For Millennials being so connected and sharing so much isn’t an invasion of privacy—rather they are asserting their mark, their personality, into both the virtual and physical social worlds.
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CAN’T FOOL ME: A GENERATION OF SKEPTICISMWhen it comes to brand loyalty, authenticity is key. While avid users of digital, Millennials are still skeptical of the connections they make in the virtual world—especially with brands. They enjoy creative and funny campaigns, but don’t connect with brands that try too hard to be “young and hip.” As the most critical generation, Millennials can see through the BS, and having grown up in a world bursting with media, they can sort through the cluttered brands that “sell” instead. Millennials want to engage with brands that they respect and find funny on social networks, especially if it entails an incentive. They want the brand not to just tell a story, but to honestly engage them.
[Millennials] keep these high aspirations and are filled with hopes and dreams; however, they know they won’t get there without all the little tasks and
accomplishments along the way.
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MARKETING OBJECTIVES
Increase sales by 4% by the end of 2017
Increase intent to purchase in MillennialDiet Coke drinkers by 25%
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MARKETING STRATEGY & RATIONALE
STRATEGYIncrease sales among current purchasers of Diet Coke through an integrated campaign of promotional events, guerrilla marketing, and a microsite.
RATIONALEMillennials’ lives are integrated with technology, so Diet Coke needs to reach them where they already are—on their phones. The generation as a whole fears being alone, so promotional events will encourage them to connect in real life with one another. Guerrilla marketing and promotional events are more engaging than traditional advertising, and Millennials have learned to ignore passive advertisements. By targeting occasional users there is a larger chance of increasing Diet Coke consumption rather than trying to convert a market that is against the product.
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Improve the brand perception of Diet Coke among Millennials age 18-34 by July 2017
Convert 30% of Millennial brand loyalists into brand advocates
COMMUNICATIONS OBJECTIVES
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COMMUNICATIONS STRATEGY & RATIONALE
STRATEGYBy creating a new brand voice and revamping its social media accounts, Diet Coke will engage with Millennials and establish the brand as one that is younger and more relevant. This relevance will push brand loyal-ists to become brand advocates, which will continue to improve brand perceptions, creating a cycle that will accomplish these goals.
RATIONALEMillennials do not connect with Diet Coke’s current brand, which feels outdated to them. They crave authenticity and relevancy in brands, and respond positively to incentives and validation of achievements. The greatest barriers to consuming the product are health and taste, neither of which are easy perceptions to change. Before we can change their minds about product usage, it is important for Millennials to feel the same affection and connection to Diet Coke as they do to the original Coca-Cola brand. Giving Diet Coke a personality and association with success and positivity connects back to Coca-Cola’s happiness attributes for stronger brand messaging.
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TARGET PROFILES
CHANDLER is a 21 year-old Political Science and Spanish double-major. She is treasurer of SGA and serves on her sorority’s executive board as Administrative Vice President. Although Chandler is dedicated to her schoolwork and extracurriculars, she still makes time to take care of herself. After graduation she hopes to attend law school at Vanderbilt University. She strives to eat healthy foods and be moderately active, but occasionally will drink a soda if she grabs fast food or is out with friends.
I’ve always been a very forward-looking person. Throughout college I have worked hard to maintain a high GPA and become as involved as possible so that I can get into Vanderbilt Law. Sometimes my days can be so hectic that I like to value the little things that happen—whether it’s getting an A on a hard test or just getting to my 8 a.m. on time. Even in my free time I like keeping my mind active—nothing makes me happier than a good book. When I’m not reading or stressing out about the LSAT, I also enjoy taking a weekly yoga class to free my mind and stay in shape.
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AMANDA is a 28-year-old recent New York City transplant from Charlotte, North Carolina that works at an advertising agency as an
Account Supervisor. She works 9-5 during the week, but still makes time to workout before heading into work. A self-described Diet Coke addict, Amanda drinks Diet Coke daily in place of coffee to get her through the workday. She considers herself an amateur foodie, and loves to explore
new restaurants and eateries around the city. She enjoys going to concerts and grabbing drinks on the weekends with friends and coworkers.
In her downtime, Amanda likes to cook, watch Netflix, and have wine nights with her roommates.
New York City is a crazy place to live, but I have loved every second here. It’s an awesome place to live if you’re into good music and good food. I love my job, but at times it can be stressful. Some days I just have to take everything
one step at a time and focus on the smaller tasks that need to be tackled to get to the end goal. However, nothing makes me prouder than pitching
the hard work of my team to our client. To decompress after work, I enjoy grabbing drinks with friends and coworkers—but other days I want nothing
more than to be in my bed with Netflix and a glass of wine.
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BRAND ESSENCE CHARTWhat should Diet Coke mean to Millennials?
Kee
ps
you
aw
ake,
Que
nche
s thirs
t, Zero Calories, Easy to get Caffeinated, Carbonated, Satisfying, Tasty, Sweet D
etermin
ed, A
wake, Classic, Sophisticated, Comforted Motivated, Hard Worker, R
ewar
d mys
elf,
App
reci
ate
Qu
alit
y
CELEBRATION
Mature
Dependable
Encouraging
Genuine
Charitable
High Brand Loyalty
Global Presence
Rich History
Reliability High Quality Products
Legendary
DIET COKE IS...
DIET COKE IS KNOW FOR...
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CAMPAIGN OVERVIEW
Diet Coke’s celebrating with you every sip of the way. Where you’ve been, where you are and where you’re going deserve acknowledgment and Diet Coke is there to give you the push you need to make it.
Here’s to every sip, Don’t waste today stressing about tomorrow, Enjoy the little things, Recognize the small steps it takes to get to something amazing.
Millennials want success out of life. Achieving goals, hard work paying off, affirmation of worth and abilities, and acknowledgment of accomplishments are all forms of validation for Millennials. They are passionate and innovative and fight for every success—they hate the idea that older generations think of them as lazy and ungrateful.
CONCEPT
PROMISE
SUPPORT
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CONSUMER TOUCHPOINTS
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THE MICROSITE
A microsite will be the hub for all efforts and content produced during the campaign period.
For the campaign kickoff, the Motivation Machine viral video will greet users who enter the microsite. As the campaign progresses, the microsite will collect consumer generated content using the hashtag #EverySip.
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Diet Coke’s 35th birthday will be celebrated on Snapchat’s live story feature and embedded on the microsite so all users can watch, with or without the Snapchat application. All social media posts from scavenger hunt participants will be automatically uploaded as well to document the user experience for those unable to attend the event.
The purpose of the microsite is that it will be a one-stop location for a simple overview of the campaign. Consumers will be able to see brand advocates, as well as themselves, featured online to encourage participation. Website traffic will be a valuable measure for campaign success. The microsite should have 1 million views by the end of the campaign.
The budget will allow $7,000 for website hosting, creation and maintenance.
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Throughout the campaign, Diet Coke will encourage users to share their achievements using the hashtag #EverySip.
The social media campaign will celebrate victories of any shape or size and show that Diet Coke is on your team for each and every one. Users can post photos of their Diet Coke cans accompanying their great achievements such as climbing a mountain or proudly standing with a diploma in hand, but the campaign will encourage users to share little achievements, too. These may be as simple as a student making it to her 8 a.m. class or even putting her lipstick on without a smear. Diet Coke will repost this to increase engagement, and will also post original photos with humorous or inspiring messages.
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TWITTERDiet Coke will show the brand’s upbeat, encouraging personality through the way they respond to fans.
They will use an always-on approach, responding to tweets they are tagged in with an uplifting message or witty response, depending on the case. The account will use GIFs and memes to connect with Millennials and create more shareable content. Diet Coke will also retweet tweets that include #EverySip or mention the brand in a humorous or uplifting light.
Diet Coke can participate in larger trends through the Here’s to Every Sip campaign, such as #MotivationMonday, a hashtag used to spread a bit of encouragement on a day that no one really wants to be at work or school.
Current trends show that consumers expect and prioritize responsiveness from brands. Customers may be easily angered if their complaints are ignored from a company, even on social media. Diet Coke should actively engage with their audience and participate in two-way communication in order to enhance relevance.
The goal is for consumers to feel acknowledged by and connected to Diet Coke as a brand.
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MOTIVATION MACHINEThe Motivation Machine is an experiential vending machine designed for consumers to encourage each other with motivational video recordings. The Coca-Cola company will create a special vending machine that does not accept money—only positive messages.
Consumers will approach the Motivation Machine to be greeted with a video giving them confidence, support and hopefully a laugh. To pass along the morale-boosting message, the viewer will then have to record a video of their own for the next person that approaches the machine to view. The consumers will receive a Diet Coke as a reward for paying it forward and sending a little happiness to the next person who visits the machine. After recording their motivational messages, users will also have to opportunity to share their videos to their social media accounts. A camera crew will capture genuine reactions and compile these heartwarming moments into one video to release on Diet Coke’s social media platforms, creating a viral video to gain organic traction and word-of-mouth marketing. The goal will be for the video to gain 1 million views by the end of the campaign.
Diet Coke will bring the Motivation Machine to different college campuses around the United States. College students are constantly working hard and most aspects of college life are achievement-oriented, so this is the perfect place to reach Millennials and encourage them at the same time. This drives the point that Diet Coke is with them every sip of the way. Whether it’s an exam, a job interview, or they managed to attend all of their classes on a Friday, Diet Coke is there to celebrate with them.
The Motivation Machine aims to connect consumers, get the Diet Coke product into the hands of Millennials, gain national visibility online, encourage consumer participation, and promote positive messaging. Diet Coke wants to celebrate Millennials’ achievements, so here’s to every sip!
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Viral Video & Consumer Generated Content
GOALSConnect people, get product into hands, national media visibility, feel-good messaging, consumer participation
COSTVending Machine = $35,000
Filming & Production = $15,000
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ONE SIP CLOSER SCAVENGER HUNT
Little things lead to a big reward. The #OneSipCloser Scavenger Hunt will take place in Coca-Cola’s own hub of Atlanta, Georgia. Teams of two participants (21+) will race against the clock and each other as they search for clues around Atlanta and complete a series of challenges over the day. Entry into the scavenger hunt is free in order to encourage participation in the new event.
The scavenger hunt and the Here’s to Every Sip campaign share a major theme: the celebration of several small steps leading to one incredible end goal. The little achievements of finding each clue lead to the big achievement of winning the grand prize—two tickets to the South by Southwest festival in Austin, Texas, a festival that celebrates music, film, technology and more. A specially designed Diet Coke can is given to each member of the team at each station as proof they reached that location, pushing the point that Diet Coke is with you every sip of the way.
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The Georgia Aquarium
The World of Coke
Philips Arena
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Participants will receive clues across Diet Coke’s social media platforms, including Facebook, Twitter and Instagram. This means that participants must be connected with Diet Coke on each of these platforms in order to participate.
Each step of the scavenger hunt will get the product into consumers’ hands and encourage them to post about the adventure they are on with Diet Coke. At each clue location, the teams must collect the can specific to the location in order to prove that they actually made it there. The final task at the World of Coca-Cola will have participants use their creativity to build something out of all the cans they collected throughout the scavenger hunt before they can make it to the finish line.
From the World of Coke, the participants will race to be the first team to reach the final location of the scavenger hunt, Centennial Olympic Park. As they cross the finish line, they will arrive at the One Sip Closer Celebration event. This party will be a celebration for all the teams to reward them for completing the challenge; however, it will also be an event open to the public with a $20 admission for non-participants. This $20 allots for 2 food tickets and 2 beverage tickets. Attendees are welcome to spend more money on additional food and beverages. The event will feature many Atlanta food trucks, local breweries, live bands and DJs along with Diet Coke’s sponsorship. A Motivation Machine will also be present at the event to continue the motivation messages.
Georgia AquariumGeorgia Dome
CNN CenterPhilips Arena
Underground AtlantaGeorgia State campus
Georgia CapitolCenter for Civil Rights Museum
High MuseumThe Fox Theatre
Georgia Tech CampusWorld of Coke
The 12 clue locations:
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SOCIAL MEDIA CALENDARThese social media posts will be some of those that Diet Coke shares
during the week of the #OneSipCloser Scavenger Hunt.
SATURDAY: DAY OF THE EVENTMONDAY SUNDAYWEDNESDAY
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We are celebrating Diet Coke’s 35th birthday! Consumers across the globe can participate and show their love for the brand through the popular mobile app Snapchat.
Geofilters will be available the entire day on July 8, 2017 for consumers to add to their photos, which can be sent directly to friends and added to Snapchat stories. These will be available across the globe to celebrate Diet Coke’s big day.
A Live Snapchat story will cover Diet Coke’s birthday celebration and allow all Snapchat users to submit to a communal story. Within the Live story, there will be informational pictures included occasionally with interesting facts about Diet Coke. Snapchat’s Live story feature attracts between 10-20 million viewers every day. Diet Coke lovers will be able to connect with each other around the world and share their love for the beverage.
The consistent reminder on a mobile app with heavy Millennial usage will encourage product purchase throughout the day. The feature has potential for global media visibility, especially if celebrities participate as their presence on the app has been steadily increasing. Diet Coke will connect with its consumers by interacting in a new way. Celebrating Diet Coke’s birthday allows loyalist users to reflect back on their favorite memories with the beverage as well.
Here’s to every sip of Diet Coke’s journey, and yours!
SNAPCHAT
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Snapchat’s Live Story feature attracts between 10 and 20 million Millennial
viewers every day.
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From July 2017-September 2017, Diet Coke will sport a new look to celebrate its 35th birthday. A temporary packaging change featuring a chrome, mirror-like can will give the classic Diet Coke can a modern update that will resonate better with Millennials. This special packaging will be a collectors item for avid Diet Coke loyalists. As a limited time offer, this birthday can will give incentive for purchase and get the product into more consumers’ hands, as well as generate buzz about Diet Coke.
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Over 50% of the budget goes towards experiential marketing, including the Snapchat filters for the birthday celebration, the scavenger hunt and the Motivation Machine. This is beneficial because it gets Millennials interacting with Diet Coke and it puts the product in their hands. 30% of the budget goes towards new packaging for Diet Coke’s “birthday suit,” which will modernize the can as well as create buzz among consumers. The remainder of the budget goes towards social media content creation, filming and production and the microsite. There is also a contingency in the budget to have room for any additional expenses or possibly expand what has already been done.
Scavenger hunt = $50,000
Book Centennial Olympic Park = $10,000
Music = $10,000
Food and Beverage = $8,000
Packaging for all can locations = $4,000
Hotel (11 nights) = $4,000
Event staff = $3,000
2 SXSW tickets at $1,345 each = $2690
Security = $2,000
Merchandise (shirts, goodie bags, etc.) = $2,000
Stations/Challenges = $2,000
2 round trip plane tickets through
partnership with Delta = $0
Scavenger hunt contingency = $1,710
Birthday Snapchat Live story = $200,000
DC birthday suit packaging = $150,000
Vending machine = $40,000
Viral video filming & production = $15,000
Microsite = $7,000
Social media content creation = $7,000
Contingency = $31,000
BUDGET BREAKDOWN
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FUTURE RECOMMENDATIONS
EXPAND “ONE SIP CLOSER” SCAVENGER HUNTBased on the success and notoriety of the first “One Sip Closer” Scavenger Hunt, Diet Coke will expand the Scavenger Hunt to more cities throughout the United States. Large markets such as Los Angeles, Chicago, Nashville, and New York City will host tailored Scavenger Hunts with corresponding celebrations at the end of the race. The first scavenger hunt in Atlanta is free to encourage participation but it is recommended to charge once it is moved to other cities. Each city will have different grand prizes for participants to compete for.
SOCIAL MEDIA INFLUENCERSWorking with social media influencers would help to further engage with Millennials as well as refresh their perception of Diet Coke. Millennials are constantly looking to influencers to keep up with trends, so this could help benefit Diet Coke as they are working to change their image in the eyes of Millennials. If they see influencers using the #EverySip and posting about their little achievements, this would make Millennials more likely to post their own, thus increasing user generated content for Diet Coke.
PROMOTED SOCIAL MEDIA POSTSWith an increased budget, Diet Coke can push out more sponsored posts across all social media platforms. A larger social media team can manage all of Diet Coke’s accounts and increase interaction with younger consumers. A continuous, heavy social media presence will help to generate more buzz and expose Millennials to Diet Coke’s new campaign. These posts will advertise the scavenger hunt, attract more people to watch the viral video and overall work to improve Millennials’ perception of Diet Coke.
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