A comprehensive new strategy for appealing to millennials, as requested by the Diet Coke brand team in Atlanta, GA.

2. 3. Executive Summary 5.Th
9.Company History 11.Product E
17. Current Consumer 21.Consu
27.Focus Groups & Interviews
Communication 41.Brand Essen
Creative Direction 51. Concept 5
Executions 79. Media Evaluation

3. he Team 7.Situation Analysis
Evaluation 15. Competitive Analysis
umer Trends 23.Primary Research
35.SWOT 37.Marketing &
nce 45.Consumer Profiles 47.
53.Touchpoint Map 59.Creative
n 89. Future Recommendations

4. INTRODUCTION

6. EXECUTIVE SUMMARY
A global powerhouse brand, Diet Coke has
ruled the diet beverage category since nearly
its very inception in the early 1980s. Its brand
equity stems in part from its parent company’s
vast portfolio of established soft drink brands,
but also due to its crisp, distinctively refreshing
taste.
The brand has developed a highly loyal
following over the past three decades, with the
majority of its current sales stemming from the
35-54 year old female demographic. However,
despite their long-standing relationship and
even advocacy surrounding the brand, this
target’s consumption has declined over recent
years, often due to increasing health concerns.
Enter millennials, a new
generation of potential Diet Coke
drinkers, with incredible buying
power and equally demanding
lifestyles.
The brand has set its sights on demonstrating its
relevance and gaining favor among this diverse
yet ‘collective’ group of consumers.
By their very nature, millennials are adventure
seekers. Collectors of experiences. Challengers
of convention. They’re always on the go, ever
striving toward their self-defined versions of
‘success’ and happiness—whether it be roaming
the country in a tiny house, delving into their
local communities, starting a niche business or
working their way across Europe.

7. 4
As a result, this generation is in constant
need of fuel: physical, emotional, intellectual.
Millennials’ seek validation, inspiration and
encouragement at every turn. Herein lies
the ‘fit’. Diet Coke has the chance to endear
itself to this audience, to position itself as the
perfect complement to their aspiring lifestyles.
Powering them through their journey.
The year-long MePower campaign stems
from this point of empowerment, delivering
not only the core message, but also a set
of ‘useful’ yet entertaining and culturally
relevant tools. Millennial influencer and
organizer Erin Condren will serve as a brand
ambassador, bringing her modern ‘How to
Adult’ resources to the table. The campaign
itself will challenge the generation to
#startsomething, #trysomething,
and #changesomething, across a
robust collection of social media and digital
platforms. And a strategic blend of brand
experiences and promotional calls-to-action
will drive engagement with these channels,
capitalizing on and further driving “millennial
momentum”.

8. With over 5 years experience
in the food & beverage
industry, two years in
advertising working with
The Sign Brothers and Young
Electric, and a comprehensive
internship with a San Diego
design agency, Kyle was ready
to taste the challenge of Diet
Coke. His relentless attitude
and passion for translating
client desires managed to fuel
a brilliant and diverse team.
Account Manager
KYLE LADRECH
Although Emily follows
a concerning number of
celebrities on Instagram
and Snapchat, she claims
it necessary. And as an
indispensable factor behind
our campaign’s pivotal target
market, the team needed
her happy so we just let her
do her thing. Her eclectic
trend knowledge was further
utilized in comprising the
comprehensive research plan
that inspired the campaign.
Avid E News watcher.
Self-proclaimed Guitar
Hero. Diehard chocoholic.
Religious pinterest-er. Brand
Planner. After all those
incredible things melted
into one person, Haley
applied her unique skill set
to understanding consumer
trends, reaching the right
audience for our campaign,
and redefining a brand’s
already impressive strategies.
Brand Planner
Brand Planner
EMILY BREISCH
HALEY STAUFFER
IMC Planner
CHRISTEN BASKERVILLE
When she’s not busy stuffing
her face at The Place and
Chick-Fil-A, you can find her
playing The Sims or online
shopping. Outside of her leisure
time, she has held numerous
leadership positions on campus
while gaining relative work
experience. Her experience in
media planning, thanks to Dr.
King and a summer internship
at Mindshare Atlanta, has
proven integral in placing the
campaign’s creative.

9. Since her lifelong goal of
becoming a Law and Order
SVU detective fell through,
Halle has been spending her
time working as part of the
campaign’s creative team. In
addition to assisting in the
creation of the campaign
visuals, Halle acted as
the group stenographer,
meticulously recording every
off-hand comment and idea.
As the mastermind behind
the campaign concept,
Kevin’s countless creative
strategies inspired many of
the executions found in the
following pages. Nevertheless,
his sphere of influence did
not end there. Kevin held
court as the campaign’s
resident Stars Wars expert, as
well as personal DJ.
Creative Director Creative Director
HALLE STEELE KEVIN CREGGE
When she’s not working in
Indesign, our creative director,
Alex, is constantly creating
new websites, constructing
social media, and learning
professional football stats.
Her mad photoshop skills and
annoying attention to all design
details have translated into
many of the beautiful visuals
seen throughout the campaign.
Creative Director IMC Planner
ALEX STROLLO KRISTIN MCFARLANE
Based on her detail oriented
perspective and logistics
based skillset, Kristin was
tasked as the teams IMC
and consumer connections
planner. She was responsible
for wrangling the teams wildly
creative and imaginative ideas
and harnessing them into a
cohesive, integrated media plan
by drawing on past experiences,
internships, and classes.
6

10. SITUATIONANALYSIS

12. COMPANY HISTORY

13. T
he Coca-Cola Company began in 1886
when the soft drink Coca-Cola was first
created. However, nearly 100 years later
the company was looking to create a diet version
of Coca-Cola as the demand for low calorie
beverages rose. After two years of working on the
new formula, Diet Coke was finally ready to be
released in New York City in 1982.
Diet Coke was positioned as a great-tasting soft
drink that happened to have one calorie, rather
than as a diet drink that tastes great. The drink
emphasized sheer pleasure and great taste instead
of becoming part of a monotonous diet regime.
The first markets to try the new diet soda were
New York, Jacksonville, San Diego, Minneapolis,
Denver and Baltimore. Diet Coke was so popular
in these test markets that in only two months the
Diet Coke team was celebrating their amazing
sales. Less than two years later at the end of 1983,
Diet Coke was the number one diet soft drink in
the United States. In 2010, Diet Coke became the
second most popular soft drink in the country.
The launch of Diet Coke was a huge success and
helped The Coca-Cola Company kick off its
innovation with the rest of the Coke line. Today
The Coca-Cola Company is worth $179.9 billion
and is the fourth most valuable brand in the world.
“
10
Diet Coke was positioned as a great-tasting soft
drink that happened to have one calorie, rather than as
a diet drink that tastes great.”

14. Diet Coke is known for being the first form of Coca-Cola without sugar and for having zero
calories. It is positioned as a drink for those who value flavor first, with the added health benefits of
lacking calories.
It is one of the largest and most successful brands of
the Coca-Cola Company, as it is the most popular
calorie-free soft drink in America.
Throughout the years, Diet Coke has introduced multiple flavors of the drink in select markets,
including: Caffeine-Free Diet Coke, Diet Cherry Coke, Diet Coke with Lemon, Diet Vanilla Coke,
Diet Coke with Lime, Diet Raspberry Coke, Diet Coke Sweetened with Splenda, Diet Coke Black
Cherry Vanilla, Coca-Cola Light Sango, Diet Coke with Citrus Zest, Diet Coke Plus. Many of these
versions were discontinued or are only used in certain markets globally. It is also worth noting that
it is referred to as “Coca-Cola light” in some markets.
Diet Coke has come under much controversy lately, as people are bringing up health concerns with
the product. Research is being conducted on the negative effects of drinking the soda and issues
with aspartame. Aspartame is one of the most intensively scrutinized food additives. With obesity
and diabetes such a prevalent issue in the United States, Diet Coke as well as other diet soft drinks
and soft drinks in general are facing scrutiny.

15. PRODUCT EVALUATION
12

16. PRICING & DISTRIBUTION
13
S
izes range from 7.5 ounces to 2 liters. Diet Coke comes in cans, glass bottles, and plastic bottles.
The general price for a 12-ounce Diet Coke is between $0.50 and $1.50, depending on location
and retailer. Diet Coke has a wide distribution both globally and inside the United States. It is
available in over 150 markets around the world. It can be purchased at supermarkets, convenience
stores, restaurants, and vending machines.
.50¢–$1.50
.99¢–$2.00
.99¢–$2.00
$1.50–$2.00

17. I
n the past, Diet Coke has
had several successful
campaigns geared
toward a younger female
audience. In 2010, Diet
Coke reached out to millennials
through it’s “Stay Extraordinary”
campaign. To connect with this
younger audience, Diet Coke
partnered with famous pop
singer, Taylor Swift, and aired
commercials during highly
viewed shows like the Grammys.
This campaign also successfully
utilized print ads and events
to connect with millennials.
In February 2013, Diet Coke
ran the “Share Your Heart”
campaign for the 5th year,
raising awareness for women’s
heart health and education.
Though this campaign only ran
during February, it successfully
raised awareness for heart
health and women’s issues. With
Diet Coke sales declining in
2016, Diet Coke reached out
to the fashion forward female
by creating the “It’s Mine”
campaign. This campaign used
all the popular media channels
such as in store, print, out of
home, digital, and social media.
Centered around unique bottles,
this campaign was focused
around Diet Coke connecting
with consumers on a more
personal level.
Parts of the “It’s Mine” campaign have connected with
millennial mindsets, but as a whole has failed to
resonate completely with the target audience.
PROMOTION

18. While Diet Coke is the most popular drink
in the diet soda industry, the brand does
have noteworthy competitors. Some of
their competitors even fall under the same
parent brand. These sodas are caramel
colored, low calorie substitutes of their
parent brands. The obvious and most
apparent competitor is Diet Pepsi. Diet
Pepsi is marketed as a zero calorie and
zero carbohydrate soda. Also under the
PepsiCo brand is Pepsi Max, which is a
low calorie and no sweetener alternative
to Pepsi. Within The Coca-Cola Company,
Coke Zero was introduced as an alternative
to Coke that is marketed as having the
same taste as its red can predecessor.
Diet Dr. Pepper rounds out the diet soda
competition and offers a sweet and low
calorie alternative to Dr. Pepper.
DIRECT COMPETITION

19. 16
Indirect competitors to Diet Coke are based
on the consumer’s preference towards a
healthier lifestyle. Increasingly people are
now looking for alternatives to carbonated
beverages. Because of this, Diet Coke and
the diet soda industry are losing interests
to the likes of bottled water, flavored water,
sparkling water, and other low calorie drinks.
In fact, the 12MM daily drinkers of Diet Coke
are dropping at a rate of 7% YOY while the
bottled water and flavored water market is
steadily growing at 6.4% every year. By 2020,
the projected sales growth is estimated to be
at 34.7% and the sparkling segment to be at
75.1%. Leaders in this industry are Dasani,
Vitamin Water, Crystal Light, and Perrier.
INDIRECT COMPETITION

20. CURRENT CONSUMER
17

21. Diet Coke’s current consumers have been a constant throughout the product’s life cycle. Comprised
primarily of women, the target’s age range spans across users in their mid-thirties up into those
celebrating their 60th birthday. These well-educated women tend to be white and affluent, and drink
Diet Coke on a daily basis.
The two distinct behavioral profiles are that of the
Survivors and the Upscale Explorers.
Survivors rely on the caffeination of Diet Coke to recharge as they balance their busy lives. Overly
stressed and pressured by the ceaseless progression of time, these women depend on the consistency of
Diet Coke, which acts as an anchor within their on-the-go lifestyle.
On the opposite end of the target market’s experience spectrum are the Upscale Explorers. Upscale
Explorers use Diet Coke to supplement social activities. Members of this group enjoy eating out, seeking
pleasant atmospheres in authentic restaurants to casually relax and connect. For these consumers, the
product’s no-calorie offering is its main benefit, providing a guilt-free pairing for food and conversation
as sparkling as the beverage.
With a brand so entrenched in an older demographic, the shift to millennial advocacy must be
convincing and complete. Diet Coke must show an avid interest in the wants and needs of the new target
so as to create applicable messaging that encourages two-way dialogue between brand and consumer.

22. INFORMED
CONSUMERS
The non-alcoholic beverage
industry has been forced to
rapidly evolve to changing
consumer preferences and
behaviors. Today’s consumers
are smarter and more health
conscious than ever, and
are demanding more from
the products they purchase.
Consumers are looking for
products, which will either aid
in weight management or that
can fit into a lifelong wellness
plan. Single-serve, low calorie,
and sparkling beverages are seen
as a more natural replacement
to artificial soft drinks.
Furthermore, consumers are
preferential to natural, organic
options, with easy to read labels
which can be apart of a balanced
nutritional plan.
GROWING NUMBER
OF ALTERNATIVE
CHOICES
The purchasing patterns of
this new breed of consumer
has led to a steady growth in
alternative beverage categories
such as sports drinks, energy
drinks, teas, juices, sparkling
and still water. Moreover,
major players in the soda
industry have invested in
expanded product lines, which
include these lighter options.
These products are positioned
as a healthy, exciting
alternative to soft drinks,
better suited to the consumers
wellness goals.
ADAPTING SOFT
DRINKS TO A
CHANGING MARKET
In order to compete with the
growth of indirect competitors,
industry mainstays, like
Coca-Cola and Pepsi, have
experimented with reworking
the formulas of their flagship
brands. They have also added
a wide array of customizable
flavors and options, with a
special emphasis placed on
low or no calorie beverages.
Moreover, in an effort to ease
worries about the high calorie
count of soda, soft drinks are
being packaged in smaller
containers, to aid in portion

23. INDUSTRY TRENDS
20

24. 21
CONSUMER TRENDS

25. STATUS TESTS
Over the past several years experiential
marketing has introduced a new level
of competition occupied by brands
eager to impress. However, despite the
creative ingenuity involved with reaching
consumers in new, often physical ways,
these brands are missing one huge societal
truth — most consumers want status
more than the products themselves. In a
valiant attempt to promote their brands
by going to great lengths to impress, these
companies are often actually digging
deeper into the “friend zone” rather than
attracting the customer’s true desires,
thereby lowering status. Experienced
consumers have become accustomed to
these attempts and know that the best
brands are beginning to require more out
of their buyers. Hence, the future of great
branding relies on status tests that require
consumers to prove their worth, not
brands proving themselves to consumers.
CONTEXTUAL OMNIPRESENCE
Relevant to status tests is the notion
of contextual omnipresence, or being
everywhere a customer needs you to be at
the appropriate time. The key difference
between overreaching brands that inspired
status testing and this concept lies in
the word contextual. Rather than being
everywhere possible because they can,
the smartest brands just “happen” upon
the right situation to reach out. Imagine
booking a hotel room only to arrive
realizing you forgot your most impressive
black mini skirt, but wait...is that a
Pimkie mini fashion bar in your closet?
Yes, it is. Now you love Pimkie after the
confidence boost it awarded you at that
pivotal meeting where you nailed your
presentation and left everyone speechless.
You might even consider grabbing those
brown suede boots for the afterparty.

26. PRIMARYRESEARCH

28. OBJECTIVES
To determine the lifestyle
and preferences of Diet
Coke’s new target market
To understand how
successful brands are
reaching millennials
through digital
campaigns
To gauge the level of
Diet Coke drinkers’
involvement with the
brand
For those who
considered themselves
brand loyalists, to gain
insight on how Diet Coke
can be an even bigger
part of their lives
METHODOLOGIES
Interviews:
In-depth interviews were conducted with millennial consumers
comprising of non-drinkers, occasional drinkers, and loyalists
Uncovered the important differences between occasional drinkers and
loyalists
Led to a better understanding of millennial brand loyalist’s lifestyles
Allowed for an open dialogue about Diet Coke, millennial lifestyles,
and how they can come together
Focus Groups:
Focus groups were conducted with 3 to 7 millennial consumers in each
group comprising of non-drinkers, occasional drinkers, and loyalists
Gave participants an opportunity to answer questions through drawing
and expressing themselves on paper creatively
Learned about Diet Coke drinkers’ lifestyles, consumption levels, and
social media habits
Determined that focusing on Diet Coke loyalists initially was the best
way to increase brand engagement with millennials

29. OBJECTIVES & METHODOLOGIES
26

30. FOCUS GROUPS & INTERVIEWS
Our loyalists desire
more connection
from the brand of
Diet Coke, despite a
healthy relationship
with the product
Despite the many
health concerns, taste
is the paramount
attributing factor behind
reoccurring purchases

31. Discovered that millennial Diet Coke loyalists do not feel personally connected to the brand
Millennial consumers are heavy users of social media and enjoy following brands that they
can relate to on a deeper level
Uncovered how important it is for brands to donate and align with a cause that makes them
seem genuine
Determined that millennial Diet Coke drinkers drink Diet Coke for the delicious light taste
and not necessarily for the low calorie benefits
Led to an understanding of how Diet Coke loyalists began consuming the beverage through
familial relationships
1.
2.
3.
4.
5.
KEY FINDINGS

32. “Diet Coke would be a middle aged soccer mom that was always there when you need her to be. She’s
the president of the PTA, stylish, and classy.”
I love brands that are dependable and also
have some sort of status to them. They add
entertainment to my life.”
“I follow my favorite brands on Instagram and Twitter. I like to get updates on sales and new products
coming out. I always tweet positive things to the brands that I like. I think it’s always great when
brands take the time to tweet at you as well.”
When I think about why I love Diet Coke, it’s never
been about the fact that it is diet. It’s about the
taste. It’s lighter and less syrupy.”
“I like to buy brands that give back. It helps me feel more connected to the brand. I also feel better
about purchasing it.”
“
“

33. INSIGHTS
30

34. According to a survey based on results from over one hundred respondents, with 84% being
white and 90% being female, general brand, social media, and beverage consumption
preference served to ground further research. Notable information includes:
Millennial brand preference:
Top platforms:
Millennials that follow brands on social media:
SURVEY DATA
35% 23% 10% 9%
43%
97% 95%
57%
23%
90%
*The majority of participants (47%) are most likely to interact with a brand in person—seeing and being able to interact with it;
however, a large number (36%) did respond that they interact with brands online or in a public forum like social media

35. Key factors to beverage preference:
Millennial Diet Coke consumption:
Taste
53%
Nutrition
20%
Hydration
17%
Millennial soft drink consumption:
Sometimes
30%
Never
58%
Always
12%
Sometimes
21%
Never
65%
Always
14%
*Percentage of millennials that drink Diet Coke based off 42% of participants who claimed to at least
sometimes consume soft drinks

36. INSIDE THE MIND OF THE MILLENNIAL
HAPPINESS
Success, new
experiences, spending
time with family and
friends, collaborating,
creating
INSPIRATION
Powerful women,
opportunities to grow,
success stories, talking
to people, making a
difference
HOPES
Achievements,
love myself, form
quality relationships,
purposeful life,
develop my mind
“I’m happiest when I
experience something
new and realize my
life will never be the
same.”
“My inspiration
comes from successful
women that had fewer
opportunities than
myself.”
“In the future I hope
to live well and be a
positive representation
of my generation.”
A broad, free thinking exercise
was conducted in order to root
out the genuine essence of the
millennial generation. The exercise
centered around a few enigmatic
but revealing questions aimed at
uncovering the authentic position of
millennial motivations, inspirations,
interactions, and feelings. The results
depicted are direct admissions to
these questions.

37. VALIDATION
Comments on social
media, words of
kindness, praise,
seeing my success,
results, feeling good
FEARS
Expectations,
graduating, aging,
job searching, lack of
connectivity, no plan or
structure, falling short
of my potential
GOALS
Become financially
independent, become
an integral part of my
work environment,
have a family, inspire
others, impact my
community
“I get validation
when I share a special
memory and get
positive reactions on
Facebook.”
“I fear that I won’t
be able to make the
most of my life—not
accomplishing all that
I was meant to.”
“I want to become
someone that is going
places with my own
ideas.”
Results revealed, among other things,
a generation that is emphatically
positive, forward thinking, and able
to simultaneously focus inward
and on the world around them.
In an increasingly competitive
and overwhelming environment,
these individuals have adapted by
expecting more from themselves
both professionally and personally.
34

38. Strengths
Opportunities
O
SLeader in diet soda category, established brand name and equity
Enjoys strong associations with its global parent Coca-Cola Company, a
well-loved soda brand
Strong brand celebrity advocate—Taylor Swift
Recent package redesign efforts have resonated well across all audiences
Although they do not consume nearly the volume of the brand’s older
demographic, millennials do account for some current product sales
— and there is the opportunity to transform occasional users into
frequent and/or heavier users
The Diet Coke’s core ‘aspirational’ nature aligns perfectly with the
millennial mindset of achievement and self-actualization
Transmedia storytelling and online platforms offer the brand limitless
& cost-effective occasions for reaching and engaging with millennials
The distinct segment of millennials who are already loyal to Diet
Coke are open to not only connecting with brand, but promoting it on
various platforms
SWOT ANALYSIS

39. Weaknesses
Threats
T
W The bulk of current brand loyalists fall within the 35–54 target audience
To date, the brand has been viewed as lacking a signature, relatable
persona
Brand lacks consistent presence and voice across social media channels
Product contains artificial sweetener, aspartame, which has been
associated with possible health risks
Category sales are slowly declining because millennials are more health
conscious and prefer non-cola beverages
Millennials relate more strongly to the Coca-Cola Red Can brand
image, its positioning and marketing efforts
Other soft drink competitors have stronger brand presence and appeal
to larger demographics (millennials and men)

40. MARKETING&COMMUNICATION

42. The Diet Coke experience currently revolves mostly
around the amazing taste of the product.
Diet Coke drinkers are extremely loyal and cannot last a day without their favorite light soda. As a
part of The Coca-Cola Company, Diet Coke automatically comes with the light-hearted nature of the
parent brand. However, Diet Coke is so much more than just simply a diet version of the traditional
Coca-Cola. It’s a comforting bubbly refreshment that brings about a relationship with it’s drinkers.
Underscoring the brand’s effervescent personality is
the product’s inherent femininity which has
been a highlight of the brand’s promotional history.

43. BRAND EXPERIENCE
40

44. BRAND PERSONALITYFACTS & SYMBOLS
Luxurious
Tasteful
Feminine
Refreshing
Strong
Fearless
America
Taylor Swift
Red, black, silver
Curved bottle
Calligraphic logo
“Diet”
Remind consumers
why they love DC
Re-build the daily
routine (snacking
occasion)
Give consumers
new ways to expe-
rience the brand
BRAND MANTRA
IMPERATIVES
Diet Coke is an indispensable part of my
daily life that brings out my inner strength

45. BRAND ESSENCE
DESCRIBING THE
PRODUCT:
WHAT THE
PRODUCT DOES
FOR ME:
HOW THE
PRODUCT MAKES
ME LOOK:
HOW THE BRAND
MAKES ME FEEL:
Quality, feminine,
habitual, treat,
uplifting, bubbly
Energizes, satisfies,
rewards, motivates
Trendy, responsible,
mature, ambitious,
goal-oriented
Recharged,
empowered, fearless,
included

46. MARKETING OBJECTIVES & STRATEGIES
Objectives:
To increase market share with the female millennial consumer segment by 5%
by December 2017
To increase millennial sales of Diet Coke by 10% by December 2017 (in our test markets)
To increase ecommerce sales by 10% by December 2017
Strategies:
In order to appeal to the consumer and further increase sales, a new Diet Coke can design will be
implemented to attract the millennial market
Create new online channels for customers to purchase the product
Execute experiential marketing activations in spot markets so that consumers can physically
interact with the brand and product
43

47. COMMUNICATION OBJECTIVES & STRATEGIES
Objectives:
To convert 20% of Diet Coke brand loyalists into brand advocates (lovers who
actively promote the product, especially through social media)
To develop Diet Coke’s image from
mature, cold entity friend that understands their busy lifestyles
To create a conversation between the brand and female millennial consumers
Strategies:
Consistently using the campaign concept throughout all tactics
Through social media, Diet Coke will be able to create a two way conversation between it’s audience
by creating relatable content and reaching out to those who utilize the 3 core hashtags that align
with the campaign
The new campaign will generate media attention and positive PR, improving brand awareness
among millennials and increasing sales
Blog posts from brand advocates, YouTube videos from Erin Condren on “How to Adult”, and a
philanthropy contest will drive traffic to the campaign microsite, allowing for millennials to better
connect with the brand

48. COURTNEY
Courtney is an 18 year old senior in high
school that is patiently waiting to hear back
from the 8 colleges that she has applied to. She
lives in an upscale suburb of Nashville and
strives for excellence in everything that she
takes on. She is the student body president, a
member of Habitat for Humanity, and plays
on the basketball team. With so much on her
plate, she has still maintained a 3.9 GPA. She
can’t wait to graduate so that she can start
her college journey because this means that
she is one step closer to being an orthopedic
surgeon. Just like her peers, her phone is her
lifeline. She uses it to stream music, catch the
latest news updates (that includes pop news),
and to keep up with her friends.
CONSUMER PROFILES

49. JACKIE
Jackie has just graduated college and is currently
pursuing a career in marketing communications
at a Fortune 500 company. Thanks to her past
summer internship, she secured a full time
position back in August of her senior year and
is now patiently waiting to start. She’s nervous
but still extremely excited to meet her new co-
workers and start building relationships. Until
her job starts, she is planning on making the
most of her time off by taking a two week trip
to Europe with her best friends to explore other
cultures. They will be documenting the whole
trip on video so that they can upload to their
social media accounts and share their escapades.
46

50. CREATIVEDIRECTION

52. 49

53. CREATIVE BRIEF

54. MePower: A deep connection with internal strength
and understanding of its potential to open the door to
great possibilities.
Diet Coke fuels my confidence;
it’s basically my best friend.
MePower is exploring your
untapped ability and connecting
with your inner strength to open
new doors.
The MePower Campaign is all about linking female
millennial loyalists together and empowering them
to use their unique abilities in order to unleash their
potential and achieve their goals. Diet Coke is the
catalyst that sparks the ambitions that they have had all
along.
In order to open new doors to our millennial audience,
we will release three themes in the form of hashtags to
more accurately connect with them.
CONCEPT #trysomething
Because Diet Coke is the catalyst that
sparks the adventurous ambitions of our
fans, this theme is all about nudging them
off the edge of premeditation and into their
previously intangible aspirations.
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#startsomething
MePower Campaign is all about linking
millennial loyalists together and inspiring
them to use their unique abilities in order
to unleash their potential and achieve their
goals. This theme will associate Diet Coke
with a tool for enabling veiled passions.
#changesomething
Part of inner strength is the will to
change what doesn’t promote community
wellness. Now that Diet Coke and our
loyalists are an exclusive power team, this
theme provides the opportunity to make a
philanthropic impact on relevant issues.

56. TOUCHPOINT MAP
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59. CAMPAIGN TIMELINE
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60. Throughout the Me Power campaign, Diet
Coke will be using a social influencer to relay
messages, inspiration, and practical tips to our
target market. Erin Condren is the CEO and
Founder of her $10 million paper planner empire
that has become a staple in many busy lives. Her
best selling item is her “Life Planner” that helps
its owners organize their everyday tasks, to do
lists, and important dates. Erin is the perfect fit
for the campaign due to her cult following on
social media sites such as Pinterest and Youtube.
She possesses a well trusted brand that the target
market will identify with. There will also be a
special partnership and Limited Edition Ruby and
Pearl Life Planner available for the duration of the
campaign. Throughout the calendar year, she will
be the face of the “How to Adult” webseries, as
well as multiple Twitter takeovers where followers
can ask her for wisdom and advice.

61. SOCIAL INFLUENCER
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62. CREATIVEEXECUTIONS

64. CAMPAIGN LAUNCH
On December 31st, Diet Coke will host
a MePower event in certain spot markets
that have a New Year’s Eve ball drop.
Brand ambassadors and their teams
will be handing out biodegradable pearl
and ruby balloons and Diet Cokes to
attendees.
People with balloons
will write their New
Year’s resolution on
the side of the balloon
along with one of the
three hashtags. At
midnight when the ball
drops, the balloons will
be released.
People will be encouraged to post
pictures with their balloons on social
media while tagging Diet Coke. As
the campaign progresses, Diet Coke
ambassadors would be able to pick out
certain people on social media that are
continuing with their resolutions and
in return give them a code to enter in
an area of the microsite. After inputting
the code along with a brief description
of their resolution they will receive a
unique gift to help them along with their
goal. This will be carried through the
month of January and will open a line of
communication with consumers willing
to interact with the brand.
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66. MEPOWER MICROSITE
The MePower microsite will serve as the focal point of the campaign’s digital presence and will connect
visitors to all media channels. The website will host a variety of content including blog posts, information
about the brand ambassador program, the “How to Adult” web series, and links to all the brand’s
social media accounts. Content will be united under the three campaign hashtags: #startsomething,
#changesomething, #trysomething.There will also be information for those who want to get involved in the
future, as well as opportunities to become a brand ambassador. The microsite will become the activating
force behind the campaign, and connect the various media tactics used.

67. WEBSERIES
From the microsite, consumers will be able to access the MePower web series entitled, “How to Adult”.
Because the target market encompasses driven young women that are at the beginning stages of their
careers, this is a perfect way for Diet Coke to be a part of reaching their goals. This web series will
break down important topics that are a part of the process of becoming an independent adult and will
be housed on Diet Coke’s YouTube account. Viewers will receive various tips like how to maintain a
good credit score, how to negotiate a salary, how to find the perfect place to live, and how to buy a
first car. Instead of receiving this crucial wisdom from a peer, the well seasoned, adult influencer and
entrepreneur, Erin Condren, will be relaying the information in a fun yet informative way.
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68. The MePower campaign will use the current, established Diet Coke Facebook page. With over 2.5 million
likes, this is a great platform to spread the word about the MePower campaign to the targeted audience
using their EdgeRank platform. The Facebook page will link back to the microsite and feature many of
the same visuals posted on Instagram. This integration of content from alternate social media will ensure
the campaign is visually and thematically consistent across all platforms. Content on this platform will
consist of updates about the campaign, as well as information about Diet Coke events held nationally
and locally.
FACEBOOK

69. Snapchat has had a meteoric rise in relevancy in the life of the millennial consumer. In order to capitalize
on the immediate and candid nature of the medium, the MePower campaign will utilize Snapchat in
multiple ways. First, MePower will create a Diet Coke account where it will post behind the scenes videos
and exclusive campaign visuals. Additionally, MePower will create a sponsored Diet Coke LiveStory. This
is where Snapchat users will submit pictures using a Diet Coke filter or geotag, which are then shown
on the LiveStory. The geotags and filters will incorporate the ideals of MePower campaign by including
elements of the Power Pose and related hashtags. By using different methods of connecting with the
target audience within a single social network, the campaign ensures both visibility and engagement.
SNAPCHAT

70. With a user base of 200 million people, 53% of which are between the ages of 18 to 29, Instagram is
essential for reaching the millennial audience, and is an ideal platform for this campaign. The account
will feature original content produced by the MePower team, primarily focused on engaging consumers
in real time. Original content will be united under the larger MePower narrative, and will be stylistically
consistent across all campaign platforms. Using the hashtags, consumers will post pictures linked to
the campaign and Diet Coke will then repost examples that embody the hashtag and brand. This will
connect consumers with the brand and aid in converting these loyal consumers into brand advocates. An
equal focus on consumer and campaign visuals will create an engaging visual dialogue and underscore
the collaborative nature of the campaign.
INSTAGRAM

71. Twitter is extremely instrumental in creating dialogue with consumers. One way to spark these
conversations will be through posing questions, such as “What does MePower mean to you?” and then
retweeting answers that fit the MePower campaign’s philosophy. Another interesting way to create
conversation is through Twitter takeovers. By having successful, powerful, and influential people take
control of the account it will interest the consumers and create relevant, meaningful dialogue.
TWITTER
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72. PINTEREST
A way to share interesting content relevant to the product is via Pinterest. Diet Coke will create various
themed boards, containing recipes, DIY activities, and other elements connecting to the campaign. For
example, food boards could contain fun recipe ideas using Diet Coke, or just pairing food options with
Diet Coke. The DIY board would show how crafty consumers have innovatively repurposed their bottles
to use in new ways, or decoratively in their homes. From lamps to soap dispensers, a variety of tutorials
and how to projects will be featured on this board. Pinterest is a great platform to show how Diet Coke
fits into consumers daily lives.
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73. BUZZFEED
Buzzfeed attracts 200 million visits per month, with 50% of those visits from the ages of 18-34. 60%
of their traffic is through mobile, meaning this would be a great way to connect with the target on
their cellular devices. Diet Coke will collaborate with Buzzfeed’s in-house advertising team to produce
branded content on their website. This collaboration team will make quizzes, videos, and articles that
align with the MePower campaign. The objective is to use the hashtags throughout this original content
to encourage viewers to reach their goals and have Diet Coke be a part of their journey.

74. 71

75. Blog posts created by Diet Coke’s brand
ambassadors will be featured on the microsite.
These brand ambassadors will post either
individually or collaboratively about Diet Coke,
their experiences in selected target markets,
or campaign sponsored events. Content will
be united through an underlying message
emphasizing empowerment and positivity.
Moreover, posts will relate back to the three
main pillars of the campaign: start something,
try something, and change something. Brand
ambassadors will be able to communicate with
consumers through social media and post
highlighted blogs featuring idealistic, loyal
consumers embodying MePower or activities and
events that go along with the empowering
movement supporting the campaign.
Additionally there will be opportunities for
public figures to create blog posts. These public
figures would include accomplished executives,
like Erin Condren, who have started their own
business and feel connected to the millennial
mindset of goals and accomplishments.
For instance, a blog post from someone
who has just recently backpacked the
Appalachian Trail (#trysomething) or who
spent two years teaching in a foreign country
(#changesomething). The ultimate goal of these
diverse blog posts is to be as interactive as
possible with consumers and engage them on a
relevant level.
BLOGS

76. Diet Coke will create a MePower Spotify account that will host a variety of playlists based on
empowerment. These playlists will reflect the different moods and lifestyles of millennials. It will be
accessible through Spotify and will also be displayed on the microsite. The list will include Office Hours,
Commuting Home, Road Trippin, Get Your Workout On, Songs of the Summer, and Dinner Party.
SPOTIFY

77. TheSkimm is a popular daily
email-newsletter that reaches
thousands of people in Diet
Coke’s target market. Diet
Coke will sponsor TheSkimm
once a month for 6 months
throughout the campaign. This
will include six appearances in
the newsletter in the form of a
custom Skimm logo featuring
Diet Coke as well as a brief
mention of the campaign at
the bottom of the newsletter.
The section at the bottom of
the article will be titled “How
to Adult”, with a small excerpt
of the tip of the day as well as a
link to the specific episode in the
webseries. This will seamlessly
integrate the MePower campaign
with the newsletter, while
also highlighting Diet Coke’s
exclusive content.
THE SKIMM

78. POWER POSE

79. Research has shown that body language can have a significant impact on how others perceive us, as well
as how we perceive ourselves. Amy Cuddy, a social psychologist professor at Harvard Business School,
has coined the term “power pose” as a high power pose that animals and humans alike do in order to
show strength, confidence, authority. By doing these high power poses for two minutes, the person’s
body chemistry will change and will be more open to handling stressful situations in a positive way. This
is due to the rise in testosterone and cortisol.
Because this campaign is all about empowerment, Diet Coke
will be placing Power Pose Stations in certain spot markets
where consumers can stop by, do their best power pose, and
receive a free Diet Coke.
These stations will be placed at bus stops, subway stations, and other public places that have heavy foot
traffic. Each station will be branded with the Diet Coke logo and equipped with a camera, video screen,
and moving visuals. Consumers will be prompted to step in front of the screen and will be shown power
poses that they can reenact. They will then pose for their own picture and have the option to email their
photo to themselves and even share via social media. It will then end in a free coupon for Diet Coke.
This is a great way to create shareable content as well as get the product in consumers hands.
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80. Because E-commerce is on the rise for the millennial market, utilizing the student promotions
offered by Amazon Prime will allow access to the target audience where they are already present
and active. Specifically, Amazon offers Prime memberships to college students for free and at a
discounted price thereafter. Creating a Dash Button will be a great way to encourage loyal consumers
to always keep Diet Coke on hand. The Amazon Dash Button is a small, handheld device which was
created to ensure that Amazon Prime users never run out of essential household products. Using a
Wi-Fi connection, each button is paired with a specific product that the user can select on Amazon.
com. When Prime members are running low on the product, they simply click their Dash Button and
a notification is sent to their Apple or Android phone through the Amazon app. In order to avoid
repeat purchases, the button only responds to one click until the products have been delivered. Users
can cancel their order at any time before the product is shipped, making the Dash Button a flexible
and convenient shopping option.
AMAZON DASH

81. The #changesomething highlights the progressive, outward focus of the MePower campaign
and serves as a call to action towards personal, professional, and local improvement. The
#changesomething charity vote will provide an opportunity for Diet Coke drinkers to impact their
community in an immediate, tangible fashion. Various philanthropic organizations will submit
videos describing the essence and purpose of their cause. Each brand ambassador will choose two
exemplary videos, carefully considering each video’s social media presence, creativity, philanthropic
empowerment, and relevance to the MePower campaign. Out of all the charities selected by the
ambassadors, the Diet Coke MePower team will narrow the selection and pick the final five to be
featured on the microsite, which will include a short bio, link to their video, and an explanation of all
the amazing things they are doing. Visitors to the microsite will then have the opportunity to vote on
their favorite finalist. At the end of two months, after fans have voted on the charity of their choice,
the winner will be given a $10,000 cash prize. Starting in February 2017, there will be five new
charities up for vote every other month. By allowing consumers to choose which causes Diet Coke
will be supporting and allowing them to have a direct say in the matter, consumers will feel their
voices are being heard and that Diet Coke is genuinely aligning with a relevant, meaningful cause.
#CHANGESOMETHING CHARITY VOTE

82. MEDIAEVALUATION

84. OBJECTIVES:
Increase the exposure and reach of Diet Coke
through social media networks
Drive traffic to the MePower microsite through
call to actions on Facebook, Twitter, Instagram,
Youtube, and Pinterest
Increase followers and subscribers by 30% on
each social media platform
Have a total of 500 million content engagements
across all social media platforms (likes shares,
views, subscribers, pins, retweets, favorites) by the
end of the campaign in December 2017)
STRATEGIES:
Sponsored content with popular millennial
websites will create awareness of the campaign
through unique and native advertising
Social media platforms will focus on creating
conversation about the MePower campaign
and its hashtags while also driving traffic to the
microsite
Original content will be informative, creative, and
inspirational in order to encourage consumers to
be self confident, spontaneous, and impactful
The Charity Vote will connect consumers to the
brand by showing Diet Coke’s investment in the
community
Innovative guerilla marketing tactics will create
buzz and chatter on social media sites
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85. MEDIA OBJECTIVES & STRATEGIES

86. MEDIA FLOWCHART

87. SOCIAL MEDIA CALENDAR (WEEK 1)

88. guerilla marketing
sponsorships
social media
34%
11%
philanthropy
12%
pre-roll
16%
website
5%
contingency
5%
18%
BUDGET ALLOCATION

89. MEDIA EXPENDITURE
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90. Pinterest
Number of followers and repins
Youtube
Number of followers of channel
Number of views
Sentiment of comments/responses of consumers to
the videos
Facebook
Track additional followers of page
Measure likes and shares on posts
Track hashtag (specifically millennial usage of it)
Twitter
Measure numbers of followers of account, favorites
on posts, and retweets
Track dialogue/conversations
Measure hashtag usage
Instagram
Measure numbers of followers of account, likes on
posts, and reposts
Snapchat
Number of friends
Number of views on stories
Track live stories, use of geotags
EVALUATION

91. The Skimm Newsletter Sponsorship
Measure open rate
Measure the click through rate to microsite or
webseries
Buzzfeed Sponsored Content
Track number of shares, likes, views, and comments
Measure number of unique visits
Charity Vote
Total the number of submissions
Track the views on each submission’s video
Display Advertisements
Measure impressions
Measure the click through rate
Microsite
Track website traffic to see total number of visitors
on-site
Measure unique and repeat visits
Track traffic sources
Guerilla marketing
Shares on social media specifically related to or
in response to events
Content/Campaign
Evaluate positive consumer sentiment and
receptiveness to brand and campaign
Track sales
Measure ROI of campaign
Estimate the number of brand loyalists
converted into brand advocates
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92. WINTER OLYMPICS
To expand the MePower campaign even further,
we recommend sponsoring a large scale, target-
relevant event, like the 2018 Winter Olympics.
The Olympic games is the perfect platform for
the MePower campaign because it celebrates
ambition, dedication, perseverance, and
ultimately self empowerment. The relationship
between Diet Coke and qualified olympians will
be highlighted through commercials, exclusive
digital content, and other various traditional
media that will run throughout the Winter
Olympics and provide an ideal example for all
millennials. Introducing traditional media into
the mix would enable the campaign to reach a
wider scope and validate any online ambiguity.
FUTURE RECOMMENDATIONS

93. MEPOWER TOUR
One of the best ways to connect with
millennials is through the power of music. To
deepen this connection between Diet Coke
and the target demographic, the MePower
campaign could sponsor a music series such
as a MePower Tour. The MePower Tour will
feature female artists who personally and
artistically align with the MePower sentiment.
Fans will have the opportunity to interact with
celebrity role models and connect according
to the hashtags they identify with most. The
accented MePower hashtags will serve to
unite the event with Diet Coke’s established
campaign. With these events Diet Coke will
inspire, motivate, and reward enthusiasts for
efforts to embrace their inner MePower.
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