Individual Assignment Coca-Cola -The Letter.pdf

Introduction Whenever we talk about Christmas commercials, Coca-Cola absolutely rings the bell.. This Christmas, Coca-Cola has created a refreshing promotional campaign, 'The Letter', wh

-THE

LETTER-Class: MKT1605

Subject: MKT 304 - Tran Ngoc Minh Nhu

Name: Nguyen Phuong Trang - SS160605

12/03/2022

Table of Contents

I About Coca-Cola 2

II Marketing Campaign - “The Letter” 2

2.1 Introduction 2

2.2 Campaign and IMC 4

2.3 Insight and Target Audiences 7

III Assessment and Results 9

3.1 Assessment 9

3.2 Results 9

IV References 14

I About Coca-Cola

The Coca-Cola Company is an American worldwide drink corporation joined under Delaware's General Corporation Law and settled in Atlanta, Georgia The Coca-Cola Company has interests in the assembling, retailing, and promoting of non-alcoholic concentrates and syrups, and alcohol beverages The organization produces Coca-Cola, the sweet beverage for which it is most popular for, developed in 1886 by pharmacist John Stith Pemberton At that time, the product was made with coca leaves

to add a measure of cocaine to the beverage, and mixed with kola nuts, which added caffeine, so the coca and the kola together gave a stimulative effect This stimulative impact is the explanation the beverage was offered to the general population as a healthy "energy", and the coca and the kola are additionally the wellspring of the name

of the product and of the company

II Marketing Campaign - “The Letter”

2.1 Introduction

Whenever we talk about Christmas commercials, Coca-Cola absolutely rings the bell Undoubtedly, Coca-Cola has been making claims for these days for a remarkably long time and every single one of them has impressed people in different ways

This year has been especially difficult for brands Incentivizing family gatherings doesn't seem to be the best thought, and brands try to exploit it without describing the situation thoroughly This Christmas, Coca-Cola has created a refreshing promotional campaign, 'The Letter', which will be rolled out around the world, in close proximity to the remarkable and beloved UK Holidays ad

Coca-Cola reported on taking on a different mission and fun TV commercials, rejuvenating the idea: 'This Christmas, give something only you can give', - empowering individuals to be truly present with each other The beverage giant aspires to elevate and unite individuals, when large numbers of us cannot truly be together (Coca-Cola has also been lost forced to drop their annual truck visit due to Covid restrictions) Premiering in December in the UK, the promo was coordinated by Oscar-winning producer Taika Waititi and produced by Wieden + Kennedy London

to Santa With the ultimate goal of giving, it to Santa for Christmas, he sets off on a fraught adventure that sees him knock his boat over, wash ashore, and climb to the surface cliffs, wade across lakes, repel mosquitoes, hike through the desert and climb behind a truck full of unstable sheep Finally, he made his way through the ice cover to deliver the letter towards the North Pole, and realized that it was 'closed' And in that moment of despair, there was a trust like Coca-Cola's giant, red, bright Christmas truck that took him home to his family After he saw his little girl, he found that she wanted him

to stay at home for Christmas

2.2 Campaign and IMC

Creativity During COVID-19

Zealand Coca-Cola and Wieden+Kennedy London set up the staff completely with local entertainers and creation teams, killing the requirement for global travel Severe COVID-19 conventions were followed to guarantee the wellbeing of everybody on location, and colleagues in Los Angeles, London and Madrid checked out the shoot by means of Zoom and shared feedback continuously

The TVC will be accessible in a longform (2:30) cut, as well as 60-, 30-and 20-second version In excess of 90 business markets - the absolute most ever for a Coca-Cola occasion crusade - are supporting the current year's program, which likewise seasonal packaging, out-of-home advertising and social media campaign, and an advanced timeline with "doors of opportunities" uniting individuals with impetuses like film tickets and feast vouchers

In "The Letter", Coca-Cola calls attention to the fact that they are not as same as the others brands They couldn't care less about you purchasing a Coke for all of your relatives They simply need you folks to be together

Integrated Marketing Communications

The integrated components used by Coca Cola employed a communications system which included television advertising, print media and banner ads The methodology used a marketing mix of advertising, direct marketing, as well as Web based interactive and social media marketing and sales promotion

Every year, there is a social media vibe around the ads, especially at Christmas Coca-Cola used the hashtag #TogetherTastesBetter on their multiple social media accounts and referred to the challenges we've faced and the ways we've overcome them together

amazements through Stories.

In some countries, Coca-Cola partnered with local influencers For instance, in Germany, Coca-Cola cooperated with Roman Lochmann - a vocalist and an Instagram influencer with 1.5 million adherents

#DasGeschenkBistDu (you are the present) hashtag.

2.3 Insight and Target Audiences

Insight

In the time of crisis (and 2020 certainly was one), we depend upon memories, looking for solace in the recollections of the better times.Therefore, the "Holidays Are Coming" and "The Letter" advertisements brings back much more nostalgia than it did during the earlier years It was shrewd and opportune for Coca-Cola to help us to remember how Christmast used to be like It's this year that families and loved ones won't be able to get together to enjoy Christmas together, the annual Coca-Cola Christmas truck has been halted, and everyone is tired, discouraged and not in a vacation mood, impacting the whole world However, Coca-Cola actually got their success Coca Cola characterized

kept the association solidly consistently in message and constructed a solid affiliation in campaign

Target Audience

Target

International

Rural

Demographic

Life-cycle stage Bachelor, singles not living at home, newly

married couples, Full Nest I and II Income Average, above average, high-income earners Occupation Professionals, students, employees,

Behavioral

Degree of loyalty Hard-core and soft-core loyals

Benefits sought Refreshment, satisfaction of habit, enjoying the

good taste, spending time with people

Personality Easygoing, ambitious, determined

Psychographic Social Class Working, middle, and upper classes

Lifestyle Explorer, aspirer, succeeder

III Assessment and Results

3.1 Assessment

What makes this ad so powerful is that the idealism displayed at the outset - the North Pole, the lighthouses, the vast expanse of snow, the Northern Lights - turns into a lovely reminder that home is always better The catchline "This Christmas, give something only you can give" is particularly persuasive It gives the crowd a sense of control - was lost

in 2020 It helps us to remember what it means to be with your friends and family so deeply What's more, the campaign averts the thought that companies have transformed Christmas into the celebration of capitalism, where the price of a present just addresses love (numerous corporate advertisements before have been crisis for showing precisely that)

3.2 Results

Do Brits love, like, dislike or hate Coca-Cola Christmas ads? Survey results by Attest show that 'The Letter' generated a stronger response than any Christmas advertisement

in 2020 Almost 60% of people choose 'I love it' and only about 3% don't really like it

income, relationship status and home owner This greatly affects the survey results, because the "The Letter" campaign is trying to bring people together, especially family members and loved ones So, it can be objectively assessed that this campaign is very successful, bringing a full message and meaning to everyone Many individuals concurred that the TVC caused them to see the value

in their family and ponder the extraordinary love among parents and kids They likewise appreciated that the film had a very 'Christmassy' feel

try too hard to win hearts Interestingly, people also criticized the ad for not recommending the product

for Coca-Cola, which can be seen missing the scenes of popping the cans with the

"refreshing" sound effects and gulping them down every sip of beverage By adopting a more unobtrusive strategy, Coke seems to be trying to connect their image with a healthy respect for family

IV References

Advertisingvietnam (2020) "The Letter": Chien dich Marketing y nghia cho mua Giang Sinh 2020 của Coca-Cola [Online] Available at:

[Accessed 12 Mar 2022]

Alina Gorbatch (2020) How Coca-Cola rules Christmas marketing: campaigns analysis [Online] Available at: https://awario.com/blog/coca-cola-christmas-marketing/? fbclid=IwAR1qzKG6ZM1ldM5ccD1iBlXEc2T_5yUT2RR2LTlhMgn-cDUh9XdB_7JYJqI

[Accessed 12 Mar 2022]

Attest, (2020) Coca-Cola’s Christmas ad steals crown in festive #adtest (Online)

Available at: https://www.askattest.com/blog/articles/coca-colas-christmas-ad-steals-crown-in-festive-adtest?

fbclid=IwAR0DsQwHPtwcDICBgx4tj_OBbvSt93taaVxEDAEP1cnfKe8ufwFSXmLwUlk

[Accessed 12 Mar 2022]

Great Britain (2020) Coca-Cola celebrates the magic of Christmas with the launch of a new Christmas advert – The Letter [Online] Available at:

https://www.cocacolaep.com/gb/news/2020/coca-cola-celebrates-the-magic-of-christmas-with-the-launch-of-a-new-christmas-advert-the-letter/?

fbclid=IwAR0xt4wCzC1H7roPrn8GcbvnmSFPONIbAB_Z5NfIS6kbLKwRDiXVXn8Z1s0 [Accessed 11 Mar 2022]

Jenny Brewer (2020) Taika Waititi directs Coca-Cola’s Christmas advert, and yes it features the light-up Coke truck [Online] Available at:

https://www.itsnicethat.com/news/taika-waititi-the-letter-coca-cola-christmas-advertising-

111120?fbclid=IwAR2TF0RJuyfkA6VwS8qW4PxlV9pMAp66w_-msbwdwsczb5QeRJou4Z4MJks [Accessed 12 Mar 2022]

The Coca-Cola Company (2020) Coca-Cola 2020 Holiday Campaign - News &

Articles [Online] Available at: www.coca-colacompany.com/news/2020-holiday-

campaign?fbclid=IwAR0UKtjxRGBmjxDrNPBQfpsd0t2-FpTfJNkmGQhu1bkkljQjB3u77nu6xCA [Accessed 12 Mar 2022]

Sarah Vizard (2020) Coca-Cola crowned this year’s most effective Christmas ad

[Online] Available at: https://www.marketingweek.com/coca-cola-crowned-most-effective-christmas-ad-2020/?

fbclid=IwAR0wYjeadN0sdc_KS6HT_6fj_KmJLu_SNfJBoXQ5aU6pfPkyhq3L9bqMtOc

[Accessed 12 Mar 2022]