By Cece Bell, Sarah Austin, Midori Fujimoto, Tanner

Browning, and Spencer Bell

Target Audience

Suggested:

Women

Graduated High school/ attended college

18-39

Other employed/ science fields

$40,000-$60,000

African American/ White

Satellite/ Cable users

Current:

Men

Graduated college

25-54 yrs. old

Professional, Business

Management

$60,000+

Hispanic/ Asian

Cable users

Strategy

● Advertising will convince soda drinkers that not only is zero not a bad thing, it

is actually desirable.

● Big Idea

○ ”Finally a zero we want”

● Slogan

○ ”If only it were Zero”

Public Relations

● Zero Waste

○ Recyclable cans

Sales Promotion

● Zero Chance of Losing

○ Restructure Coke Rewards System

Event Marketing

● Zero Weight Gain

○ Community Run

New Media

● Zero Boredom

○ QR codes hidden in major cities

Direct Mail

● Zero at Your Door

○ A receipt of expensive life items all totalling zero

Advertising

● Total of Zero

○ Depicts life events equaling zero/the reward for a hard day’s work is zero.

Print

RadioRadio Ad:

Coca-Cola Zero Sugar

“If only it were Zero”

30 seconds

April 2018

SFX: SOUND OF PAPERS HITTING A DESK

BOSS: (DEEP MANLY VOICE) John, I need all 300 of these papers done today.

SFX: DING OF CASH REGISTER

CASHIER: (WOMAN’S VOICE) Your total is $298

SFX: SOLDIERS MARCHING

LIEUTENANT: Drop down and give me 50!

NARRATOR: If only it were 0. Coke Zero sugar. Zero sugar, zero calories.

Video

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Sources

Cocacola.com

Amazon.com

Freestockphotos.biz

Readersdigest.com

Pintrest.com

All images used under fair use