100, 125, 130 - anniversary university · 2019. 12. 15. · coca-cola 100th anniversary planning...

Coca-Cola 100th Anniversary

Planning Insights

Ted RyanFormer, Dir. Heritage Management

Lead for 100th Anniversary

©Anniversary University 2019

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Presented by:

100, 125, 130Three Anniversaries with three different strategies and audiences

• Who is the target?

• This is the single most important question you will face

• The adjacent chart gives one approach

• All of the activities had to be grounded on our overall business objectives as the message house shows

Coca-Cola 125 Anniversary Wordmark Design Standardsv1.0

Confid

e

nt ial | ©2 010 The Coca-Cola Company. All Rights Reserved.

THE CONTOUR

CENTENNIALwriting the legacy that honors the work of those before us

Liquid & Linked Brief

Draft Version 100.0

Celebrating contour

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GROWING CONTOUR EXPERIENCES THROUGH OCCASIONS, LED BY On The Go

ACCESSIBLE

CONTOUR

PREMIUM

CONTOUR

All

ma

rke

ts

Se

lect

ma

rke

ts CELEBRATING CONTOUR IMC

SOCIAL LEGACY

• “Imitation may be the sincerest form

of flattery, but it is undoubtedly the

costliest form of business competition.”

• The Cola Call, 1985

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THE LANDSCAPE IN 1915

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<insert images of commoditized bottles>

• “A Coke is a Coke and no amount of

money can get you a better Coke than

the one the bum on the corner is

drinking.

• All the Cokes are the same and all the

cokes are good. Liz Taylor knows it, the

President knows it, the bum knows it,

and you know it.”

• Andy Warhol

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THROUGH SEMINAL BRAND COMMUNICATION…

VIDEO 1 – FINAL EDIT 10_06_14

KISS THE PAST HELLO

100 DESIGNERS GLOBALLY

2. VIS / OOH

16

22

Brand PR

Global Launch:

26TH FEB

—Coca-Cola Art Bottle Exhibit

—Attended by key stakeholders, influencers and media

—Global hospitality program for Media

—Sustain coverage and conversations throughout the year

—Ambassador program as an employee incentive program

4. PR / LICENSING

26

Brand PR

Global Launch:

26TH FEB

—Coca-Cola Art Bottle Exhibit

—Attended by key stakeholders, influencers and media

—Global hospitality program for Media

—Sustain coverage and conversations throughout the year

—Ambassador program as an employee incentive program

4. PR / LICENSING

26

- Coca-Cola Bottle 100: Coverage ReportPage 34

THE COCA-COLA BOTTLE ART TOUR: INSPIRING POP CULTURE FOR 100 YEARS

Tier 2 PR Toolkit

OBJECTIVES

27

1. Generate positive, branded media coverage that inspires conversation and builds brand-love for Coca-Cola

2. Honor and celebrate the legacy of the Coca-Cola contour bottle and it’s role in popular culture., leveraging the news hook of the centennial anniversary

STRATEGY

Markets should create a PR activation plan that includes a tiered PR approach with three (3) stages of media outreach:

1. Pre-launch outreach2. Outreach during the exhibition3. Post-exhibition outreach

FOR INTERNAL USE ONLY

28FOR INTERNAL USE ONLY

TOUR A: TOUR ROUTE

Colombia (Medellin)

Brazil (TBD)

Mexico (Mexico City)

Mexico (Monterrey)

U.S. (Los Angeles)

U.S. (Miami, NYC, or Chicago; TBD)

Argentina (TBD)

Dominican Republic (Santo Domingo)

April 24th- May 7th

May 29th- June 12th

July 2nd- July 11th

July 14th- July 23rd

August 10th- August 23rd

August 27th- September 11th

October 19th- November 1st

November 23rd- December 6th

29FOR INTERNAL USE ONLY

TOUR B: TOUR ROUTE

South Africa (Cape Town)

South Africa (Johannesburg)

Italy (Milan)

Japan (Tokyo)

China (Shanghai)

Philippines (Manila)

Thailand (Bangkok)

Australia (Sydney)

Israel (TBC)

February 23rd- March 3rd

March 7th- 15th

May 4th- 23rd

July 20th- August 2nd

August 31st- September 13th

September 28th- October 11th

October 26th- November 8th

November 23rd- December 6th

XXX - XXX (TBC, between Italy & Japan)

30

A journeywoman in the art world, Kate Brinkworth’s work has been shown in dedicated exhibitions at galleries across

New York, London, Paris, Stockholm, California and more. Her art has been featured at multiple auctions at Christie’s,

Phillips de Pury, and Southeby’s.

As an artist, Kate is fascinated by imagery that conveys a strong narrative. Her early work in film and photography

transformed into a passion for turning light into paint. She uses intense saturation levels and photorealism to give her

pieces a voice.

FOR INTERNAL USE ONLY

KATE BRINKWORTH: TOUR A

VIDEO 2 – COCA-COLA 100 LAUNCH WEB VIDEO V2

- Coca-Cola Bottle 100: Coverage Report

- Coca-Cola Bottle 100: Coverage ReportPage 9

VIDEO 3 – COCA-COLA 130TH SIZZLE 5_17_2016_EDIT_2

THANK YOU!

For Assistance with Planning Your Milestone

Anniversary,

Please Contact, lisa@anniversary-university.com

©Anniversary University 2019

All Rights Reserved