Coca-Cola Life

Advert Proposal

What is Coke Life?

Coke Life is the new Natural Sweeteners soft drink by the Coca
Cola company.
It focuses on the more natural ingredients in most of its
advertising as a focal point of the product, stating it is lower in
calories than regular Coca Cola.
In terms of current product profitability, the product has been
grossing rather healthily for Coca Colas goals; or as Marketing
Week has put it;
Sales figures from IRI show that since the introduction of the
new product in August 2014, the Life brand has grown into a
28.9m business. The line currently represents 2.43% of the
total Coca-Cola portfolio.
And Coca-Cola says it is pleased with the products
performance so far, pointing out that it is helping the brand
reach its target of shifting consumers to lower and no calorie
alternatives to Coca-Cola.
(As reported by Marketing Week, 2015)

Who is our client?

Coca Cola is the famous soft drink production
company, one of the most successful and well
known brands in both the soft drink industry and
the world.
However, their products have been linked to
several health concerns in the past years, and
despite their continuing success the companys
image could still be seen as unhealthy.
Therefore the biggest focus of this advert is to
convince the audience of the healthier new
products of Coke.

Advert Proposal
The advert begins with a man wandering into the woods with two
drumsticks, the man sits down and begins air drumming to the music
in the background, then takes a sip of Coke Life and ending with the
slogan The Coke side of Life.
The advert is to link the Coke Life brand with more natural
atmosphere and iconography, and promoting youth culture, targeting
the 16-25 audience through the themes of artistic expression.
The Coke brand has a lot of links too more unhealthy habits in
popular culture, so this advert hopes to rectify that by advertising
the new product with the calm and healthy imagery of nature,
advertising the new unique selling point for the new product line.
The advert primarily uses green to link more thoroughly with the
natural side of the product, and use the similar branding of the
product itself, the music was a choice based on the active and youthbased audience for the new product.
As a Proof-of-concept a test advert has been made with the same
concept and script, located at the link;
https://youtu.be/T2Dq-zaJbvI

Target Audience
Research has shown that the target audience (as found by these
questionnaire results) is primarily Artist/Students at around the ages
of 16 25, the advert should focus on artistic and cultural expression
and should remember to use natural imagery to promote the natural
sugars in the product.
Statistics have also shown that the UK soft drink market is making a
shift to more healthy or low-calorie options, making Coke Life a
potentially well competing product. For exact statistics;
14.8 billion litres of soft drinks were consumed in the UK
The UK soft drinks industry is worth 15.7 billion
Consumption of bottled water was up 9.3% and value sales up over
10%
Volume of still flavoured water increased by 16.4% to over 250
million litres
49% of carbonates sold in 2014 were low and no calorie
(As reported by the BSDA, 2015)

Budgeting
The budget will primarily be based on advertising
rates for the UK television channel ITV, so basing
it off of our audience, let's see what sort of timeslot we will be needing, and how much that'll cost.
So, considering our audience is mostly students
and artists it's safe enough to assume a large
time slot, possibly based more around late
afternoon to night considering the average time of
lessons for students, so focusing more on the
21:30 to 23:05 periods, totaling up all regions
leaves us with the result of 71,500 for both slots,
and finally times that by two per time slot gives
us an end cost of 143,000, adhering to a focus
on beverages in the movie time slot, a good link

11:00

18:4
5

19:3
0

21:3
0

23:0
5

ITV
regio
n

Daytime
This
Morning

Early
Evenin
g
News

Corona
tion
Street

Movie
or
Dram
a

Late
Night
Movie

Anglia

480

2,95
0

3,74
0

5,17
0

1,18
0

Meridi
an

650

3,97
0

5,03
0

6,51
0

1,59
0

Londo
n

1,690

6,51
0

11,4
90

13,2
70

2,77
0

Centra
l

850

5,34
0

9,09
0

16,5
40

1,53
0

HTC
W&W

410

1,97
0

3,34
0

3,25
0

570

West
countr
y

110

700

1,19
0

1,12
0

200

Scotla
nd

450

2,42
0

3,75
0

3,28
0

580

Grana
da

620

3,24
0

5,47
0

4,19
0

1,08
0

Border

50

230

390

350

80

Yorksh
ire

500

2,61
0

4,40
0

3,93
0

870

Tyne
Tees

220

1,16
0

1,95
0

1,70
0

390

UTV

Coca-Cola Life
participating

Thank you for