The Open Happiness Campaign for Coca-Cola Created by C&R Advertising Agency

Ryan Cinney and Chase Wilson 2013 All Contributors

Ryan Cinney and Chase Wilson 2013 All Contributors

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Table of Contents

Creative Brief ......................................................................................................................... 4 Creative Theme ...................................................................................................................... 9 Print Ads ................................................................................................................................. 10 Radio Ads ............................................................................................................................... 12 Television Commercial ......................................................................................................... 17 Press Release ........................................................................................................................ 20 Social Media Schedule .......................................................................................................... 22 References ............................................................................................................................. 24

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Creative Brief- Coca~ Cola

Project/Client What is Happiness?- Open Happiness for Coca-Cola Prepared by: Ryan Cinney (518)-322-1959 rcinney242@flagler.edu Chase Wilson (404)-372-8857 cwilson682@flagler.edu

visit. Coca-Cola is making people aware of a feeling that is associated with their brand. They are in essence bringing people together and making them happy. Through this positive and humanistic based campaign, Coca-Cola is promoting their product and image at the same time. The campaign is rooted around a gesture of kindness to someone you dont know. Objective:

Overview: This is a test campaign for CocaCola. It is direct marketing campaign that focuses unifying the brands publics by emphasizing Coca-Colas timeless feel. The campaign also features components of traditional marketing such as print advertisements in magazines and broadcast in the form of television and radio avenues. In this campaign, Coca-Cola brings Coke machines and trucks that deliver happiness to the school or city they

The objective of this campaign is to increase Coca Colas brand awareness through the promotion of Cokes timeless, classic appeal. Through this campaign we intend to produce measurable and quantifiable data that shows a substantial increase in both sales and online viewership. Through a thorough examination of the data, we will be able to effectively gage an increase in brand loyalty. This ultimately will take effect by the end of 2014.

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Creative Brief- Coca~ Cola

Primary Audiences: Coca-Colas primary target market is multicultural youth ages 13-24 and their secondary is being 40+. The target market for this campaign will consist of both genders, with an emphasis on women, and will incorporate all income levels. The campaign will specifically devote attention towards our multicultural targets by identifying commonalities in their lifestyle, struggles and ambitions. Through this campaign Coca-Cola will be positioned as a unifying element amongst these various targets, ultimately creating one unified public. Coca-Colas target audience is comfortable with music and social networking. They are consistently in agreement that advertising is the most effective way to become aware of new products. The target market is always involved with text messaging and mainstreaming their media on smartphones. Lastly, the market asks opinions from a nearby friend before making any final purchases and expects something in return from the brand.

Positioning: Cokes closest competitors include other soft drink manufacturers such as the Dr. Pepper Snapple Group and Pepsi Co within the United States. When looking internationally, Coca-Colas primary competitors include the following: Kola Real in South and Central America, Inca Cola in Peru and Klasico Cola made by the Tiko Group in Madagascar. One of the driving factors that has differentiated Coca-Cola from its competitors is the brands innate ability to perceive changes in consumer tastes. From this point, Coca-Cola has been able to tailor their products to suit consumer needs. Furthering this point, Coke continuously develops new products and re-invents old ones. Coca-Cola currently offers over 400 brands in 200 markets worldwide. In an age where organic foods are lining the shelves at local grocery stores and healthy foods are being promoted, the soft drink industry may be particularly frowned upon. It is no secret that beverages like Coca-Cola Classic are high in sugar content and are not particularly healthy per se.

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Creative Brief- Coca~ Cola

However, this is where Coca-Cola once again pushed to the forefront of its industry by providing consumers with more health conscious, low calorie options. Coca-Cola delivers a timeless, classic product. The brand in and of itself is the definition of a household name, and it has been for almost 120 years now. It easily remains one of the most sought-after stocks on the New York Stock Exchange, which goes to show the overall confidence and trust consumers place in Coca-Cola. Messages: Regardless of the circumstance, where you come from or what you do, anyone can pause for a moment and enjoy one of lifes timeless, simple pleasures. So, open happiness, and share a Coca Cola with someone. This is effectively the overall message, the point that must be communicated through this campaign. Other than this key message, we want to encourage all of Coca-Colas publics to live well, with open and optimistic minds. In other words, live life outside of the spectrum and live in full color.

Tone: Optimistic! This campaign is positively positive. While the tone may be somewhat casual and playful, Coca-Cola has serious intentions to promote the notion of happiness to the various existing communities both domestic and foreign. The overall feel of this campaign must be created with the purpose of bridging separate, cultural identities together. Through this, we will have differing communities collide (in a good way). 1.) Pause for a moment and share your world. 2.) Give a little to the lighter side of life. 3.) Pop a top, share til the last drop. 4.) Open happiness. Share your piece with others. 5.) The Open Happiness campaign allows you to stop, and share your world.

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Creative Brief- Coca~ Cola

Other Considerations: After viewing The Marketing and Strategy Insights of Coca Colas Happiness Barometer 2010, we found, these consumer insights and graphic data will be crucial in our implementation of this campaign. As we develop creatives to further our campaigns overall goals we will keep statistical like this in mind. This information will serve as a guiding precedent in the majority of our work.

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Creative Brief- Coca~ Cola

Imagery: Throughout this campaign, we foresee using imagery that is easily identifiable by all of our target audiences. We need to develop deliverables such as graphics and slogans that will translate well with different ethnic groups. This will be effective in reaching our goal of being applicable to all audiences, and will ensure that we are forthcoming with our intentions in this campaign. There are two specific imagery ideas that we have formulated for this campaign using preliminary research : 1.) The primary image or visual component to the campaign will be of two different individuals extending their Coca-Cola bottles towards each other as they cheers. They will be strategically positioned on top of a globe that highlights each separate individuals country of origin. The background will include the Coca-Cola logo and will be centered between the two individuals who are making the cheers. 2.) The primary image or visual component to the campaign will be an outline of the classic, glass Coke bottle by way of using the following words; Open happiness, and positive reinforcement words that allude to happiness. It is these very words that would create the structural shape of the Coca-Cola bottle. !

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Creative Theme- Coca~Cola

Creative Theme: The creative theme of this campaign is centered around Coca-Colas timeless feel. A tradition of classic and cool that is backed by 120 years of consumer loyalty. In congruence with the open Happiness campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Colas timeless touch.

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Print Ads- Coca~Cola

Project/Client: - Open Happiness Campaign, Coca-Cola Copywriters: - Chase Wilson & Ryan Cinney Size and Placement of the Ad: - The ad will be a two-page magazine spread Creative Theme: -The creative theme of this campaign is centered around Coca-Colas timeless feel. A tradition of classic and cool that is backed by 120 years of consumer loyalty. In congruence with the open Happiness campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Colas timeless touch. Headline: Headline: - Share a Coke with someone today, it may just make their tomorrow. Body Copy: - The smallest things can brighten up someones day. So open a Coke with a friend and share one of lifes simplest pleasures. Logo: - The Coca-Cola logo that implements the traditional Coca-Cola Company color scheme. Tagline: - Open Happiness and cheers to the brighter side of life Mandatories: - The only mandatories included in the ad will be social media handles such as the CocaColas Open Happiness campaigns Twitter, Facebook, and official Instagram. Imagery: - The primary image or visual component to the ad will be two different individuals extending their Coca-Cola bottles towards each other as they cheers. They will be strategically positioned on top of a globe that highlights each separate individuals country of origin. The backgrounds will include the Coca-Cola logo and will be centered between the two individuals who are making the cheers.

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Print Ads- Coca~Cola

Project/Client: - Open Happiness Campaign, Coca-Cola Copywriters: - Chase Wilson & Ryan Cinney Size and Placement of the Ad: - The dimensions of the ad will be 7x 10. The placement of the ad will be a one-page magazine spread. Creative Theme: - The creative theme of this campaign is centered around Coca-Colas timeless feel. A tradition of classic and cool that is backed by 120 years of consumer loyalty. In congruence with the open Happiness campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Colas timeless touch. Headline: - Everyone could use a little happy in their life. Let Coca-Cola get you there. Body Copy: - Studies show that 40% of your happiness can be attributed directly to your outlook on dayto-day life situations. So open a Coke, and let the happy inside your life. - Also included in the copy will be words that create the shape of our primary image. The words we will use are the following: Open Happiness and positive reinforcement words that allude to happiness. Logo: - The Open Happiness logo from the ongoing campaign that implements the traditional Coca-Cola company color scheme. Tagline: - Open Happiness and cheers to the brighter side of life Mandatories: - The only mandatories included in this ad will be social media handles such as the CocaColas Open Happiness campaigns Twitter, Facebook and official Instagram. Imagery: - The primary image or visual component to the ad will be an outline of the classic, glass Coke bottle. The image will include words that fill and create the structural shape of the Coca-Cola bottle.

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Radio Spots- Coca~Cola

Project/Client Coca-Cola for the Open Happiness campaign Copywriters Ryan Cinney and Chase Wilson Length of Spot/Title Radio: 60 / Boy Talk Creative Theme The creative theme of this campaign is centered around Coca-Colas timeless feel. A tradition of classic and cool that is backed by 120 years of consumer loyalty. In congruence with the open Happiness campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Colas timeless touch.

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Radio Spots- Coca~Cola

Copy/Format C & W Ad Co. Writer: Ryan Cinney and Chase Wilson Radio: 60 Fountain Talk This spot takes place in between classes in a courtyard directly off campus. Fountain Talk This spot takes place in between classes in a courtyard directly off campus. SFX: DENNIS: RANDY: DENNIS: RANDY: DENNIS: RANDY: DENNIS: Sound of water spouting from fountain in courtyard. Hey, man. I thought I was the only one who came to this spot. Funny to see you here! (shakes hand with Dennis) I know its sensitive, but this is where I come to think between classes. I hear that, bro. This semester is really bogging me down. Not to mention, did you hear about the government shutting down?!?! (excitedly) And whats up with that?!?! I was trying to take my girlfriend to the state park. (empathetically) What a bummer! Oh, and get this, these two girls in my poli-sci class were talking about their matching scrunches while our teacher was discussing affairs between U.S. and Syria. (Hahahaha) What a joke, thats so 1993!!! The clamor of traffic and frustrated motorists. So do you have a busy week ahead of you? (dramatically) If by busy you mean three midterms and two papers due, then yeah, Im pretty busy. | Coca-Cola Open Happiness Campaign

RANDY: SFX: DENNIS: RANDY: 13

Radio Spots- Coca~Cola

DENNIS: RANDY: DENNIS: RANDY: SFX: ANNCR:

Im right there with you. Man, lets drop all this negative talk; Im about to cry. (laughs) Hey, Im thirsty. Wanna grab a coke before class? You know I do! The two boys slap hands. When the world gets you down, grab a Coke and cheers to the brighter side of life.

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Radio Spots- Coca~Cola

Project/Client Coca-Cola for the Open Happiness campaign Copywriters Ryan Cinney and Chase Wilson Length of Spot/Title Radio: 30 / Brother Talk Creative Theme The creative theme of this campaign is centered around Coca-Colas timeless feel. A tradition of classic and cool that is backed by 120 years of consumer loyalty. In congruence with the open Happiness campaign, this creative theme will emphasize the positivity and happiness that surrounds Coca-Colas timeless touch.

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Radio Spots- Coca~Cola

Copy/Format C & W Ad Co. Writer: Ryan Cinney and Chase Wilson Radio: 30 Island Talk This spot takes place on a private resort beach. SFX: RICH: RASTA: RICH: SFX: RASTA: Sound of waves crashing on shore and seagulls squawking. (excitedly) Whats shakin bro? Nothings shakin and Im not your brother. (disappointed) Oh, sorry man. CG slaps Rich on the back. (animatedly) Haha, Im just playing with you man, were all brothers here. What can I do for you? Whew, you had me there for a second; well me and the missus were looking to go snorkeling. Ahh, I know just the place. Its half a mile down the beach. Look for the big anchor. Fantastic, many thanks! Wait up; this will make that walk a little easier. CG pops a top to a coke. Wow, thanks brother. Do yourself a favor and let your brother in on one of lifes simple pleasures. Open a coke and enjoy happiness.

RICH: RASTA: RICH: RASTA: SFX: RICH: ANNCR:

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Television Commerical- Coca~Cola

Client: Coca-Cola/ Open Happiness Creative Theme: The creative theme of this campaign is centered around Coca-Colas timeless feel. A tradition of classic and cool that is backed by 120 years of consumer loyalty. In congruence with the Open Happiness campaign this creative theme, will emphasize the positivity and happiness that the simple pleasures bring of enjoy a bottle of Coke. Product: Coke Title: Beach Traditions Length: 30 sec. Writer(s): Chase Wilson and Ryan Cinney

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Television Commerical- Coca~Cola

VIDEO 1. BLACK SCREEN FADES INTO (LS) OF A HOT SUMMER BEACH DAY IN THE 70

AUDIO MUSIC: ROD STEWART SONG MAGGIE MAY PLAYS FOR 3 SECONDS, THEN FADES TO BACKGROUND ANNCR: (VO) Did you ever wonder what your parents did for fun in the summertime?

2. (MS) PARENTS SPLASHING AROUND THE SHORELINE OF THE BEACH

SFX: WATER SPLASHING AND PARENTS LAUGHING

3. (MCU) FATHER FALLS DOWN IN SAND (EXHAUSTEDLY) GRABS A COKE AND TEASES MOTHER 4. (MCU) MOTHER ACCIDENTALLY KNOCKS COKE OUT OF FATHERS HAND ONTO GROUND 5. (CU) OF COKE BOTTLE AND MODERN DAY GIRL GRABBING THE COKE 6. (MS) MODERN DAY GIRL

SFX: COCA-COLA BOTTLE TOP POPS OFF

SFX: ROD STEWART RECORD SCRATCHES

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7. PULLING COKE OUT OF SAND AND TAKING A SIP 8. (WS) KIDS PARTYING ON THE BEACH WITH COKE IN THEIR HANDS 9. MODERN KIDS RUN INTO PARENTS ON BEACH CHEERS THEIR COKES AND DIVE IN THE WATER

MUSIC: CUE IN FIRST LINE OF ICONA POP I LOVE IT, THEN FADES TO BACKGROUND

ANNCR: Some traditions are meant to be kept for a lifetime. Open happiness and cheers to the brighter side of life. MUSIC: I LOVE IT FADES OUT QUIETLY.

Coca-Cola Cause Special Event Press Release

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PRESS RELEASE The Coca-Cola Company P.O. Box 1734 Atlanta, GA 30301

1-404-676-2683
www.coca-colacompany.com

For Immediate Release December 5, 2014 Contact: Steve Cahillane scahillane@gmail.com Coca-Cola Presents: First Annual Winter Wonderland Bash Atlanta, Ga. Coca-Cola formally invites all individuals within the metro Atlanta area to take part in helping childrens Christmas wishes come true. This winter season Coca-Cola is partnering with the Make A Wish Foundation to spread yuletide cheer to the less fortunate. The entry fee is $10 and tickets will be made available at the entrance of the park. When: December 24, 2014 at 6 p.m. 11 p.m. Where: Centennial Park Address: 265 Park Ave W Northwest, Atlanta, GA 30313 Why: To aide the less fortunate families of children with terminal illnesses injunction with the Make A Wish Foundation. An ice rink will be open to all participants of this event. Also, a silent auction will be held raffling off Christmas gift baskets filled with classic Coca-Cola memorabilia. Help spread joy to the little ones this season.

100% of all proceeds go to the Make A Wish Foundation, specifically to those families in need. Get a raffle ticket and the winner receives an assortment of | Coca-Cola Open Happiness Campaign 20

antique Coca-Cola products. All participants will receive a Coca-Cola swag at the entrance.

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.cocacolablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-colacompany.

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Coca-Cola Cause Social Media Plan

The Coca-Cola Open Happiness 2014-2015: Social Media Plan Posting Strategy Schedule: (Facebook & Twitter) Monday: Implement viral videos (twice a month) Tuesday: Correspond with different markets Wednesday: Maintain engagement with publics Thursday: Timeless Thursdays old vintage photos of Coca-Cola Friday: Factual Fridays interesting Coca-Cola facts Saturday/Sunday: Continued engagement with outlets/ Track consumer interests Goals: A 3% increase from consumer followers on all social media platforms A 5% increase in online consumer conversation An exponential increase in garnering new demographic engagement Tactics: Consistently monitor all social outlets Track consumer conversations Communicate and respond to perspective publics with quick and efficient responses. Target all demographics, including marginalized groups

Evaluation: Weekly evaluations that include progress reports Frequent updates on progress of social media reach to respective publics Monthly reports that include breakdowns from Quantcast.com, Socialmention.com, Alexa.com, Google Analytics, and Tweetreach.com Quarterly reports that detail line-by-line progress

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Posting Schedule: 2013-2014 Social Network Best Days Facebook Wednesday Monday Friday Twitter Monday Thursday Social Network Facebook Twitter Worst Days Monday Friday Saturday and Sunday Monday Thursday Friday Saturday and Sunday

Best Times 3 p.m. 11a.m. - 4 p.m. 9 a.m. 3 p.m. Worst Times After 8 p.m. & before 8 a.m. All Weekend After 8 p.m. After 3 p.m. All Weekend

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References

Works Cited: Coca-Cola: Ch. 8 - Segmenting and Targeting Markets. (n.d.). Coca-Cola: Ch. 8 Segmenting and Targeting Markets. Retrieved December 5, 2013, from http://elbazcoca-cola.blogspot.com/2011/11/ch-8-segmenting-and-targeting-markets.html Marketing & Strategy Insights. (n.d.). Coca-Cola 2010 Happiness Barometer. Retrieved October 15, 2013, from http://speciali.espresso.repubblica.it/pdf/CocaCola_2010_Happiness_Barometer%2 0.pdf Social Media Table sourced from MediaBistro.com

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