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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


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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

7ERE'OING#RAZY


Outdoor / Vuvuzelas


IMC Flow Chart

Technology / Mobile IMC Microsite

Sandlot Tournament

Foosball Tournament

Communities

Xbox

Web Web

On site

Blotcode Sweepstakes

Mobile

Print

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

Google

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.


Coca Cola Energy