Coca Cola Advertise Strategy - PDF

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					   The Coca-Cola Company
     Overview of Company Products,
  Programs and Policies toward Children

                  Abby Rodgers
Vice President, Wellness Strategy & Communication
 The Coca-Cola Company sells 50+ brands in a
variety of beverage categories in North America
                      Our Core Brands in the US
 Soft Drinks                      Non-Carbonated Beverages




               Two consumer needs are Innovation Priorities

     Reducing Calories                   Adding Nutrition
      U.S. Wellness Progress Report - Children
                                Products

  Reducing Calories          Portion Control            Adding Nutrition
  • Light versions           • Kid-Friendly sizes       • Mom-Friendly Products
  • Total Calorie Labeling
    on Single Serve




              Programs                                    Policies

Nutrition Education:                        Schools:
  • The Wellness Guide                        • Council for Corporate & School
  • Beverage Basics                             Partnerships
  • On package                                • Model Guidelines for School
Active Lifestyle                                Beverage Partnerships
  • Triple Play                             Marketing to Kids:
  • Live It!                                  • Do not advertise CSDs on Children’s
  • Copa Coca-Cola                              TV
                 Children <12 consume a variety of beverages
                       but primarily Milk, Juice & Water
               Milk, Water and Juice Consumption Exceeds 50+% across all Age Groups

           100%


             90%
                                                                                            27%              Milk
                                                                 37%               34%
             80%                 46%
                                                                                                             Bottled Water
             70%
                                                                                            13%
                                                                                                             Fruit Juice
             60%                                                                   10%
                                                                 10%
                                                                                            11%
                                 10%                                                                         Sports Drinks
             50%
                                                                                   15%       3%
                                                                                             5%
             40%
                                                                 21%
                                                                                   2%                        Diet CSD
                                 19%                                               3%

             30%                                                  1%
                                                                  2%                        19%              Regular CSD
                                                                                   14%
                                  1%                              8%
                                  3%
             20%                  5%                                                                         Fruit Drink
                                                                  8%               8%        7%
                                  4%
             10%                                                                                             Other Beverages
                                 14%                             13%               14%      15%

               0%                                                                                     (% of Total Consumption excl.
                                Under 2                          2 to 4            5 to 8   9 to 12      Tap Water over a 1-Wk
                                                                                                                 Period)
Source: TNS NFO’s Electronic Share of Intake Panel, 2004 USA. Excludes Tap Water
       We recently conducted consumer research to
      understand Parents’ opinions about advertising
How do you feel about each of the following beverages being advertised to your child?
                [Cumulative % represents “I Approve” and “It’s OK”]
                                                                              I Approve              It’s OK

                                                                   Age 3-7                                      Age 8-12


                   Milk/Yog. Drinks                                      85     95%                                     85        95%


                   Bottled Water                                         83     94                                      86        95


                   100% Fruit Juices                                    81      96                                      85        95


                   Fruit Drinks                                  55            89                                  62         90

                   Sports Drinks                          25             61                                   43             80


                   Bottled Iced Tea                         12           59                                32                77

                   Reg. CSDs                              5         44                                   20              68

                   Diet CSDs                               6       38                                   17              58
 *   Full scale: I APPROVE (no reservations); IT’S OK (It’s harmless relative to other things advertised today); I DON’T APPROVE;
     IT DEPENDS (on the ad’s message); IT DEPENDS (where the ad is shown)
                     Parents are interested in TCCC and others
                              playing a proactive role
                                                                                      Age 3-7                                             Age 8-12

          Interest in TCCC playing a
          role1

                Extremely                  Ext/very                                         32% 52%                                         34%                  57%




          Whether TCCC can play a
          positive role2

              Definitely              Def/Probably                                         28               60                                      31             60




1   Question: How interested would you be in TCCC playing a role to help you raise good child’s awareness of health and wellness? (Scale: 5 = extremely interested; 1 not at all interested)
2   Question: Can advertising by TCCC play a positive role in educating children about health and wellness (Scale: 5 = definitely play a positive role; 1 = definitely not play a positive role
 We look forward to working
  together to support parents
teaching their children to make
     good lifestyle choices

         - Thank you -

				
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