Business Challenge:

My task involves reviving the failed healthier alternative to Coca Cola, Coca Cola Life, which faced challenges and was discontinued on April 5th, 2017. Despite its objectively healthier ingredients, consumers perceived it as just a marketing gimmick, resulting in its failure. The challenge now is to rebrand and convince Coca Cola's customers that they can indeed enjoy a healthy Coca Cola drink while retaining the same ingredients as Coca Cola Life.

Creative Challenge:

The creative challenge lies in effectively rebranding the product as "Coca Cola Digest" and communicating its key message: aiding food digestion while offering a refreshing beverage option. The target audience is older individuals with digestive issues who have limited, unappetizing beverage choices, causing frustration. The aim is to provide a flavorful solution that addresses this pain point.

Key Message/Offer:

Coca Cola Digest aids food digestion and offers a refreshing beverage option for digestive health.

Existing Audience Pain Point:

Older individuals with digestive issues face limited, unappealing beverage options, leading to frustration and a lack of suitable solutions. Coca Cola Digest addresses this pain point by providing a refreshing and flavorful option that aids with digestion.

Campaign Goal:

Our goal is to drive awareness and build a strong base of loyal customers and advocates for Coca Cola Digest.

Creative Strategy:

The creative strategy involves utilizing 1950s-style doctor print ads and in-store promotional cutouts to showcase the benefits of Coca Cola Digest. The campaign will include an educational website for consumers and in-store opportunities for learning. The choice of the 1950s style is rooted in the American Golden Era—a time of happiness, optimism, and economic prosperity. By leveraging the cultural understanding of this period, the campaign can be initially scaled out in "boomer states" before expanding further. The strategy also celebrates Coca Cola's iconic history and its relevance in mainstream culture as an integral part of consumers' everyday lives.

Measurement:

The success of the campaign will be measured through various metrics, including website traffic, sales during and after the campaign, and consumer surveys to gauge its effectiveness. The ultimate success will be determined by an increase in sales and positive feedback from consumers.