Nikhil Phadke Abhinay Patil Joey Manfre Charrity Pope Kelly Peterson Melissa Castloo
Introduction BRANDING THEORY
Through reading, research, lectures, case studies and workshops we have learned the principles of modern branding. We have applied those principles by developing supplemental brand strategy, brand position, and brand personality for Coca-Cola.
THANK YOU
We would like to thank you for this opportunity and for your time. Coca-Cola has been a part of our lives as long as any of us can remember. It’s amazing to have the opportunity to study branding with the greatest and most recognizable brand in the world.
Objective To establish the VIS for a successful launch of a Coca-Cola energy drink at the 2010 FIFA World Cup Games in South Africa. GOAL
Differentiator Brand Vision Brand Awareness Brand Recognition Brand Loyalty Brand Voice
?
Coca-Cola Energy LOGO
Self-explanatory. Straightforward and easy to understand. Iconic and Extrinsic possibilities. Maintains authenticity. Bold and simple.
Coca-Cola Energy x2 LOGO
Concentrated Energy. Introduces some attitude with the graphic use of black.
Big, Bold, Simple...
Brand Identity Energy drinks are not a new idea, but Coca-Cola Energy has an attitude all its own. Every product in the Coca-Cola family identifies with a unique color and each brand takes on its own persona and attitude, so Coca-Cola Energy is no exception. POSITIONING
Coca-Cola Energy is bright and full of vivacious celebration!
Differentiator COLOR ENERGY BANDS
Yellow produces a warming effect, arouses cheerfulness, and stimulates mental activity. Combine the characteristics of Coca-Cola red with Energy yellow illustrate the radiant celebration. Red: Coca-Cola, confidence, courage Yellow: Energy, celebration, happiness Orange: Vitality with endurance
PERSONA
Other energy drinks revitalize the body and mind, but Coca-Cola Energy is much more! Energy is a spirit and attitude that owns vivation! It is the energy of life in the most uplifting genre.
Bottle
8.5 FL
OZ (355 mL)
Can
Booster
2.5 oz
12 Pack
Ownability, Impact and Scale
Strategy Establish strong IMC connections Leverage Coca-Cola Energy and the power of red at the largest global sporting event in the world, the 2010 South African World Cup Games. CREATIVE RATIONALE
Through using the elements of the IMC in interactive and interesting executions, Coca-Cola Energy becomes a staple in the Coke-Cola family of products.
Coca-Cola Energy IMC Fountain Packaging
IMC
ELEMENTS
Print GET
ONE
FRE
E!
VISION 1. Dow nloa d 2. Sca Coca-C n the ola QR on code to get your mob your ile. coupon .
Coca−Cola Energy is a universal
vivacious
celebration of life! Vending abcdefghijkl nopqrstuvwxyz ABCDEFGHIJKL MNOPQRSTUVWXYZ
On−Site
FIFA World Cup Blotcode Sweepstakes
2010 Sandlot World Cup
2010 Coke Energy Foosball World Cup
Online
Merchandise
2010 World Cup THE LOOK
The use of vuvuzelas speaks to the South African people Coca-Cola red holds the Coca-Cola trademark The rainbow historically references Mandela’s Rainbow nation where peace, truth, and diversity will prevail
THE STORY
South Africa is shouting out to the world that it is their time. The entire country is announcing its celebration.
World Cup Identity
World Cup VIS Vuvuzelas
Refreshment Bubbles
Energy Bands
abcdefghijkl nopqrstuvwxyz ABCDEFGHIJKL MNOPQRSTUVWXYZ Bottle Design
Composite Logo
Typography
Imagery
Backgrounds
Color
Packaging / Collectable Cans
Packaging / Aluminum Designer Series Designer Bottle: Melissa African to Football Graphic animal prints transition into the geometric elements of a football. The blending of cultural cliches creates new, impactful imagery. The cans celebrate the presentation of football to the makeup of South African symbolism.
energy
energy
The Energy of Rhythm
The Energy of Celebration
The Energy of the Wild
The Energy of Life
The Energy of Tradition
The Energy of South Africa
Fountain / Energy Specific
Print / In Store
Print / Teaser Billboards 1 & 2
Print / Teaser Billboards 3
Print / LED Billboards
Print / Billboard Can of Energy
Print / Celebrate Energy Goals Billboard
Print / Booster Billboard
Print / Posters
Print / Building Wraps
Print / Bus Shelters
Print / Interactive Bus Stops
Outdoors / Outside Stadium
Outdoors / The Ultimate Fan Competition
Outdoors / Street Banners
Outdoors / Vehicle Wraps
7E RE 'OING #RAZY
Outdoor / Vuvuzelas
IMC Flow Chart
Technology / Mobile IMC Microsite
Sandlot Tournament
Foosball Tournament
Communities
Xbox
Web Web
On site
Blotcode Sweepstakes
Mobile
Outdoor
Coke QR
My Coke
Mobile Applications
Game
Animated Vending
Technology / Gaming XBOX 360 Dashboard / Foosball Tourney
XBOX Live Arcade
Win a trip to the 2010 FIFA World Cup in South Africa!
Foosball Tourney
XBOX 360 / In Game Promotion
Through our unique partnership with FIFA we are able to imbed our product into various video games offered by FIFA and EA Sports, including FIFA 2010, and FIFA World Cup 2010: South Africa.
Promotions / Realtime and Virtual Foosball
AT&T 3G
Technology / QR
AT&T 3G
4:54 PM
4:54 PM
AT&T 3G
Scan Code
MAIN MENU
4:54 PM
Scan Code
Sweepstakes
Sweepstakes
Decoding...
Scan Code
iPhone App / My Coke Message My Coupons
From the Main Menu users can choose to scan a new code or view and redeem their collected coupons. AT&T 3G
4:54 PM
Cancel
Take Picture
When Scan Code is selected the device goes into camera mode to capture the image of the code. AT&T 3G
My Coke Message
The code is analyzed and operates in whatever way we want it to. It can be a coupon, it can call a phone number, it can get directions, or it can redirect the AT&T 3G mobile browser to a specific URL.
4:54 PM
My Coke Message
4:54 PM
My Coke Mes
Who are you?
What are your i
(Check all that a Age: AT&T 3G
4:54 PM
AT&T 3G
Scan Code
4:54 PM
Scan Code
AT&T 3G
AT&At 3G First 4:54 PM Name:
4:54 PM FIFA Coke Energy
www.FIFACokeEnergy.com
Address: Street Free Coca-Cola FIFA
FOOSBALL
Sweepstakes
Gender:
You won! Last
Male Female
Energy!
Sweepstakes
Decoding...
We are so excited to share the World Cup celebration in South Create a personalised message to appear onAfrica with the rest of the world that we are billboards, posters, and vending machines. sending 2 lucky winners and a group of their family Your 15 minutes start now! and friends to all 10 matches, including field level passes to the Finals Match!
City:
State:
Country:
Zip:
Phone:
Futbol
Scan to redeem
Home
2010 FIFA World Cup / Mobile Sweepstakes
4:54 PM
Culture Congratulations! Art
Apt. #
My Message
AT&At 3G
Sweepstakes
xxx-xxx-xxxx
Psychology You’ve won a free Coca-Cola Energy. Keep trying for Funyour chance to win tickets for you Design and your friends to the 2010 FIFA World Cup in South Africa. Cars
Soccer Travel Parties
Technolog Friends
Education Sports
Email:
Home
Music
Mobile:
Family
Movies
AT&T
Create New Message
Congratulations!
You are a runner up! You have won a free Coke Energy! Press button below to claim your prize.
My Messages
Next >
Free Coke Energy! Cancel
Redeem Coupon
Take Picture
When Scan Code is selected the device goes into camera mode to capture the image of the code.
The code is analyzed and operates in The phone is directed to the website the Main Menu users canhave whatever way we want it to. It canFrom be a where the user finds out if they coupon, it can call a phone number, it won a a major prize. As a consulation, choose to create new message or can get directions, or it can redirect the everyone is given a coupon of some reactivate old ones. mobile browser to a specific URL. sort.
When the coupon button is pressed,
This basicisinformation can“My help dicate the coupon saved to the users Coupon” menu is displayed on what type of and message to use, i.e. hip screen. and edgy, or conservative.
Next > 9384620039584932727890 Participating locations only. EXP. 9/9/10 Have the cashier scan this barcode to redeem coupon.
To redeem the coupon, the user just This to information presents this screen the cashier is use who scans the barcode whichwith of any thestanpersonali dard scanning device.
appeal to the consume
AT&T 3G
Technology / Coupons
4:54 PM
AT&At3RD
4:54 PM
My Coupons
Coke Energy QR
Select a coupon to redeem Have your cashier scan it at the register
iPhone App / My Coke Message
Free Coke Energy!
10% Off Tickets
Sweepstakes
Free Designer Bottles
iTunes Downloads Scan Code
My Coupons
AT&T 3G
4:54 PM
AT&T 3G
My Coke Message
ke Energy QR / My Coupons
4:54 PM
My Coke Message From the Main Menu users can choose to scan a new code or view and redeem their collected coupons.
The My Coupons screen shows a list of all active collected coupons.
Who are you? Age: Name:
First
Gender:
AT&T 3G
4:54 PM
Coke Energy QR My Message
AT&At3RD
4:54 PM
AT&At 3G
My Coupons
4:54 PM
Address:
You won!
Select a coupon to redeem Have your cashier scan it at the register
Free Coca-Cola Energy!
Street Apt. #
City:
Phone:
Create a personalised message to appear on posters, and vending machines. Your 15 minutes start now!
xxx-xxx-xxxx
Email: Mobile:
10% Off Tickets
AT&At 3G
4:54 PM
Congratulations! State:to redeem Scan Sweepstakes
Country:
Free Coke Energy! billboards,
Male Female
Last
You’ve Zip: won a free Coca-Cola Energy. Keep trying for your chance to win tickets for you and your friends to the 2010 FIFA World Cup in South Africa.
AT&T
Create New Message
Sweepstakes
Free Designer Bottles
iTunes Downloads
My Messages
Next >
Scan Code
My Coupons
From the Main Menu users can choose to scan a new code or view and redeem their collected coupons.
Redeem Coupon
The My From Coupons screen the shows Maina listMenu of all active collected coupons.
9384620039584932727890 Participating locations only. EXP. 9/9/10 Have the cashier scan this barcode to redeem coupon.
Whencan the coupon button is pressed, users This basic information can helpthedicate To redeem the coupon, user just the coupon is saved to the users “My presents this screen to the cashier choose to create a new message or what type of message to use, i.e. hip Coupon” menu and is displayed on who scans the barcode with any stanscreen. reactivate old ones. and edgy, or conservative. dard scanning device.
Technology / Microsite Homepage
Home
FIFA
Sandlot
Foosball
Sweepstakes
CONGRATULATIONS! You are the Grand Prize winner of the 2010 Coca-Cola QR Code Sweepstakes! Call your friends and pack your bags, you are on your way to South Africa for the 2010 FIFA World Cup. You will travel in style, with a private jet and first clas accomadations for you and 5 of your closest friends or family. Everyone in your group will have sideline passes for the biggest soccer match in the world, and you will even get to meet the players and be honored on the field during the intermission! Please click this link to confirm your identity and redeem your prize. (Link)
AT&T 3G
Technology / My Coke
4:54 PM
AT&T 3G
My Coke Message
4:54 PM
My Coke Message Who are you? Age: Name:
iPhone App / My Coke Message
Gender:
First
Address:
Male Female
Last Street Apt. #
City:
My Message
State:
Country: Phone:
Create a personalised message to appear on billboards, posters, and vending machines. Your 15 minutes start now!
Zip:
Sweepstakes
xxx-xxx-xxxx
Email: Mobile:
AT&T
Create New Message My Messages
AT&T 3G
4:54 PM
AT&T 3G
My Coke Message
ke Message
Next >
From the Main Menu users can choose to create a new message or reactivate old ones.
4:54 PM
My Coke Message
This basic information can help dicate what type of message to use, i.e. hip and edgy, conservative. Who areoryou?
Age: Name:
First
Gender:
4:54 PM
Coke Message
AT&T 3G
4:54 PM
AT&T 3G
My Coke Message Message Who areMy you?
4:54 PM
AT&T 3G
4:54 PM
My Coke Message
My Coke Message
What are your interests?
Add your message!
(Check all that apply)
Maximum 30 charecters
Age: Name:
First
Gender:
Last
Address:
Male
Futbol
Female
Culture Art
Street Apt. #
onalised message to appear on posters, and vending machines. r 15 minutes start now!
City:
State:
Country:
Zip:
Phone:
Sweepstakes
xxx-xxx-xxxx
Email: Mobile:
AT&T
Friends
Design
Education
Wine
Cars
Sports
Sprits
Home
Music
Fanfare
Family
Movies
Happiness
City:
AT&T 3G
4:54 PM
My Coke Message State:
Where can I Sweepstakes see it?
Country:
Zip:
xxx-xxx-xxxx
Email: Mobile:
Food
Technology
Fun
Street Apt. #
Phone:
Politics Soccera personalised Create message to appear on billboards, posters, Business and vending machines. Travel Your Philospohy 15 minutes start now! Parties
Psychology
Address:
Male Female
Last
AT&T
Create New Message Shopping My Messages
Next >
Create New Message My Messages
Main Menu users can eate a new message or d ones.
Next >
This basic information can help dicate what type of message to use, i.e. hip and edgy, or conservative.
Next >
From isthe Menu This information used Main to determine which choose of the personalised visualsawillnew to create appeal to the consumer. reactivate old ones.
Create Message
Get Directions
usersThecan can help dicate user can add a message ofThis their basic information A map of the locations that will bisplay own that prior type of message the message isto provided the user. message or is, of course, screenedwhat use,toi.e. hip to being broadcast. and edgy, or conservative.
Vending / Interactive
Conclusion THANK YOU
Again, it has been a pleasure working on this Coca-Cola project. We are especially grateful to Todd Brooks for his professional insight and expertise. We appreciate your time and attention. As a class, we have learned a great deal from this experience.