Overview of Recent Advertisement Campaign by Coca Cola in Europe Assessment Answer
Individual presentation IMC
Slide 1: Title slide
Slide 2: Introduction
The presentation would present the analysis and overview of a recent advertisement campaign by Coca Cola in Europe. The presentation would reflect upon the target market, media objectives, and communication channels. The analysis shall be related to theoretical understanding and the key aspects of the presentation to be related to Integrated Marketing Communications. IMC shall be the theoretical background for the assessment of the advertisement campaign. The purpose of the presentation is to reflect on the media plan of the ongoing advertisement campaign of Coca Cola and to identify the factors that helps the brand to address the target market through adequate message strategies and media channels.
Slide 3: Overview of the campaign
The campaign to be discussed is the ‘Better when we’re open’ launched by Coca Cola new brand platform. The new campaign is expected to be the basis for the marketing of Coca-Cola into in the next year. The advertisement is created by the Widen & Kennedy London for the European market. The advertisement showcases a nasty and angry city to express the view was to question themselves: “Could I Be Wrong?” (Dan, 2020). The campaign is set against the background of social media fanning dissent flames and the polarization of society among people leading to divided and angry society.
Slide 4: Brand’s background
In the 134 years of operation Coca Cola is regarded as a purposeful brand. This American multinational beverage corporation has been engaged in marketing of the non alcoholic syrups and beverage. It is among the most recognised brands in the world. The logo of Coca-Cola is noted to be the most recognised and popular logo that shows its popularity among the Global consumers. The net operating revenue of Coca Cola in 2019 was 37.27 billion U.S. dollars (Coca-Cola's net operating revenues worldwide 2019 | Statista, 2020). Although the company is a producer and retailer of non alcoholic beverage yet it is well known for the soft drink product Coca Cola.
Slide 5: Key theoretical concepts: IMC
The theoretical concept to be used for the assessment is Integrated Marketing Communication that integrates advertising messages, promotional actions, stories, messages across different communication channels. The theory states that the purpose behind marketing communication is development of continuous dialogue with the target market for building the brand equity and brand dominance. The theory also focuses upon the concept of brand personality in marketing communication that enables consumers to express their own self through the brand they use (Ward, 2015). One of the key aspects of this theory is branding and persuasion that can be used for the assessment of the advertisement campaign.
Slide 6: Key theoretical concepts: IMC
IMC states brand to be a combination of name, design, sign and symbol. In the assessment of the advertisement campaign of Coca Cola the first thing to be noted is that Coca Cola is a well-known brand because of the identification of its name and symbol that differentiate it from the competitors. Coca-Cola also has brand power that is derived from its name recognition and goodwill for over 134 years of its operation in the market (Dan, 2020). The brand equity of Coca Cola is based on the favourable consequences and brand preference of the consumers that has led to the public valuation of the brand converting into higher sales (Reinders & Bartels, 2017). It is this brand equity that gets integrated into the marketing strategies of Coca-Cola. Advertisement does not introduce the brand but rather uses the advertisement to create a new brand platform and show a new purpose. This establishes that the brand has good brand equity among the consumer.
Slide 7: Key components of advertising message
The key aspect of the advertising is that it is authentic, creative and human and has been launched with a purpose. The tagline of the advertisement: ‘Better when we’re open’ shows the brand purpose that is the highlight of the advertising message. The advertising depicts the present situation of a nasty city with angry people drawing similarity among the advertisement and the consumers. The advertisement ends with posing a question to the viewers: “Could I be wrong?” to show that the brand and the advertisement is beyond only the selling of the product. Like all of its brand advertisements, this advertisement also uses a celebrity face, Natasha Lyonne (Orange is the New Black Star). The deliberate use of the celebrity has been because she is a Netflix star and would draw more attention consumers due to increasing popularity of Netflix.
Slide 8: Profile of the target market
The profile the target market through the advertisement is more human than ever. The target market as seen in the advertisement is diverse considering the diverse and global target market of Coca Cola. By showing people of different race, age, physical attributes, facing similar angst and disagreement, the purpose is to address an integrated yet diverse target market that is the contemporary global consumers. The key element about the target market is that there is no specific target market being addressed to show that the advertisement is addressed to one and all and questions the people globally.
Slide 9: Combination of specific target market
Coca-Cola has always been focusing on the youth population yet this advertisement shows a combination of different target markets as to reflect on the diverse world we currently reside in (Arab, 2018). By showing people of different, age, background, screaming about being right and wrong, broadens the target market being addressed through the advertisement. The diversity in the people being showcased in the advertisement is only to enhance the frame in which the advertisement fits to address a larger and wider Global population.
Slide 10: Media objectives
The media objective of the advertisement can be elaborated by the state of discourse and the divided society noted in the advertisement. In the 1 minute 30 second span of the advertisement, Coca-Cola has endeavoured to introduce a new brand platform to show that it takes a stand on the social issues. The objective is to show that Coca-Cola has a point of view and responsibility as a brand. The objective is to be seen as a brand with a purpose beyond revenue generation and to create more empathy among its consumers (Lauterborn, 2017). This can be better explained by the positioning of the advertisement through the tagline: ‘Better when we’re open’ that aims as an act to unite the world looking increasingly divisible. The objective is thus to be seen as a brand with a purpose and the consumers to believe that the brand embraces different facets and angles and talk about relevant problems.
Slide 11: Media channels
The media channel being used for the launch of the advertisement is the popular video streaming platform YouTube. YouTube has the largest viewership and that makes it the most popular and successful channel for launching advertisement. Advertisement is also to be launched as a television campaign for the European market to reach Global consumers through traditional media channels. The combination of digital media streaming platform and traditional media channel gives higher avenues for the advertisement to reach people.
Slide 12: Message strategy
The messaging strategy used in the advertisement is a commonly used strategy by Coca Cola. The advertisement uses emotional and positioning strategy for delivering the message. The use of the rugged city background is to depict the real life scenario at present and to let consumer see what their world has become and think. This is an emotional strategy for showing the empathy of the brand towards the target consumers (6 Messaging Strategies for 2020 - Successful Brand Messaging, 2020). The positioning strategy is used through the question posed by the celebrity face: “Could I Be Wrong?” and the tagline of the advertisement: “Everything is better when we’re open" to show a connect between the brand and the consumers by using the phrase "we're open".
Slide 13: Media costs
The launch of the advertisement on YouTube might cost $200 to $1500 monthly for Coca Cola. For the campaign management it would cost $1000 to $2500 monthly (How Much Does Social Media Advertising Cost in 2020? | WebFX, 2020). The use of social media platforms for advertisements can be considered cost effective impressive considering Coca-Cola is a recognised brand. The media cost can also be calculated to the calculation of the cost of all the clicks, impressions and activities in specific date range based on pricing information and scheduling.
Slide 14: Crucial messages
The crucial message is a social message and also a message that point directly to the consumers to question themselves for their actions. It can be considered as a way in which the brand is trying to project its purpose of taking stand for social issues as well as urge the consumers to think and take action.
Slide 15: Main communication channels
The main channel for communication is the social media channel as YouTube is being used for the launch of the advertisement. Considering that Coca-Cola also has its pages on other social media channels such as Facebook and Instagram, the social media pages can also be used for posting the advertisement (He et al. 2016). Considering that Coca-Cola is a recognised brand the use of television as a channel for communicating the advertisement can also be considered to be profitable. Hence Coca-Cola has used both digital media and traditional media channels for communication the advertisement.
Slide 16: Integration strategies
The integration strategy for the different media such as the traditional media and digital media has been through the tagline and of the advertisement. The brand logo and the brand name of Coca-Cola gives the advertisement a brand identity that can integrate the reach across different media channels (Arab, 2018).
Slide 17: Execution stages
The execution stages include the initiation of the advertisement message and the purpose to be delivered. The selection of the thought behind the background selection and advertisement setting is a crucial part of the execution of the advertisement. Significant aspect of the execution of the advertisement is placement of the brand product, logo and tagline in a strategic management and the correct time span of the advertisement (Ward, 2015). It is also important to select appropriate channels for communication with the target consumers.
Slide 18: Outcome
As reflected in the advertisement, in a span of 1 minute 30 seconds, Coca-Cola has been able to communicate to the consumers its purpose and show its empathy to the consumers. The outcome is that has been able to establish the marketing strategy based on an emotional connect and also to communicate its stand on the social issues as well as pose a question to the global consumers. The purpose has been successfully delivered and the marketing of the product had also been done.
Slide 19: IMC factors that influenced the success of campaign
The IMC factors that had influence the campaign in its success are the concept of branding such as brand value, brand positioning, brand equity as associated with Coca-Cola. The other factors that have contributed to the success are advertising messages, promotional actions, and message across the different the choice of appropriate channel of communication. It has been learnt that for marketing communication it is very important for a brand to use appropriate advertising messages that can attract the consumers effectively. It is very important for recognised brands in their Marketing Communication strategies to use their branding strategies in strategic and effective manner (Ward, 2015). In this context they required to use their brand value, brand positioning and brand equity for launching advertisements. Without the establishment of brand affinity there can be difficulties faced in marketing communication and success of advertisement (Belch & Belch, 2015). It is also important to use appropriate communication channels and have well developed media objectives.
Slide 20: Conclusion
To conclude the 2020 'Open' advertisement by Coca-Cola has been analysed by using concept of Integrated Marketing Communication theory. There has been assessment of different factors of branding, advertisement, message delivery and communication in the presentation. There has been elaboration of strategies to be used for integration of communication channels and the message strategy and media channels used in the advertisement selected.
Slide 21: Practical recommendations
It can be recommended that advertisements need to be relevant and should be delivered through appropriate media channels.
The integration of traditional and digital media channels for advertisement and promotions can be effective for marketing of products.
It can also be recommended that recognised brands need to focus on brand extension and enhancement of their positioning strategies for better communication of the purpose and vision