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Project Showcase May 2010

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Project Showcase

May 2010

THE “5”’s

Objectives Strategy

Target

Creative Showcase

Where will you

see it?

Insight

OBJECTIVES

Connect with Asian-American moms through cultural

traditions

Reignite Coca-Cola’s cultural relevance with Asian-

Americans to build brand love

Drive market share and shopping frequency among Asian

segments

Provide learning lab for both partners to test

hypothesis and validate strategies/tactics that appeal

to the Asian consumer segment

Page 4: Project Showcase - ANA Educational Foundation · Objectives Strategy Target Creative Showcase Where will you see it? Insight . ... Coke Zero, Sprite) Geographic market test Value

WE’RE TALKING TO…

Chinese moms (bilingual,

25-49) with kids under 18

All Chinese shoppers, plus

moms from neighboring

Asian countries, and non-

Chinese shoppers

INSIGHT

Asian-American moms are

immersed in American

culture but still strongly

identify with their deeply-

rooted Asian culture

Savvy, health-conscious

and price-conscious

shoppers

Enjoy entertaining their

family and friends during

holiday season

STRATEGY

Lead brand/pack (Coke 8-pack, Diet Coke, Coke Zero, Sprite)

Geographic market test

Value message/Promotion (value pack + calendar)

In-store messaging

Media coverage, community-PR buzz

Leverage strong emotional connection of holiday celebration,

family togetherness and Coca-Cola

Be culturally relevant in a way that allows

mom to tie in her Asian traditions

and modern everyday life

Page 6: Project Showcase - ANA Educational Foundation · Objectives Strategy Target Creative Showcase Where will you see it? Insight . ... Coke Zero, Sprite) Geographic market test Value

Call for Asian Art

Joint Public

Relations

COUCH TO SHELF: PROGRAM ELEMENTS

Frequency

Coupons

In-Store

Messaging

Exclusive

Asian Artist

Calendar

7 6

2 3 1

Community

Reception Event

Calendar Launch

Social Media

Calendar

CREATIVE

CREATIVE In-Store Merchandising

Page 9: Project Showcase - ANA Educational Foundation · Objectives Strategy Target Creative Showcase Where will you see it? Insight . ... Coke Zero, Sprite) Geographic market test Value

Community Reception

Hosted at Asian-American owned art gallery in SF

200+ guests including press and community leaders

Corporate representatives from Coca-Cola and Target present

Artists present

COMMUNITY RELATIONS

Page 10: Project Showcase - ANA Educational Foundation · Objectives Strategy Target Creative Showcase Where will you see it? Insight . ... Coke Zero, Sprite) Geographic market test Value

Media Coverage

16 media hits

201,046,683 gross impressions

PUBLIC RELATIONS Online

Broadcast Newspaper

Page 11: Project Showcase - ANA Educational Foundation · Objectives Strategy Target Creative Showcase Where will you see it? Insight . ... Coke Zero, Sprite) Geographic market test Value

214 fans

22 comments and user interactions

640 unique page views

LNY Calendar

SOCIAL MEDIA

@lnyartwork

1,426 combined followers

Listed 37 times

Page 12: Project Showcase - ANA Educational Foundation · Objectives Strategy Target Creative Showcase Where will you see it? Insight . ... Coke Zero, Sprite) Geographic market test Value

RESULTS

180% volume increase

27% swing in competitor

Page 13: Project Showcase - ANA Educational Foundation · Objectives Strategy Target Creative Showcase Where will you see it? Insight . ... Coke Zero, Sprite) Geographic market test Value

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