CHOCOLATE DIET COKE

TEAM 16

Alec Birkhold, Anthony Bittman, Christopher Vollmer, Elise Comella, Kit Hon Lam

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INDEX
Creative Brief 1
Consumer Profile 5
Print and Online Magazine Advertisement 6
Video Script and Storyboard 7
Social Media Campaign 11
Promotions 14

CREATIVE BRIEF

CURRENT SITUATION

Chocolate Diet Coke is entering into an already very well-established

market and is also entering into a completely new and untested
market segment. Consumers may be very wary of trying the product, as
the name sounds unappealing.

CONSUMER PROBLEM
The main problem our consumers face with Chocolate Diet Coke is that
it is an unusual combination and certainly one that has not been
attempted in the contemporary soda market. Our product must break
through consumers preconceived notions of taste and prove to them
that Chocolate Diet Coke is an appetizing flavor.

ADVERTISING OBJECTIVE

With our advertising, we hope to raise Chocolate Diet Coke to become

a top-of-mind choice for our target consumers when they go shopping.
By having our product become a top-of-mind choice in our target, we
are also hoping that they take the plunge and purchase it when they
encounter it in stores.

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MARKETING OBJECTIVE

With our campaign, we are hoping to attain a reach of 70 with a

frequency of 4.

BRAND POSITIONING STRATEGY

Our brand positioning strategy is to have Chocolate Diet Coke gain the
perception of being indulgent, smooth, relaxing/rewarding, rich in
flavor, healthy, or, a guilt-free choice, light hearted, fun, and not-too-
serious within our target consumers.

MARKETING STRATEGY: TARGET AUDIENCE

Demographics

Women aged 25-44

At least attended college
Household income of at least $40,000+
All races
Primarily in the North-East and Midwest census region
Live in county sizes A and B
At least engaged
Child age: at least <12 months
At least <1 year at their present address
Homeowners
Home value: at least $100,000+
Psychographics (VALS)

Experiencers
o Want everything
o Go against the current mainstream
o Are up on the latest fashions
o Love physical activity (are sensation seeking)
o See themselves as very sociable
o Believe that friends are extremely important
o Are spontaneous
o Have a heightened sense of visual stimulation
Relationships
We are seeking existing soda drinkers who already drink diet
sodas. Our targets are users of diet soda.

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COMPETITION

Direct Competition

Our direct competition are other soda brands/companies such

as Pepsi, Dr. Pepper, or Crush. This also includes all other diet
sodas made by these companies, like Diet Pepsi or Diet Dr.
Pepper.

Indirect Competition

Our indirect competition are other drink brands that are not in
the soda category, such as juices, teas, and water which include
products offered by brands like Gold Peak and Lipton. These
brands may be perceived as having healthier options as
compared to our product.

CREATIVE STRATEGY

Our creative strategy revolves around knowing that our target

consumers may initially perceive our product as not tasting good or not
being healthy. However, other soda and drink brands do not position
themselves as being luxurious they mostly strive to promote their
healthy qualities and benefits. We have chosen to focus on both what
is healthy about Chocolate Diet Coke as well as the luxurious and guilt-
free experience it offers. By targeting women who are aged 25-44, we
will be able to develop this vision and enforce it within the minds of our
target consumers.

BRAND PROMISE

Diet Chocolate Coke promises to give the target consumer a unique

and indulgent flavor along with a guilt-free experience that other diet
sodas cannot give to their consumers.

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FEATURES/BENEFITS/REASONS WHY

Chocolate Diet Coke consumers will want to choose our products

because we offer them an experience that they cannot get from
drinking other diet sodas and juices/teas. We offer our consumers a
guilt-free feeling of luxury that comes from drinking rich and flavorful
chocolate flavored diet soda. Other brands only focus on the healthy
benefits consumers can receive by drinking their products but say
nothing about the experience and feeling of drinking them. Our
campaign will highlight the nutritional benefits while also making sure
our consumers know that our product will be just as healthy for them
as other brands.

CALL TO ACTION

During our campaign, our prospects will feel more high-class and
luxurious as they drink Chocolate Diet Coke. They will also feel a sense
of pride, as they know that what they are drinking contains zero
calories, zero grams of fat, zero grams of total carbs, and only forty
milligrams of sodium. Our call to action is to encourage people to
attend our promotional events and use our sponsored Snapchat
geofilter. We are also encouraging our prospects to tweet at us using
the hashtag #IndulgeYourself to share their delicious chocolate
experiences.

NET IMPRESSION

The goal of our net impression is to use our campaigns hashtag to get
our products name into the minds of consumers so that it becomes a
top-of-mind choice the next time they are in the store. Remembering
our hashtag along with our promotional events which also utilize our
Snapchat filter, our consumers will remember that drinking Chocolate
Diet Coke makes them feel guilt-free and leads to fun experiences.

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Consumer Profile Julie Peterson
DEMOGRAPHICS
Age: 35
Gender: Female
Ethnicity: Caucasian
Employment: Account Executive
Inside Sales
Marital Status: Married
Children: 2
Geographic Location: Reading,
Pennsylvania
Financial Status: Independent
Income: $65,000+
Education Level: College Degree

PSYCHOGRAPHICS
Health-conscious
Up-to-date with all the latest trends
Loves being around friends
Open to trying new things
Caring parent, proud mother
Strives for the life of luxury

OUR TARGET CONSUMER JULIE

Julie Peterson is a 35 year-old woman who is making a name for herself in her
industry. Her recent promotion to an Account Executive of Inside Sales is her first
step to making her way to the top. Everyone in the office knows about Julie and her
great work ethic, and commend her on the work she has done so far. Outside of the
office, Julie is a proud parent of two little boys, and is happily married to her
husband, George.

Whenever her and her husband get a free night, they love going out on the town to
experience new, and often times higher class, social events and activities. They both
love feeling like they are a part of the 1%, and live their lives as if they were. She
drives an expensive SUV and has all the latest, most popular tech from smart phones
to smart watches.

On top of living the high-life, Julie is also incredibly health-conscious, but likes to
splurge on occasion. Because of this, Chocolate Diet Coke is the perfect drink for her,
as it provides her with the guilt-free, delicious-tasting experience that Diet Coke
provides, but also provides her with a smooth feeling of luxury from the rich,
chocolate flavor Chocolate Diet Coke offers.

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Print and Online Magazine Advertisement

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Video Script and Storyboard
VIDEO SCRIPT
Client: Chocolate Diet Coke Title: Break Away from the Mundane Writer: Alec Birkhold

Video Audio
Close up shot of a regular can of Diet Coke Music: Pour Some Sugar On Me by Def
covered in condensation. Black background Leppard (2012 Version)
with spotlight lighting on the can.
Soda can tab autonomously pops open. Music continues
Camera begins to slowly pan in an upward SFX: Soda can opening
rotating motion, gravitating around the can.
Creamy stream of rich liquid chocolate is Music continues
poured from top right corner of just off SFX: Loud pouring sound of chocolate
camera into the frame and into the can. entering a glass
Camera continues slow rotating pan. Can of
Diet Coke begins quick graphic transition to
add elements of brown. Diet Coke can
complete transformation to become a can of
Chocolate Diet Coke. Camera stops at a
medium shot of the can.
Chocolate Diet Coke can remains in place. Music abruptly pauses.
Black background transitions to supermarket SFX: Sound of cash registers and the hustle
shelves. Camera is now focusing on a medium and bustle of a super market
shot of Chocolate Diet Coke cans on a
mundane store shelf.
Transitions to a tracking shot of a middle- SFX: Squeaky wheel on the shopping cart
aged woman ordinary woman pushing a
shopping cart down a store aisle. Woman
stops her cart to look at a display that reads,
New! Chocolate Diet Coke.
Close up shot of the womans face as she Silence
contemplates trying the product. She is
noticeably mundane looking.
Point of View shot of the womans hand SFX: Woman picking up a soda can
reaching out and picking up a can of
Chocolate Diet Coke off of the store shelf.
Abrupt transition to long shot of the woman Music: Abruptly continues. Lyrics launch
who is now on a stage with the band Def into chorus Pour some sugar on me
Leppard as they perform the song Pour Some SFX: Def Leppard on stage performing
Sugar On Me. Woman is in different, fun 80s
attire and hair and makeup has changed to
reflect that she is no longer a boring
housewife suffering from the mundane. She
continues to hold her can of Chocolate Diet
Coke.
Transition back to black background. Close up Music continues
shot of empty Coke glass with ice as it is filled SFX: Cold glass of ice being filled with liquid
with Chocolate Diet Coke.
Camera remains on close up shot of Coke Music continues
glass with Chocolate Diet Coke spilling over
the sides. Copy above the glass reads, Break
Away from the Mundane.

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 STORYBOARD
1. ES/CU Close up shot of a regular can
of Diet Coke covered in condensation.
Black background with spotlight lighting
on the can.
3. CU Chocolate Diet Coke can remains
in place. Black background transitions
to supermarket shelves. Camera is
now focusing on a medium shot of
Chocolate Diet Coke cans on a
mundane store shelf.
2. CU Creamy stream of rich liquid
chocolate is poured from top right
corner of just off camera into the
frame and into the can. Camera
continues slow rotating pan. Can
of Diet Coke begins quick graphic
transition to add elements of
brown. Diet Coke can complete
transformation to become a can
of Chocolate Diet Coke. Camera
stops at a medium shot of the
can.
4. ES/MS We see the display of
Chocolate Diet Coke on the
boring store shelf.
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5. MS/TS Transitions to a tracking shot
of a middle-aged woman ordinary
woman pushing a shopping cart down
a store aisle. Woman stops her cart to
look at a display that reads, New!
Chocolate Diet Coke.
7. POV We see the womans hand
reaching out and picking up a can of
Chocolate Diet Coke off of the store
shelf.
6. CU We see the womans face as
she contemplates trying the
product. She is noticeably
mundane looking.
8. LS Abrupt transition to long shot
of the woman who is now on a
stage with the band Def Leppard
as they perform the song Pour
Some Sugar On Me. Woman is in
different, fun 80s attire and hair
and makeup has changed to reflect
that she is no longer a boring
housewife suffering from the
mundane. She continues to hold
her can of Chocolate Diet Coke.
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9. CU Transition back to black
background. Close up shot of empty
Coke glass with ice as it is filled with
Chocolate Diet Coke.
10. CU Camera remains on close up
shot of Coke glass with Chocolate
Diet Coke spilling over the sides.
Copy below the glass reads: Break
Away from the Mundane.
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Social Media Campaign
CAMPAIGN OBJECTIVE
The objective of our campaign is to primarily raise
awareness of Chocolate Diet Coke in the
contemporary soda market and with our target
audience. As stated in our Marketing Objectives, with
our campaign we are wanting to attain a reach of
seventy and a frequency of four. To do this, we will
need a strong lead-in to the market that can only be
achieved through strong social media presence.
Another key idea our campaign intends to promote is
the benefits of drinking Chocolate Diet Coke. Diet
Cokes nutrition facts were already listed in our call to
action, and Chocolate Diet Coke has just about the same nutritional value as its
original counterpart. The last major idea our campaign intends to emphasize is the
experience one receives while drinking a Chocolate Diet Coke. Our campaign focuses
on how guilt-free drinking our product is and how one can feel luxurious while doing
so. This is incredibly important, as we want Chocolate Diet Coke to be perceived as
more than just another diet soda option. Our campaign wants Chocolate Diet Coke to
be perceived as the go-to option for diet drinks among our target audience.

STRATEGY
For our social media campaign, we chose to utilize both Twitter and Snapchat in
order to effectively reach our target audience of females ages 25-44. Twitter is an
incredibly popular social media, and it has seen tremendous growth since its
inception. We intend to capitalize on this and use Twitter as the primary way we will
spread brand awareness to our target consumer.
As for our second medium, we chose to use Snapchat. Snapchat is a newer medium
than Twitter, and its userbase is still growing. By using Snapchat, we can better tie
our campaign into our promotional event as well as reach our target consumers in a
more personal and interactive way.

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TACTICS
By using Twitter, our campaign will be able to utilize our hashtag, #IndulgeYourself to
promote the overall message of our campaign that Chocolate Diet Coke provides
an indulgent and luxurious chocolate experience while also being guilt-free. Hashtags
are incredibly effective at raising consumer awareness for brands which is essential
for the launch of the new Chocolate Diet Coke brand, as consumers may be
dissuaded to try and buy it based solely on the name. With the implementation of the
hashtag however, consumers who are exposed to our message will recognize what
Chocolate Diet Coke can offer them in terms of flavor and overall experience. Below
is an example of what a Tweet by Chocolate Diet Coke would look like.

In addition to launching our hashtag, our campaign will also utilize Snapchat to help
tie in to our promotional event through geofilters. Geofilters are a very effective way
to reach more of our audience during our promotional events, and also reach out to
those who the campaign may not directly target. One of the big benefits to using
geofilters is that they make those in our target audience, and even those outside of
it, feel included on an individual level with our campaign. By taking a picture with
Snapchat while using our sponsored geofilter, our audience will be able to have a
more personal experience with our campaign with an individualized I was there!
moment they are able to share with their friends and families. An example of what
this geofilter would look like is shown on the next page.

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PAGE 13
Promotions
The promotional event for Coca-Colas new brand, Chocolate Diet Coke, will revolve
around the brands target market and goals. The brand is reaching out to women who are in
the age range of 25-44 that live in the Midwest and North-Eastern regions of the United
States. Furthermore, the brand appeals to all races and a wide variety of incomes. This
makes a very wide consumer base that allows for the use of a wide variety of marketing
tactics. To successfully market the brand, it is imperative to overcome the largest problem
with this brand, which is the first-time consumer cost of the product because this is a very
peculiar combination of flavor profiles that would likely detract from one another. The risk of
spending money on something that has the possible of having an off-putting taste is
something that must be overcome in order to gain a large consumer base.
Our promotional event will consist of a taste testing where customers are allowed to
try a small sample for free. This greatly reduces the cost of trying the product for the first
time, which is a hurdle this product will need to overcome as it is an unusual flavor
combination. In addition to the free sample, if the customer is a fan of the new brand and its
taste, a free, 20oz plastic bottle will be offered to the prospective customer. This will allow a
greater number of exposures to the public as they carry the bottle around the city and the
office. Finally, the label on the bottle will have a buy-one-get-one-free (BOGO) coupon if the
bottle is presented at the point of purchase. This gives the consumer the possibility of
sharing the product with other potential consumers if they enjoy the product.
To keep in-line with the brands target audience, the promotional event is planned to
be hosted in downtown Chicago. The reasoning behind this is that Chicago is a very diverse
city and a majority of those that are downtown for work fit between the age range of 25-44.
The income range also suits the location because much of the public in the downtown area
are there for work during the standard work hours. Specifically, the event will take place
outside of the entrance and exit of Chicagos Union Station. This will capture many peoples
eyes as Chicagos rush hour traffic is extremely busy. The foot traffic alone leaving the station
is incredibly large during rush hour. This also allows for two exposures per customer as they
experience the event arriving in the morning when they exit the train station and once again
on the commute home. In addition to the commuters, Union Station is situated on some of
downtown Chicagos busiest streets, meaning that it will capture more than just commuters;
specifically, those who live downtown and those who are driving through. Also, even though
these consumers are typically in a hurry at this time, the interaction with the hosts can be
brief when they take the drink and go.

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 The hosts/presenters for this event should be warm, welcoming, and friendly - which
aligns with some of the brand traits. They should embody these traits because it can be
difficult to get the attention of many of these consumers as they are in a rush. Consumers
are far less likely to interact with a cold and boring person working a promotional booth in
the downtown area. The hosts will also encourage consumers to tweet at Chocolate Diet
Cokes twitter handle @chocolatedietcoke and use the hashtag #IndulgeYourself. Consumers
spreading the word of the event on social media in the morning will further increase traffic in
the afternoon and into the evening rush hour. The Snapchat campaign will also attract more
attention to the event when they discover the geofilter during the time of the event as well as
those who have it sent to them or view it on others Snap Stories.
Finally, the success of this event is coordinated to be easily measurable. Purchases
can be measured through coupon redemption rates from local gas stations, convenience
stores, and all other locations where the coupon is redeemable. In addition to coupon
redemptions, the hashtag #IndulgeYourself and twitter handle @chocolatedietcoke usage
rates are able to be monitored in a simple fashion. Also, the amount of times the Chocolate
Diet Coke Snapchat filter was used during the time of the event is readily available. The
multitude of metrics that are available to evaluate the event will lead to further brand
development and targeted marketing.

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