Coca-Cola Company
Coca-Cola Strategic Communication Plan “Taste The Beat” Nohely Garay March 15, 2012
PRAD 256- Final Project
The Coca-Cola Company
Memo of Transmittal To: Thomas Jones-President of Product Division
Mr. Jones, This proposal presents an idea to seize the opportunity of targeting a new generation of Coca-Cola consumers through a new campaign titled, “Taste the Beat”.
One way that we can target a younger crowd is by relating Coca-Cola to something else that they enjoy, which is music. “Taste the Beat” focuses on unique music styles and tastes. This goes along with Coca-Cola itself because it is a unique product and has many styles to fit our audience.
The objectives, challenges, and opportunities are presented throughout this proposal. Sample ads, press releases, and other forms of media are also included.
I am available to discuss this at your convenience. Thank you for your time and consideration.
Nohely Garay Public Relation Director (555) 555-5555 NGaray@cocacolacompany.com
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The Coca-Cola Company
Table of Contents Executive Summary Company Profile Statement of Purpose Product Profile Situation Analysis Target Market/ Publics Timeline Presentation Script Outline Conclusion Pitch Letter Publicity News Release Backgrounder Radio Promotion Script Social Media Release Fact Sheet Media Alert Video News Release Brochure Elements of Media Kit Photo Opportunity Sheet Print Ad TV Ad Script Radio Ad Script Blog Post Sample Tweets Sales E-Blast
P. 4 P. 5 P. 6 P. 7 P. 8 P. 9-13 P. 14 P. 15-17 P. 18 P. 19 P. 20 P. 21 P. 22-23 P. 24 P. 25 P. 26 P. 27-29 P. 30-31 P. 32 P. 33 P. 34 P. 35 P. 36 P. 37 P. 38 P. 39
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The Coca-Cola Company
Executive Summary Coca-Cola “Taste the Beat” !
Coca-Cola is an international beverage manufacturer that has been around since
1886. The company creates a beverage for everyone, but it mostly targets to an audience of 18-30 year olds. In this new “Taste the Beat” campaign, a more specified audience will be targeted. The new target would be 16-22 year olds who express themselves as unique and individual people. !
Coca-Cola is a well-established brand with enough funds to create a great
campaign. Its weaknesses include healthier beverage choices, a brand image that is “mainstream” and loyalty to other beverages. Even with these weaknesses, there are still much more opportunities for Coca-Colaʼs new campaign. Many young people will be able to see Coca-Colaʼs new campaign and relate to it. They may become CocaCola fans for life. !
Some of the ways for this campaign to run smoothly are through effective use of
social media, great advertisements, use of proper deadlines, keeping employees and other publics informed. Plenty of buzz can be created for “Taste the Beat”. The proposal goes more in-depth on how this will be achieved.
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The Coca-Cola Company
Company Profile Coca-Cola is an international beverage manufacturer that has been around since 1886. The company is most known for the classic Coca-Cola. This is the most popular and best-selling soft drink in the world. There are many loyal Coca-Cola drinkers out there today. Coca-Cola ads are appealing because they play on being classic, being happy, and being “the real thing�. Coca-Cola markets to people of all ages and backgrounds. The company creates a beverage for everyone. The classic Coca-Cola beverage is targeted towards many different types of people. They are all different ages and ethnicities, and they live different lifestyles. Coca-Cola has many strengths and weaknesses. One of its strengths is that it has been around for a long time. Everyone knows what Coca-Cola is and what it sells. It is now sold all over the world. One of its weaknesses is that it is not the healthiest drink. It has a lot of sugar and acids that are harmful to health. Many nutritionists have said that drinking one soft drink a day can lead to type 2 diabetes. Our nation is very healthconscious right now and this is bad for this particular beverage. Although it can be bad, people still drink Coca-Cola. They are willing to pay the price because it is relatively inexpensive. Although Coca-Cola has many loyal fans, it has many competitors. Many companies make soft drinks. A very large competitor of Coca-Cola is PepsiCo. It produces the second most-popular soft drink, Pepsi. Both of these companies use all types of media to advertise and stay on top. They use Facebook, Twitter, television, magazine ads, websites, and much more to advertise. Coca-Cola is a very popular brand and appears on the news often. It always seems to be featured in lists for top companies to work for and most effective use of marketing. This company has been around for a long time and will continue this way because of its innovation in the beverage world.
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The Coca-Cola Company
Statement of Purpose
This proposal presents a plan to revitalize the brand image of Coca-Cola to attract a new generation of Coca-Cola consumers.
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The Coca-Cola Company
Product Profile The Coca-Cola Company's products include beverage concentrates and syrups, with the main product being finished beverages.
The business has over 300 brands of beverages around the world with the main ones being Coke, Fanta, Lift, Sprite, Frutopia 100% Fruit Juice, and PowerAde.
The Coca-Cola Company packages its beverages into plastic bottles of sizes 2 liters, 1.25 litres, 600mL and 300mL. These are also available in aluminum cans of 375mL. Glass bottles are sold in select places and vary from country to country.
Coca-Cola is the most well known trademark, recognized by a large percent of the world's population.
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The Coca-Cola Company
Situation Analysis SWOT Analysis • • •
• • •
Strengths Coca-Cola is a well-established company (everyone knows what Coca-Cola is). It is an international soft drink manufacturer. Soft drinks are inexpensive. Opportunities Coca-Cola can be and is sold in many places. Many low-calorie drinks and flavors can be created. Sufficient capital to expand.
• • •
• • •
Weaknesses Soft drinks are unhealthy. Some people are loyal to other products. Coca-Cola does not use real sugar in the U.S. Threats It has to stay classic (can’t change the look). We live in a health-conscious world. Many competitors exist in the soft drink industry.
Situational Challenge There are a few situational challenges for Coca-Colaʼs target audience. One of the challenges for the advertising market is that many young people are trying to stay away from carbonated beverages with sugar. This is a problem because the Coca-Cola classic beverage is a carbonated drink. To overcome this, The Coca-Cola Company has created several health-conscious beverages. To advertise the classic beverage, they make it seem cool and “happy”. One of their slogans is “Have a Coke and a smile.”
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The Coca-Cola Company
Target Audiences/ Publics Advertising The company's beverages are generally for all consumers. However, there are some brands, which target specific consumers. For example, Coca-Cola's diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. PowerAde sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12. The Coca-Cola Company when advertising, has a primary target market of those who are 13-24.
Strategic Message Planner: Coca-Cola Classic Advertising Goal To expand the brand image of Coca-Cola into something trendy and unique. Client: Key Facts
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Coca-Cola Company is the world’s largest beverage company.
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It was created in 1886 by pharmacist John Pemberton in Atlanta, Georgia.
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The Coca-Cola Company has over 500 beverage brands and over 3,500 beverages.
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1.7 billion servings of Coca-Cola products are sold each day.
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The Coca-Cola Company has gone 49 consecutive years with increased dividends.
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Coca-Cola products are sold in over 200 countries
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The Coca-Cola Company
Product: Key Features What is the product? •
Coca-Cola is the most popular and biggest selling soft-drink in history.
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Coca-Cola comes in glass or plastic bottles and aluminum cans.
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Coca-Cola has many different flavors such as Classic, Cherry, Lime, and Vanilla.
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It also comes in Zero which has zero calories or caffeine-free.
What is the purpose of the product? •
The purpose of the product is to satisfy people’s thirst with a flavorful beverage.
What is the product made of? •
Carbonated Water, High Fructose Corn Syrup, Caramel Color, Phosphoric Acid, Natural Flavors, and Caffeine.
Who and what made the product? •
A pharmacist by the name of John Pemberton made Coca-Cola in 1886 in Atlanta, Georgia.
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He was curious and mixed syrup with carbonated water.
Target Audience: Demographics and Psychographics The new target audience for Coca-Cola is teenage girls and guys ages 15-19 who like to listen to alternative music styles. They listen to alternative radio and internet stations. They watch ironic, comedic television shows such as 30 Rock or The Office. They like to go to small venues for a music concert rather than large concert halls or arenas. This audience is usually in high school or their first years of college. They live either on campus or in large cities where alternative music scenes can be found. They like
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The Coca-Cola Company
the feeling of being independent and having something that is unique to fit their lifestyle. Product Benefits •
Coca-Cola’s main benefit is that it can fulfill the thirst for something with flavor.
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They are easily accessible in come in a variety of sizes.
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There are different flavors to satisfy different tastes.
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Each Coke product comes with a code for Coke rewards which can be redeemed for different prizes, including music downloads.
Direct Competitors and Brand Images Direct competitors are other soft-drink companies •
Pepsi: The target audience believes this product is similar to Coca-Cola, but the artists that are featured in the ads are too “mainstream”.
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RC Cola: The target audience thinks Royal Crown is a good alternative to CocaCola and is not “mainstream”, but it does not offer as many varieties.
Indirect Competitors and Brand Images •
Healthy beverages such as tea, water, or juices may attract young people because they are trying to be healthy or look good.
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Coffee and energy drinks are seen as trendy. Coffee shops are a good place for young people to socialize especially since they are not 21.
Product Brand Image •
Current brand image: The target audience believes that Coca-Cola has good variety and reputation, but it is not unique or alternative.
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Desired brand image: Coca-Cola is fits unique tastes.
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Brand image challenge: The target audience isn’t aware of its vintage feel or ads that make it seem trendy.
Strategic Message: The Promise Coca-Cola has many varieties that can fit any unique taste.
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The Coca-Cola Company
Supporting Evidence: The Proof •
Coca-Cola has new vending machines that come with over 100 choices.
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Coca-Cola Ranks #2 in Music Industry Category for 2010 FIFA World Cup™ Global Music Campaign.
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It sponsors many small act stages at music festivals such as Lollapalooza, Coachella, and Austin City Limits.
Public Relations Internal Publics: Employees: All employees must be informed about the company and the products. The situational challenge that Coca-Cola faces is that there are over 146,200 employees in this company. The objective is to keep them informed through company newsletters, a company intranet, and guidebooks. Shareholders: The company shareholders should always be kept informed about what goes on with the company. This can be accomplished through annual or quarterly reports. These should be sent to all shareholders and also be easily accessible through the company website. Distributors: The challenge facing communication with distributors is that there are many distributors for Coca-Cola as they operate in over 200 countries. This can be accomplished through company handbooks and good management meetings and calls. Suppliers: Strong communication is needed for the suppliers as well. There are many materials and goods needed to make Coca-Cola. The objective is to keep a good supply of all goods at all times. Current Customers: We need to keep current customers satisfied with Coca-Cola products. We can inform them through e-mails about new products and Coca-Cola sponsored events.
External Publics: The media, competitors, prospective consumers, government, and health organizations should be well-informed about what goes on in the company. Some of the situational challenges Coca-Cola faces when communicating with these external publics is that
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they may like to push out negative news. Our communication objective is to increase the amount of positive media put out by at least 10%. Coca-Cola follows every government rule and will keep health organizations informed of the healthy beverages that Coca-Cola offers. It will remain honest with its labels and packaging as well.
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The Coca-Cola Company
Timeline Project Name: Taste the Beat Target Launch: April 2012 Start Date: April 16, 2012
Tactic
Start Date
Date #1
Date #2
Date #3
Launch Date
Lollapalooza Press March 15
April 16- Released
Release
on Coca-Cola & Lollaplooza Website
Coca-Cola Print
March 15
April 15- Send out
Ad “Taste the
to SPIN, Rolling
Beat�
Stone, and Nylon
Coca-Cola Radio
March 15
Ad
April 23- Play on Indie radio stations
Coca-Cola TV Ad March 15
May 3- Play during 30 Rock
Social Media
March 15
April 16-Social Media pages go live.
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The Coca-Cola Company
Presentation Script Outline I.
Introduction: A.
Attention Getting Device: Imagine great music, shining sun, delicious food, and enjoying three days with 70,000 amazing people.
B.
Thesis Statement: Coca-Cola is sponsoring music stages at four summer music festivals this summer as part of their “Taste the Beat” campaign.
C.
Preview: The campaign will blend the uniqueness of music and Coca-Cola. 1.
“Taste the Beat” Stage elements
2.
“Taste the Beat” Artists
3.
Festivals- Sasquatch, Bonnaroo, Lollapalooza, Austin City Limits
Transition Statement: All of these points are what will make the “Taste the Beat” campaign a major success.
II.
Body: A. First Major Point: The “Taste the Beat” stage will have all the elements that combine Coca-Cola to music.
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1. Coca-Cola merchandise a. Coca-Cola and band merchandise will be sold. b. Coca-Cola and band swag will be given away.
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2. Coca-Cola products a. 100+ vending machines will be placed around the stage. b. Coca-Cola will have can-decorating to show uniqueness.
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The Coca-Cola Company
Transition Statement: Not only will the “Taste the Beat” stage show its individualism through its stage, but also through the artists that it will feature. B. Second Major Point: The artists at the “Taste the Beat” stage will have be of different music genres and talented in ways different from other artists. !
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1. Rising Stars a. Gotye, Fitz and the Tantrums, Araab Muzik, etc. b. None of them are “mainstream”
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2. Diverse music a. Indie music, hip-hop, EDM, soul, etc. b. Shows the audience different genres and “tastes”
Transition Statement: These unique and diverse elements and artists will be featured at four of the summerʼs biggest music festivals. !
C. Third Major Point: The tour will start off Seattle, Washington for Sasquatch, !
then head to Bonnaroo, next is Lollapalooza, and finally end at Austin City Limits. !
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1. All around the US a. Seattle, WA; Manchester, TN; Chicago, IL; Austin, TX b. Many people can be reached
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2. Great Experience a. Sun, Music, People b. Only happens once a year
Transition Statement: The festivals that will Coca-Cola will attend are a fun experience for Coca-Colaʼs target audience. III. Conclusion:
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A. Summary Statement: The “Taste the Beat� campaign will have great elements, artists, and location to bring music and the taste of Coke together. B. Concluding Statement: This will be an experience that all music and CocaCola fans will remember for the rest of their lives.
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The Coca-Cola Company
Conclusion This “Taste the Beat” campaign will ensure that Coca-Cola has a fresh new vibe for the young audience that it will target. Todayʼs young crowds want to be seen as individuals with unique tastes and styles. “Taste the Beat” focuses on these details to attract the younger audience. The ads created by the public relations team are ready for use and can be sent out immediately. They focus on the positive and fun image that Coca-Cola is trying to pursue. The next steps for this campaign can be discussed at the next company meeting on March 20.
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The Coca-Cola Company
Pitch Letter To:
JaneSmith@NylonMag.com
Subject:
For Jane Smith: Exclusive on “Taste the Beat” Music Stages
Ms. Smith:
Summer Music Festivals are about to commence. The shining sun, upbeat crowds, crazy fashion, delicious food, and unique music are just some aspects of what entices festival-goers to the big music festivals of the summer. Coca-Cola is setting up stages at some of the biggest music festivals such as Lollapalooza, Bonnaroo, Sasquatch, and Austin City Limits. The Coca-Cola stages will be part of a large campaign titled “Taste the Beat” and will feature upcoming artists such as Gotye, Blind Pilot, Fun., AraabMuzik, and Fitz and the Tantrums. I think this would be an interesting story for Nylon’s readers. Many of the music sections in Nylon have mentioned these bands in the past. Readers may be interested in hearing about where they can see the bands that Nylon has covered. We are offering this story exclusively to Nylon Magazine, so I would need to know fairly soon if you are interested. I can assure you that some of our featured bands will cooperate with any photographers and writers you would assign. Coca-Cola Company media employees will also be available if needed. Please let me know how we can help. My direct phone line is (847) 555-5555. I will call Monday, March 19, to see if I might be of any help for a story on Coca-Cola’s “Taste the Beat” music stages. Thank you for your time and consideration. Nohely Garay Public Relations Director The Coca-Cola Company (555) 555-5555 NGaray@cocacolacompany.com
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The Coca-Cola Company
Publicity News Release- Print News Release For Immediate Release! Mar. 15, 2012! !
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For More Information: ! Nohely Garay Public Relations Director (555) 555-5555 NGaray@cocacolacompany.com
Coca-Cola launches new “Taste the Beat” campaign !
The Coca-Cola Company is launching a new “Taste the Beat” campaign to bring
Coke and music together this summer by setting up stages at major music festivals. !
This goes along with past Coca-Cola musical campaigns. The stages will include
rising artists such as Fun., Blind Pilot, Gotye, and others. The music festivals that Coca-Cola will be present for are Lollapalooza, Austin City Limits, Bonnaroo, and Sasquatch. !
“We are glad to have Coca-Cola as a sponsor for this yearʼs Lollapalooza,” says
Perry Farrell, founder of Lollapalooza. “They are a great company that fits in with the style of this festival.” !
“Coca-Cola has planned on joining more music festivals because the lively envi-
ronment is a good setting for fans of music and Coke to get together,” said Robert Kotick, director of Coca-Cola. !
The campaign will feature ads, merchandise, and donations to music and arts
schools. ###
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The Coca-Cola Company
Backgrounder FOR IMMEDIATE RELEASE! Mar. 15, 2012! ! ! ! ! ! ! !
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For More Information: Nohely Garay Public Relations Director (555)555-5555 NGaray@cocacolacompany.com
The Coca-Cola Company !
The Coca-Cola Company has been around for 125 years. It sells products in
over 200 countries. The number of beverages keeps growing and right now it sells over 3,500 beverages. It is a very successful company that has had 49 consecutive years with increased dividends. It also operates with the a team of 139,600 worldwide employees. !
The mission of the Coca-Cola Company can easily explain why it is such a suc-
cess. Its mission is to refresh the world, inspire optimism and happiness, and to create value and make a difference. Its vision focuses on people or its employees. The vision mentions having a great portfolio. The partners (customers and suppliers) are very important to the vision as well. It focuses on keeping a healthy planet. Profits are important in maintaining a strong company. Lastly, productivity keeps the company efficient and fast-moving. !
The company is a true icon in America. It is becoming an icon around the globe.
It does this by creating effective and enjoyable campaigns as well as doing good for the community.
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The Coca-Cola Company
Radio Promotion Production Script Title: “Taste the Beat” Client/ Sponsor: Station Promo Length: 30 Seconds Air Date: April 23 SFX: Glass bottle being opened, a small sound bite of Gotye in the background. ANNOUNCER:
Summer is coming up. One of the best parts of summer is the music festivals that take place. Sun, food, music, and people. It’s all you need for a good time.
SFX: A person is gulping down a beverage and a clip of AraabMuzik’s beats pop up. ANNOUNCER:
Coca-Cola will be bringing the beats and great taste to Sasquatch, Austin City Limits, Lollapalooza, and Bonnaroo this summer.
Music: Action News Eight Theme (Establish, then under) ANNOUNCER:
Tune into Action News at Eight for news on who Coca-Cola will be bringing to this year’s biggest music festivals.
ANNOUNCER:
Catalina Gomez, our Entertainment beat reporter will have the news as part of her “Summer Concert” series.
Music: (Fade)
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Title: “Taste the Beat” Client/ Sponsor: Station Promo Length: 30 Seconds Air Date: April 23 CATALINA GOMEZ:
I’m Catalina Gomez. Join me every Friday night for information on summer concerts. This week, find out who Coca-Cola is bringing to a festival near you.
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Social Media Optimized News Release Coca-Cola to Launch New Campaign “Taste the Beat” stages set for summer music festivals March 15, 2012: 3:30pm News Facts • Coca-Cola is launching a new “Taste the Beat” campaign focusing on unique music and taste. • Coca-Cola sponsored stages will be present at Sasquatch, Lollapalooza, Austin City Limits, and Bonnaroo. • Coca-Cola Music Stage will feature up-and-coming artists such as Fun., Blind Pilot, Fitz and the Tantrums, Gotye, and a few others. • New cans featuring music symbols and instruments will be distributed throughout the summer. • Donations will be made to music and art schools to keep the arts funded. Quotations • “We are glad that Coca-Cola has decided to join Lollapalooza because it fits our style.” -Perry Farrell, Founder of Lollapalooza • “Coca-Cola has planned on joining more music festivals because the fun environment is a good setting for fans of music and Coke to get together.” -Robert Kotick, Director, The Coca-Cola Company Related Links • Coca Cola • Lollapolooza • Sasquatch • Bonnaroo • Austin City Limits About the Coca-Cola Company ! The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day.! For More Information ! Nohely Garay ! Director of Public Relations ! 555-555-555 ! NGaray@cocacolacompany.com
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The Coca-Cola Company
Fact Sheet For Immediate Release
For More Information Contact:
March 15, 2012
Nohely Garay
Public Relations Director
(555) 555-5555
NGaray@cocacolacompany.com
What: The Coca-Cola Company is launching a new “Taste the Beat� campaign. Who: The Coca-Cola Company has been in business for 125 years and sells products in over 200 countries. Where: This campaign will run on television, radio, the internet, and all social media. A mobile app will be created and a stage at four summer music festivals will be sponsored. When: The campaign will officially launch on April 16. Why: Coca-Cola wants to attract a new generation of Coke consumers.
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Special Promotional Event Media Alert For Immediate Release Mar. 15, 2012 Coca-Cola to launch “Taste the Beat” campaign ! !
What:!! ! !
The Coca-Cola Company will launch the new “Taste the Beat” ! campaign on April 16, 2012.
! !
Who:! ! ! !
The Coca-Cola Company will be at music festivals throughout the ! summer.
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Where:! ! ! ! !
The festivals that will have Coca-Cola stages include Lollapalooza ! (Chicago, IL), Sasquatch (Seattle, WA), Bonnaroo (Manchester, ! TN), and Austin City Limits (Austin, TX).
! ! ! !
When:! ! ! ! ! ! !
The festivals will take place throughout the summer. The music ! festival tour will start at Sasquatch on May 25-28, then head to ! Bonnaroo on June 7-10, Lollapalooza will be on August 3-5, and ! the festival tour will end at Austin City Limits on October 12-14. ###
For More Information: Nohely Garay Director of Public Relations 555-555-5555 NGaray@cocacolacompany.com
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Video News Release Production Script Project: “Taste the Beat” VNR Page
Chyron- Page one: Summer music festivals attract thousands of people each day they are present. The highest attendance has been in the hundred thousands. Chyron- Page two: Coca-Cola would like to be a part of such a fun experience and blend taste and music together to create a next-level experience. It will launch its “Taste the Beat” campaign this April. Chyron- Page three: This is a video news release about the “Taste the Beat” campaign. It will feature interviews with Robert Kotick, director of Coca-Cola, Perry Farrell, founder of Lollapalooza, and Gotye one of Coca-Colaʼs featured artists. Chyron- Page four: Suggested lead in: “Summer is coming up and itʼs time for sun, fun and music...” RT: 1:00 FIVE SECONDS OF BLACK OPENING SEQUENCE OF SHOTS- A crowd of 70,000 chanting to an upbeat song.
ANNOUNCER: Summer music festivals are always filled with thousands of people. They are all there to enjoy a great time outside with friends and great music. This is the common theme among all music festivals. Itʼs a great time full of fun.
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Project: “Taste the Beat” VNR Page
Arcade Fire at 2011ʼs Austin City Limits runs for five seconds CU:Robert Kotick in a Coca-Cola lounge
Robert Kotick: This is just one of the many amazing performances at Austin City Limits. CocaCola realizes how entertaining a music festival really is. It brings all of the best elements to one place. Itʼs great music, friends, and food. Some of the artists at these festivals are well-known while others are just rising in popularity. CocaCola wants to help these talented artists show off what they have while being in a fun environment.
Sequence: Exterior and logos of Sasquatch, Bonnaroo, Lollapalooza, and Austin City Limits.
CU: Perry Farrell in a Coca-Cola lounge
ANNOUNCER: “Taste the Beat” campaign will feature Coca-Cola stages at each one of these summer music festivals. The stages will feature many stars-on-the-rise. Perry Farrell: Lollapalooza and Austin City Limits are a perfect fit for music that is on the rise. That is one of my favorite reasons to go to these festivals. I get to know artists that I would have never thought about listening to. Coca-Cola is doing a great thing by show-casing new and diverse artists. This year’s festivals are going to rock!
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Project: “Taste the Beat” VNR Page
Shot of Gotyeʼs music video, “Somebody That I Used to Know”.
Gotye: Coca-Colaʼs stage is going to be amazing.
CU: Gotye in a Coca-Cola Lounge
I am glad that my song has been a hit on YouTube and that Coca-Cola recognized that. Iʼm really excited to perform at this yearʼs festivals on the Coca-Cola stage. “Taste the Beat” is where the party will be at.
Closing Sequence- 70,000 people doing a “song chant” in a circle.
ANNOUNCER: Imagine being a part of this. It is where unique people come to share their love of diverse and unique music.
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The Coca-Cola Company
Brochure Copy (6 Panel) Front Cover: The Coca-Cola logo with the line “Taste the Beat” underneath it would appear on this panel. The whole brochure would be red. The headlines would be in the classic CocaCola font in white. The rest of the text would also be in a white easy-to-read font. Panel 2: Coca-Cola is blending music and taste through this new “Taste the Beat” campaign. The two compliment each other for the experience of a lifetime. (Coca-Cola logo will be on the top. A white silhouette of Coke bottle pouring out musical noted will be displayed across the bottom) Panel 3: Headline: Coca-Cola “Taste the Beat” Stage • “Taste the Beat” stages will be featured at Sasquatch, Bonnaroo, Lollapalooza, and Austin City Limits. • Coca-Cola and band merchandise will be sold and some festival-goers will score some free swag while they are there. • A variety of peopleʼs favorite Coca-Cola beverage will be offered including Classic Coke, Cherry Coke, Vanilla Coke, and Coke Zero. • At least one 100+ Coca-Cola flavors vending machines will be placed by the CocaCola stage. (Image of the machine will be on the bottom of this panel) Panel 4: Headline: Coca-Cola “Taste the Beat” Artists • The artists that will be featured at the “Taste the Beat” stage will be up-and-coming artists. • Artists that are unique and diverse will play to match the unique and diverse feel of all Coca-Cola products. • Some of the artists featured will be Gotye, Fun., Blind Pilot, and Fitz and the Tantrums. (Image of the bandsʼ CD covers will be displayed at the top of this panel) Panel 5: Headline: Coca-Cola “Taste the Beat” Music Festivals • The festivals that Coca-Cola will sponsor stages at are full of unique music and people. • They are held in places throughout the United States and Coca-Cola wanted to make sure a majority of festival-goers could see these great new artists. • These music festivals are as diverse as Coca-Cola itself! (Image of Lollapalooza, Bonnaroo, ACL, and Sasquatch will be on the bottom. There will also be a Coca-Cola logo on the bottom right-hand corner).
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Panel 6: The Coca-Cola logo will once again appear. “Taste the Beat� will be right underneath it. The web addresses to Coca-Cola, Lollapalooza, Sasquatch, Bonnaroo, and Austin City Limits will be here. An address for physical mail will also be provided. The information e-mail address will be placed here as well.
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Elements included in the Media Kit Some of the elements I would include in a media kit are brochures, fact sheets, and backgrounders. These are good foundations on what “Taste the Beat� is all about. They are quick and easy to read.
I would also include a few news releases. These have more details about the campaign and the events occurring during the campaign. It will be good for getting information out to the public.
I would include fun elements such as a promotional video and a cd of the different band that will be a part of the campaign. This will catch the attention of many of the recipients of the media kits. Merchandise such as pens, notepads, guitar picks, and other reminders could also be included in the kit to attract attention.
The packaging of the media kit is important as well because we want the recipient to recognize that this is a Coca-Cola product, but also that it is fun and news-worthy.
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The Coca-Cola Company
Photo Opportunity Sheet Photo Opportunity FOR IMMEDIATE RELEASE!
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Mar. 15, 2012!
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For More Information, Contact: !
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Nohely Garay
Director of Public Relations (555)555-5555 Ngaray@cocacolacompany.com
Coca-Cola to sponsor stage at Sasquatch music festival
Coca-Colaʼs “Taste the Beat” campaign will launch this summer. It features the music of many up-and-coming artists that will be featured in their various media. One of the parts of this campaign is the summer music festival tour. They will attend the biggest festivals of the summer including Sasquatch, Bonnaroo, Lollapalooza, and Austin City Limits.
What:! ! ! !
Coca-Colaʼs “Taste the Beat” campaign will have a stage set up at Sasquatch music festival.
Who: ! ! ! ! ! ! ! !
Sasquatch! Music Festival is a music festival held annually in Seattle, Washington. There is an emphasis on indie rock bands, although there are also alternative rock, hip-hop and comedy acts. The festival usually features four separate stages, but this year there will be five.
When: !
This year, Sasquatch will take place all four days of May 25-May 28.
Where: ! ! ! ! !
Gorge Amphitheatre is an outdoor venue near the Columbia River located at 754 Silica Rd, George, Washington. The Gorge has played host to the Sasquatch! Music Festival for the past ten years
Why: !! ! !
“Coca-Cola has planned on joining more music festivals because the fun environment is a good setting for fans of music and Coke to get together.” -Robert Kotick, Director, The Coca-Cola Company ###
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The Coca-Cola Company
Print Ad Image Ad Body Copy: (Background is red; White silhouette of Coke bottle with musical notes being poured out; Coca-Cola Logo at the top in large print) -Coca Cola “Taste the Beat” We are bringing you some of the newest and most fresh artists to summer music festivals around the US. Gotye- Fitz and the Tantrums- Blind Pilot- Fun.- Araab Muzik- Flux Pavillion “Taste the Beat” music stages will be set up at Sasquatch, Bonnaroo, Lollapalooza, and Austin City Limits.
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The Coca-Cola Company
TV Ad script Title: “Taste the Beat” Ad Client/ SPonsor: Coca-Cola Length: 30 Seconds Air Dates: April 23- May 22 WS- Bright red background with an animated Coca-Cola bottle pouring musical
Music: (Gotyeʼs “Somebody That I Used to
notes to the beat of the song.
Know”. Establish then Under) ANNOUNCER: Taste the Beat this summer at one of
Coca-Colaʼs summer music festival stages. MS: Gotye playing live See artists such as Gotye MS: Fitz and the Tantrums outdoors Fitz and the Tantrums CU: Araab Muzikʼs hand on the synthesizer Araab Muzik and many more MS: Sasquatch entrance At music festivals this summer such as Sasquatch MS: Bonnaroo entrance MS: Lollapalooza entrance MS: Austin City Limits entrance WS: Coca-Cola bottle pouring out even more musical notes
Bonnaroo Lollapalooza Austin City Limits Taste the Beat with Coca-Cola
Music: (Gotyeʼs “Somebody That I Used to Know”. Up and then Fade, out at :29) ###
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The Coca-Cola Company
Radio Ad Script Title: “Taste the Beat” Radio Ad Client/ Sponsor: Coca-Cola Length: 15 Seconds Air Dates: April 23- March 23 SFX: Bottle being opened ANNOUNCER:
The sound of a Coca-Cola bottle being
SFX: Person gulping down a beverage
opened. It’s a great sound. That’s the sound of Coca-Cola being savored.
SFX: “ahhh” ANNOUNCER:
Imagine adding this feeling to the already great feeling you get at summer music festivals. For the first time, Coca-Cola is
Music: Araab Muzik’s beats
sponsoring stages at four major music festivals this summer. Sasquatch, Bonnaroo, Lollapalooza, and Austin City Limits. Taste that beat
(Fade, out at :14) ###
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The Coca-Cola Company
Blog Post What an amazing weekend we had at Sasquatch on our first summer music festival for “Taste the Beat”! We had fun chilling out with Gotye, dancing to the beats of Araab Muzik, singing along to Fun.ʼs summer anthem, “We Are Young” and so much more.
We gave out Coca-Cola swag to many Coca-Cola fans. Glasses, t-shirts, water bottles, and free Coke was handed out throughout the day.
Many people had fun decorating their Coca-Cola cans with their unique sense of style. Here are some we found interesting! (insert image)
Do you have any pictures of you and your friends at the Coca-Cola “Taste the Beat” stage? What were your favorite moments at Sasquatch? Share with us!
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The Coca-Cola Company
Sample Tweets 1) We are so excited for #Bonnaroo tomorrow! Who are you most excited to see perform? 2) #TastetheBeat stage is giving away free swag in 1 hr. Come #treatyourself 3) Decorate your #CocaCola cans at the #TastetheBeat stage! Share your pics with us!
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The Coca-Cola Company
E-Blast Sales Message March 15, 2012 Dear X, You’re unique and we know it! Coca-Cola is sponsoring a stage at Sasquatch, Bonnaroo, Lollapalooza, and Austin City Limits this year featuring artists for unique music styles!
We took notice of the amazing experiences that people have at these summer music festivals and wanted to join in the fun. We know you love Coca-Cola and we would love for you to join the fun with us at any (or all!) of these music festivals this summer.
The “Taste the Beat” summer festival tour will begin on May 25 in Seattle, Washington for the Sasquatch music festival. We hope you can join us here or in Manchester, Tennessee; Chicago, Illinois; or Austin, Texas.
If you have an iPhone or Droid you can download the “Taste the Beat” mobile app to find out which artists are playing when and to score some free swag during the festivals!
Sincerely, Nohely Garay Public Relations Director
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