DRAFT: This module has unpublished changes.
DRAFT: This module has unpublished changes.
During my senior year at Georgetown University, I participated in a
nation-wide AAF competition for college students. Our
objective was to create an integrated advertising campaign for
Coca-Cola to better target the 13-24 year old segment in order to
1) Increase consumption incidence and 2) Strengthen brand
favorability.
My colleagues and I decided to focus on strengths of the brand, namely the emotional and rational appeals, and identified lack of recognition as a serious problem facing this generation. With this in mind, we chose to position Coke as a form of recognition in itself as well as a means to "reCOKEnize" others for their daily acheivements.
I have included a few creatives that my team and I developed. Enjoy.
My colleagues and I decided to focus on strengths of the brand, namely the emotional and rational appeals, and identified lack of recognition as a serious problem facing this generation. With this in mind, we chose to position Coke as a form of recognition in itself as well as a means to "reCOKEnize" others for their daily acheivements.
I have included a few creatives that my team and I developed. Enjoy.
DRAFT: This module has unpublished changes.
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