Advertising Plan:

For The Coca-Cola Company 1996 Summer Olympic Games Wieden & Kennedy, Portland, Oregon
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Introduction | Situational Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

Introduction
At Wieden & Kennedy, we intend for the 1996 Atlanta Summer Olympics to be known globally as the "CocaCola Olympics." The Coca-Cola Company is the Olympic movement's longest continuous corporate partner and has been a significant official corporate sponsor of the Olympic Games since 1928. It is estimated that Coca-Cola alone will bring more than 2,000 guests to the Olympic Games in Atlanta. Our main objective at Wieden & Kennedy is for the consumer to associate Coca-Cola with the Olympic ring symbol and its representation of world peace. According to the Orlando Business Journal, seventyeight percent of adults throughout the world correctly identify the Olympic rings. One of our principle aspirations is for recognition of Coca-Cola to reach one hundred percent. We, at Wieden & Kennedy, in beginning to advertise for Coca-Cola in the 1996 Olympic Games, have developed an advertising plan. This plan was established to identify the main elements needed to execute a successful advertising campaign. In the situational analysis, we researched Coca-Cola's history, the industry, and its market. These factors helped us to determine what objectives need to be tackled. In the objectives section, we established our ultimate goal of turning a profit. For this advertising

effort, the Coca-Cola Company must budget twice as much as any other company to increase consumer awareness. Developing a strategy was fairly easy, not only because of your company's worldwide status, but because your headquarters are based in Atlanta, the site of the Games. We used several tactics to achieve these advertising objectives. An important part included in these tactics was a specific media plan, deciding where certain advertisements will be placed. Integrated Marketing Communications, developed in this plan, will also be a useful part of accomplishing our goals. A closer look at each of these topics will reveal more specifically how the advertising plan will contribute to the overall success of Coca-Cola as an official sponsor of the 1996 Olympic Games.

Situational Analysis
At Wieden & Kennedy, we believe that our clients deserve the very best. How are we going to ensure that you, the Coca-Cola Company, receive the very best? We have designed this plan to do just that. First, we have started by trying to understand your company better. In this analysis of your situation, you will find that we appreciate all that the Coca-Cola Company was, is, and can be. Historical Context: While no situation is exclusively new, we would certainly say that your present position, of looking to advertise for the 1996 Summer Olympic Games, is definitely unique. Though the Coca-Cola Company has sponsored the Olympic Games since 1928, the Games have never before been held in Atlanta, Georgia, your corporate headquarters. In beginning to advertise your 1996 sponsorship, we need to look at your Company's history to get a better idea of how you came to the position you are in presently.
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May 8, 1886 - Dr. John Pemberton, a pharmacist, invented a tasty syrup in his backyard in Atlanta - what is now known as Coca-Cola.

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Coke was sold at Pemberton's local pharmacy for 5 cents a glass. Newspaper advertisements appeared in the local newspapers inviting the "thirsty to try the new soda fountain drink." This advertising really paid off, and Coca-Cola was selling 3,200 servings in 1886 alone (average 9 drinks a day). Pretty impressive for a local drink concocted in a backyard! In 1891, Asa Candler bought the small company for $2,300 and made the soft drink available throughout the USA and Canada. By 1895, Coca-Cola was widely promoted into "every state and territory in the United States." In 1893, "Coca-Cola" was registered officially in the U.S. Patent and Trademark Office. Since then, the company has extended its trademark and patent rights to cover everything from "Coke" to "Sprite" and "TAB". Candler sold the United States bottling rights in 1899 to Benjamin Thomas and John White who created 1,000 bottlers all over the U.S. using the famous Coca-Cola contour bottle design. The Candler family sold the Coca-Cola Company to Ernest Woodruff in 1919 for $25 million. The company also began issuing stock in this year. The Coca-Cola Company "manufactures, markets, and distributes soft drink concentrate and syrups, other fruit juice products, ready-todrink teas and coffee beverages." The soda can now be purchased in over 200 countries across the world and is the world's largest soft drink company. It is now served nearly 1 billion times a day...a far cry from 9 per day in 1886! As mentioned earlier, the company has been involved with the Olympics since 1928 - 14 Summer Games and 3 Winter Games. "As a Worldwide Sponsor for the 1996 Summer Olympic Games, you have received the rights from the International Olympic Committee to market yourselves worldwide in association with the four years of the Olympiad. During this time, you may use all Olympic symbols and trademarks. And you have exclusive rights within your category - soft drinks."

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The Coca-Cola Company is under a contract to sponsor the Olympics through the 2008 Games. Your mission: to maximize shareowner value over time. In order to do this, you have established the need to create value for all constituents you serve, including your consumers, your customers, your bottlers, and your communities. To create this value, you have implemented a six key belief strategy: 1. Consumer demand drives everything we do. 2. Brand Coca-Cola is the core of our business. 3. We will serve consumers a broad selection of the nonalcoholic ready-to-drink beverages they want to drink throughout the day. 4. We will be the best marketers in the world. 5. We will think and act locally. 6. We will lead as a model corporate citizen.

Industry and Market Analysis: It is important to also analyze the industry and market to which you belong. This section helps us to determine the objectives and targets our advertising needs to consider. It focuses on the beverage industry (with an emphasis on soft drinks) as a supplier to the consumer demand. Because this plan is more specific to Olympic advertising, it will concentrate mostly on the Coca-Cola industry's supply and demand.
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Coke sells its products to consumers all over the globe, so it is crucial that we use demographic information to target your potential market in each of the various worldwide locations. One way you can take advantage of your size and reputation is by forming alliances with other big companies and running promotions together. This has obviously been a key strategy for your worldwide market, as the Olympics are viewed by billions of worldwide consumers every two years. Coca-Cola's massive profits, increasing growth rates and market dominance place it among one of the most successful companies worldwide. There is low volatility in the beverage industry's business cycle. Beverages are consumer

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essentials and are frequent purchases, so they are generally less sensitive to declines in business activity. We understand that Coca-Cola's considerable profits from foreign ventures render it volatile in the foreign markets. You cater to five geographic groups. "The North America Group consists of the United States and Canada. The Latin America Group includes Central and South America, from the tip of Argentina to Mexico. The Greater Europe Group stretches from Greenland to the Far East of Russia. The Africa and Middle East Group comprises the Middle East and the entire continent of Africa. The Asia Pacific Group has operations from India through the Pacific Region including China, Japan, and Australia." Carbonated beverages have been the No. 1 consumer beverage choice since 1977. Consumers buy an average of 843 million servings of Coca-Cola products worldwide every day. "About two-thirds of the company's sales and over three-fourths of its profits come from overseas." In the United States alone, Coca-Cola has over 40% of the market. You have the most well known trademark, market dominance, finances to handle economic turbulence, international success, strong managerial support and continuous drive toward perfection.

Competitor Analysis: In any marketing situation, it is important to evaluate the competition. With this particular endeavor, however, Coca-Cola has been chosen as the "Official Soft Drink of the 1996 Summer Olympic Games." Although your company is in a class by itself, we understand that your competition will strive to compensate for their lack of Olympic advertising through other promotions. This is why we analyze the competitors. We also understand that your company is competitive with the entire beverage industry as a whole. Your main competitor, however, will be

analyzed here because we are simply advertising your product, Coca-Cola, as the "Official Soft Drink of the 1996 Summer Olympic Games."
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There is a constant battle for "pouring rights" at Universities around the United States. Your company is continuously promoting your Sprite product to battle with PepsiCo's 7UP. Sound familiar...? "We don't manage the business by looking in our rearview mirror, and they're in our rearview mirror." - Coca-Cola President Doug Ivester comments on PepsiCo's internal shuffle to reach 50 percent market share by the year 2000. PepsiCo's current strategy for its flagship brand is a $125 million promotion dubbed "Pepsi Stuff". The idea is to get consumers to drink more Pepsi so they can collect points and trade them in for prizes. "In 1995, Brand Pepsi lost two-tenths of a percentage point in market share." "Coca-Cola Classic, however, grew four-tenths of a percentage point in 1995." Your competitive industry uses every opportunity to advance upon each other. You often compete directly with one another, so you have similar products and prices.

Objectives
Advertising Objectives During the Olympic Games:
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In accordance with your mission, our ultimate objectives of this advertising plan are to increase volume, expand your beverage sales worldwide, maximize your long-term budget, and to create value from improved economic profit. To maintain your position as the top company in the non-alcoholic beverage market, by placing your product in the right market at the right time. To target such advertising objectives as beliefs

and attitudes in the morality of a worldwide event by your sponsorship of the Olympic Games, and by your becoming the Olympic torch's official presenter, spreading good cheer, good will, and good business on its tortuous route across the country. As your Chief Marketing Officer requested, we will make "Olympic fever" the cornerstone of our strategy to justify our high stock price. To increase brand awareness universally by airing up to seventy different commercials just once in prime time during the Olympics on NBC, as well as, all over the world. The main purpose of each of these commercials will be to present your product as "refreshment." Brand awareness for the 1992 Olympic Games was only 12%, so our goal for 1996 is "to make Coke all over the world." To target brand loyalty, we intend to plot marketplace activities at Coke's Olympic City in Atlanta, promising a more targeted approach to your "Always" ad campaign for Coke Classic. To increase sales of products beyond Coke Classic by creating new graphics for Diet Coke and Cherry Coke, more flavor extensions for Fruitopia and PowerAde, and to increase emphasis on the Coca-Cola Pin Trading Society. We will enhance the value of your investment and enhance the value of your brand.

Budgeting
Methods:
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Of the possible budgeting methods, we at Wieden & Kennedy believe that the objective-and-task approach best meet the qualifications of this ad campaign. This method begins with the stated objectives for an advertising effort. As mentioned, goals related to production costs, target audience reach, message effects and behavioral effects are addressed. By doing the aforementioned, we will

use our objectives to achieve the best results. Amounts: We will spend anywhere from $400-$600 million on the 1996 Olympics Campaign. This includes:
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1/2 of Coke's entire1996 U.S. advertising budget on the Olympic games 1/4 of Coke's entire GLOBAL advertising budget on the Olympics

Some "break outs" of the U.S. 1996 Olympic Advertising Budget:

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$40 million to the International Olympic Committee (IOC) as a required sponsorship fee to remain a TOPS partner (The Olympic Partners program) $20-40 million on the 12 acre "Olympic City" Theme park in Atlanta $12 million (of the total $20 million spent) to sponsor the Torch Relay $62 million to NBC to broadcast commercials

Strategy
At Wieden & Kennedy, we plan to use the strategies that follow to achieve your company's objectives. "Fan-Based" Strategy:
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For the 1996 Olympics we want to use a "fanbased" strategy targeted at aspiring athletes vs. sport celebrity advertising, i.e., viewing the world's most important athletic events through the eyes of fans vs. individual sport celebrities endorsing the product as they had in the past Olympics. Theme - Since 1927, there has been a constant..."Athletes, Fans...& Coke" This year, Coke will use Just-In-Time (JIT) advertising in 1996 by matching commercials to the theme-of-the-day and

the latest Olympic news or event "Big Blitz on its Home Turf":
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Coke's world headquarters is in Atlanta, the site of the 1996 Olympics. Thus, your company is in the ideal location to spend large sums of money and have immediate access to locally based resources.

"1996 Olympic Torch Relay":

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We decided to spend $12 million to sponsor the "Torch Relay" because it would be the venue that would readily allow achievement of several marketing objectives: The route covers 42 states, 15,000 miles and is within 2 hours from 90% of the U.S. population Exposure to millions of people along the route itself...5-6 million people 3 stops a day in many towns & cities that will cover the event in newspapers and on local television Nightly NBC torch relay updates Per Sergio Zyman - "This will effect people on an emotional level to cement a lifetime bond . . . when people see the torch relay and see American flags, Coke products, they will get a swell of pride that will "associate" the Olympic Torch with 'brand' loyalty of Coca Cola."

Execution
Copy Strategy: Wieden & Kennedy will base its execution of CocaCola's advertising campaign in the 1996 Atlanta Olympics on the main objectives previously stated. We plan to increase volume, expand beverage sales

worldwide, maximize a long-term budget, and to create value from economic profit for shareholders. We have developed various tactics to help Coca-Cola achieve these objectives. Our methods involve strategic media planning as well as extensive integrated marketing communications in the city of Atlanta. Media Plan: Wieden & Kennedy will create a media plan for CocaCola during the 1996 Atlanta Olympics that will determine exactly where each of the particular advertisements that we create for you will be placed. Our agency will use all types of mediums to advertise Coca-Cola. We will design numerous billboards, radio and television commercials, magazine and newspaper advertisements for Coca-Cola during the summer of 1996. Some figures that Wieden & Kennedy predict for CocaCola during the 1996 Olympics:
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70 advertisement billboards 325 street-pole advertisement banners Four-dozen kiosks selling Coca-Cola products on downtown streets Advertising in 9 MARTA stations in Atlanta Worldwide advertisements in 135 countries with a total of at least 88 separate commercials

Integrated Marketing Communications: In addition to using these types of advertising, Wieden & Kennedy will also incorporate extensive integrated marketing communications into our Olympic advertising plan for Coca-Cola. Some of our main IMC projects for Coca-Cola will be: Olympic Torch Relay
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This relay will be the longest in Olympic history, stretching 15,000 miles across the country. Coca-Cola will provide 2,500 people with the chance to nominate someone special in their lives to be one of the torchbearers (500 torchbearers will be from outside the USA). This event will get people involved and excited about the Olympics before the games begin, as well as establish the company's involvement in

the games. Coca-Cola Olympic City

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The purpose of this is to build on the spirit and the excitement of the games while also bringing refreshment through our sponsorship, to the fans. The park will be designed to give fans a hands-on experience of what it is like to be an athlete in the Olympics. Examples of the activities that will be available are a chance to walk on a balance beam, shoot a basketball against a virtual Dream Team, or run in a virtual 10-yard dash against Florence Griffith Joyner. We expect some 500,000 visitors to visit the Coca-Cola Olympic City before and after the games, and another 350,000 during them. Coca-Cola products will be advertised and sold throughout the park. There will also be a 165 ft. coke bottle at the center of the park as well as Multi-site Coke Vending Machines with cooling water mist sprays to cool fans off as they quenched their thirsts.

1996 Olympics Games Pin Society

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We will design several Coca-Cola 1996 Olympic pins to be sold/traded. Coca-Cola will sponsor pin-trading centers at various locations where fans can buy and trade Olympic pins.

Evaluation
We, Wieden & Kennedy, understand that you, CocaCola, will be evaluating our progressive attempt at advertising your brand as the official soft drink of the 1996 Summer Olympic Games. We understand that we will be graded based on the criteria set before us

prior to the advertising plan creation. This agreement recognizes that you have specific requirements to define our success on this project. Included in these requirements are: an increase in brand awareness, promotion of the symbolism between the world peace of the Olympics and the worldwide Coca-Cola Company, and finally an overall increase in the profit margin experienced by your company. Our staff at Wieden & Kennedy will begin work on this plan immediately and we intend to begin our promotions as requested by you, the client, on May 19, 1996 - two months prior to the opening ceremony of the Games. We understand that you have the right to dismiss our agency at any time during our efforts if the agreed upon requirements are not met. We would like to thank you for the opportunity you have presented to our agency. It is our pleasure to be working for the top soft drink beverage company in the world, and our commitment to you can be summed up in one word: ALWAYS.

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