Table of Contents

Companies History............................................................................................3
Industry Analysis............................................................................................4-5
SWOT Analysis....................................................................................................6
Current Positioning.........................................................................................7
Problem to Address .......................................................................................7
Brand Strategy Statement..........................................................................7
Consumer Profile..............................................................................................8-9
Creative Brief......................................................................................................10-14
Print & Digital Advertisments.....................................................................15-16
Programmatic & Native...................................................................................17
Script & Storyboard for TV...........................................................................18-21
Social Media Strategy....................................................................................22
Promotional Event...........................................................................................23

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Two Rich Traditions
Dove Chocolate is known as a silky, creamier chocolate made

with quality ingredients that evoke “me time.” In the 1950s,

Greek-American, Chicago candy store owner, Leo Stefanos, developed

the Dovebar out of concern for his children’s safety running after local ice

cream trucks. The ice cream was hand-dipped in premium chocolate and

named after his candy shop, chosen for its “peaceful” quality. However,

it was the owner’s son who grew the Dove brand into success and it soon

became part of another family of expert chocolatiers.

When speaking of gigantic brands that have dominated their

respective industry for decades, few compare to the dominance

of Coca-Cola. Through marketing and advertsing genius as well

as a consistent and well distributed product, Coke has

solidified itself as a winner. Diet Coke, in particular, has

its own power wihin the diet cola market. The first version

of Diet Coke debuted in 1982. The very next year, the

company released a caffeine-free Diet Coke, and a cherry-

flavored variety followed in 1986. This century, several

more flavors have joined the family, including lemon,

vanilla, lime, black cherry, and raspberry.

3
 Industry Analysis
The soft drink industry has been one of the most profitable industries in the world. Since

its inception, people have craved and consumed the fizzy beverage. It is part of pop

culture and bleeds into many other industries. There are two main companies in the soft

drink industry: Coca-Cola Co. and PepsiCo.Coca-Cola owns around 40% of the market

share while Pepsi owns about 30%.Coca-Cola has been the leader for decades because

of its top notch branding, marketing, and positioning. Pepsi, the second most-successful

company, has tried for decades to create quality marketing to become number one, but

has yet to do so. Consumers are very passionate about the brands they enjoy and are not

easily swayed to try new lines of products.

There have been many attempts by major soda brands to be innovative to maintain

consumer’s attention. Drinks such as Green Tea Coke, Pepsi Blue, and LaObamas Black

Garlic have attempted to amaze consumers enough to garner increased awareness.

However, a majority of these oddly-flavored products have a limited lifespan as they are

too far-fetched for consumers to purchase once, let alone more.

The chocolate industry is another multi-billion sector that includes two main

manufacturers: Mars, and Hershey’s. Hershey’s owns about 45% of the chocolate market,

with Mars in second at 30%. Dove Chocolate, which is owned by Mars, is one of the

best-selling chocolate production companies every year. Their competitors are Lindt,

Hershey’s, and Nestle. There have been several success and failures when it comes to

introducing new flavors. Some items, such as Sweet Potato Kit Kat and Carrot Cake

M&M’s, have performed very poorly. On the other hand, chocolate products containing

bacon, different kinds of salts, and spices have all sold very successfully.

4
 Approximate Number of Americans That Drink Diet Coke
(2011-2016)
Autumn 2011

Spring 2012

Autumn 2012

Spring 2013

Autumn 2013

Spring 2014

Autumn 2014

Spring 2015

Autumn 2015

Spring 2016

Autumn 2016

Spring 2017

0 5 10 15 20 25 30 35 40 45 50

Number of people in millions

Courtesy: statista.com

As seen in the graphic above, the total number of Diet Coke sales has consistent-

ly decreased over the last few years. This trend has been seen throughout the soda

industry and is a real challenge for Coca-Cola to overcome. By introducing flavors

including lemon, vanilla, lime, black cherry, raspberry, and now chocolate, Diet Coke

can position itself as the zero-calorie and zero-guilt indulgence.

5
 S.W.O.T. Anaylsis
Strengths
• Dove Chocolate and Diet Coke are
well established brands with strong
consumer recognition
• USP: Coca-Cola is the worlds
largest beverage company with Diet
Coke being the #3 beverage brand
in the United States
• Consistent and high quality
• No Sugar so safe for health
conscious and diabetic people.
Opportunities
• Leverage successful, established
brand in Diet Coke
• Advertise more
• Buy out competition
• More brand recognition
• New product
• Potential to tap into a health
conscious yet taste focused market.
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Weaknesses
• Poor sales and discontinuation of
cooperative products in the beverage
industry in the past. (i.e. Coke Blak,
Sprite Remix)
• Elegance of Dove Chocolate is not
attractive to a male demographic.
• Price of product
• Niche product for a niche market
Threats
• Unilever Dove is not a direct
industry competitor, in the mind of
consumers the soap is recalled first
and creates unfavorable associations
with Dove Chocolate
• Mars is the top international brand
for candy but Hershey’s dominates
the US market for chocolate sales.
Current Position
Dove Chocolate Diet Coke is the luxury soda option. It will make you feel high

class, knowing you are consuming a diet beverage that still has a rich, chocolatey

flavor meshed with the most popular soda ever, Coca-Cola.

Problem to Address
The problem is the tendency for new soda products to fail extremely
fast, and many of these products do not even make it out of the
testing process. We need to gather enough support for the product to
show that it will succeed if it were to be released publicly.

Brand Strategy Statement

Dove Chocolate Diet Coke is a taste of luxury that combines the pre-
mium quality of Dove Chocolate and the ageless, classic taste of Coke.
Its decadence fuses these two brands to create a rich offering for the
high class, while containing diet soda qualities that make the right
decision for any health-conscious, chocolate-loving soda drinker.

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 Meet Patricia,
Patricia Johnson is a 58 year-old woman

born and raised in the suburbs of Atlanta,

Georgia. After a successful career in

the C suite of a technology firm making

$200,000 annually, she retired several

years ago.

She currently remains in an upper-class neighborhood in the suburbs

of Atlanta. Since she is retired, her main focus is putting smiles on her

grandchildren’s faces at all times. Patricia is very much a family woman, but makes

time for a social life as well. She enjoys playing golf and mingling with friends at

the neighborhood recreation center. Overall, Patricia lives a simple, slow-paced life

and that is just how she likes it.

Patricia has another hobby besides golf: baking. Since she could hold a

spatula, her mother and grandmother taught her all of their tips and tricks and

allowed her to be creative and express herself through baking. She still has a

passion for combining uncommon ingredients and creating something delicious.

Her craving for culinary innovation needed to be satisfied one day when

her beloved grandchildren came over for the day. The children had a sweet tooth

for chocolate and insisted Patricia whip up something for them. She did not feel

like making a trip to the grocery store, so she decided to only use ingredients she

already had in the house.

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After looking around for a few minutes, she realized she had the correct ingredients

to make a cake. However, Patricia could not find chocolate. Then she remembered

that when she went to the grocery store last, she picked up a new product that

intrigued her: Dove Diet Coke. Patricia has always loved the classic taste of Coke,

as well as the rich flavor of Dove chocolate. She bought a pack to try because she

enjoys both of the brands so much. She thought to herself for a second, and decided

to use Dove Diet Coke to add a chocolatey flavor to the cake.

When the cake was ready to eat, she was not sure how the grandchildren

would react. However, after the first bite, they were amazed and could not get

enough. She was ecstatic that Dove Diet Coke saved the day!

PYschographics At A Glance

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Creative Brief
Current Situation
With the introduction of Dove Chocolate Diet Coke, we need to bring market aware-

ness to the product. Dove Chocolate Diet Coke is a new product on the market, so

our mission is to create a market for chocolate infused soft drinks, and then fill that

market with Dove Chocolate Diet Coke.

Consumer Problem
The consumer needs a high class, special occasion, type of drink that is familiar, but

still new and interesting. The consumer wants a product that they can drink and

feel decadent, without actually being so.

Rational Side: Consumers want a great tasting beverage at a low cost

Emotional Side: Consumers desire a beverage they can drink and not feel guilty

about. The general public knows that soda is unhealthy and therefore associate it

with ignorance and obesity, but still desire that sweet beverage they can enjoy, with-

out being seen in the same light.

Swot Analysis Brief

Strengths: Well-known brand image from Coke and Dove; great taste;
Weaknesses: Price; Self competition; Niche market
Opportunities: New product; New market; health-conscious
Threats: Other chocolate infused beverages; Health foods; coffee beverages

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Advertising Objective
Our objective is to capture 5% market share of the U.S. diet soda category by the

end of year one of campaign launch. We want to create buzz and public knowledge

of a sophisticated yet accessible drink for the older generation of Dove and Coke

fans. This group of 50+, die hard Coke and Dove brand loyalists will be the bulk of

the CPM for initial sales, but will move to the 18-35 demographic with the imple-

mentation of our social media plan.

Marketing Objective
Our marketing objective is to reach 50% brand awareness of Dove Chocolate Diet

Coke by the end of year one of the product launch.

Brand Strategy Positioning

The positioning for this product will be “Liquid Luxury,” for the sophisticated

woman. Dove Chocolate Diet Coke is a high class, affluent beverage for the older

generation. This beverage comes with the right to drink it. It’s the beverage for

the proud coke fan, who grew up with Coke in her house. It’s for the woman who

worked to get where she is today and wants the perfect beverage to compliment her.

The beverage that will also appeal to dove loyalists by being something smooth and

decadent tasting, without actually being so. It’s the drink that you can purchase

and know you’re making the right choice. Dove Chocolate Diet Coke is something

sweet, tasty, smooth, and refreshing like other sodas on the market, but without the

sugar.

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 Target Audience

Demographic Facts
EFemale
EAge: 50+
EGrandparents/older parents
ERetired
EIncome: $40,000+ a year
ECollege graduate; worked for years and has recently retired. Has saved up
through the years of work either through a retirement plan, or has minor savings
supplemented by social security, allowing for the slightly higher price for the higher
class drink
EReligious affiliation: Christian
ERace & Nationality: Caucasian

Psychographics (VALS)
Achiever
Experiencer
Fashionable
Very sociable
Spontaneous Shopper

Relationships
• Our campaign plans to rely on “the old coke” fanbase in order to stimulate the
product’s awareness amongst a younger demographics (children, grandchildren,
etc...). Think back to grandma giving little Timmy a coke at the family
gathering and saying “don’t tell anyone” with a smile.

• This utilization will spark a new image of coke in the next generation of
consumers, one that is a high class and a crucial part of the family experience.

• Our target falls into the buyers and influencer segments. This is a product that
Grandma will buy while at the store and then tell her grandchild to only drink
one. This relation will harken back to this younger generation as they grow into
the next wave of consumers.

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Competition
Direct competition: Other Coke and Dove chocolate brand products; Chocolate
milk companies; chocolate infused alcoholic beverages; Coffee brands and Starbucks

brand retail items.

Indirect competition: Hershey products, snack cakes, baked goods, health foods
and drinks

Creative Strategy
Our USP is “social transcendence,” the consumer will have a feeling of high social

class, luxury, and delicacy when drinking Dove Chocolate Diet Coke. This is done by

providing advertisements in magazines such as: Better Homes and Gardens, Vogue,

and Time; a quick video advertisement broadcast on television networks like HGTV,

Lifetime, and Food Network; an Instagram “Taste Excellence” trending media

campaign; and a special promotional “Chocolate River Cruise” event.

The Brand Promise

Dove Chocolate Diet Coke is the drink
for a high class consumer.

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 Creative Brief Cont.
Main Idea
The main issue with Dove Chocolate Diet Coke is introducing a brand new product from

not one, but two already familiar brands. Fortunately the Coke and Dove brands are great

allies to assist with sales. Dove Chocolate Diet Coke is the beverage for the high class.

Drinking Dove Chocolate Diet Coke isn’t just another sugary soft drink it’s two of the most

classic brands in their markets teaming up to bring sophisticated people, a sophisticated

treat.

Call to Action
We want consumers to feel relieved that they finally have an option for a sweet treat, without

the negative attributes associated with it. With Dove Chocolate Diet Coke being a new

product, we must also focus on making audiences aware of the product by utilizing the reach

of both brand’s positioning in their given markets.

Net Impression
The consumer will conclude that Dove Chocolate Diet Coke has all of the flavor of a

decadent, and sophisticated beverage, without the sugar.

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Full-Page Print Ad

15
 Outdoor and Digital Ads

Bus Stop

Billboard

Spotify

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Programmatic & Native Adverts
Our team plans on utilizing traditional media and non-traditional media.

Traditional media will include billboards and radio ads on classic rock stations. The

non-traditional media will include a strong social media presence and other media

strategies. Our main social media platforms will include AARP Online Communities

and Instagram, but other sites like Pinterest and People.com..

Lastly, we will utilize programmatic native advertising.These ads will show up on

sites that people 50-years-old and up frequent, such as Forbes, AARP, and HGTV.

Programmatic advertising helps automate the decision-making process of

media buying by targeting specific audiences and demographics.

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 Script For Video
Grandma Knows Best
(60 sec.)
VIDEO Time AUDIO

Grandma preparing food on 0-10 SFX: kitchen noises, clanking, etc.

countertop in kitchen. GMA VO: “The kids are going to love my new Dove Chocolate
Diet Coke… I won’t even have to make dessert!”

Family sitting on couch in the living 10-15 SFX: television audio in the background
room.

Grandma in kitchen with an array of 15-25 SFX: kitchen noises, clanking, etc.
food before he. She calls out. GMA: “Dinner’s ready!”

Family sitting in living room, 25-30 SFX: television audio in the background
unfazed.

Grandma takes picture of dinner 30-40 SFX: camera shutter noise, sent text noise, etc.
with Coke in the background. Sends GMA VO: “This should get their attention.”
picture to family.

Family on couch take out their 40-45 SFX: cell phones dinging, phone noises.
phones and look with shock, they FAMILY MEMBER 1: “Grandma got the new Dove Chocolate
scramble to the kitchen. Diet Coke.”
FAMILY MEMBER 2: “No way!”

Family all sit down at table for 45-50 SFX: plate clanking, chairs moving, dinner table conversation.
dinner.

Grandma sips Coke. 50-60 GMA VO: “I’m really glad to spend time with the family.”

Fade to black

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Storyboard

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 Social Media Strategy
The Social Media Campaign for Dove Chocolate Diet Coke will rely on the combination of
Instagram and Youtube. We will build upon the already existing campaign “share a coke”, but add
a twist. The tagline “Liquified Luxury” will be the perfect marriage of both the Coke and Dove
brands into a single, unified social media movement. With Liquified Luxury the consumer will
be encouraged to take a picture of themselves enjoying a Dove Chocolate Diet Coke with a friend
to be entered into our promotional event giveaway. This will not only encourage the purchase of
Dove Chocolate Diet Coke, but also bring awareness to the new product. Instagram is the social
media platform to use because of its user friendly interface and it’s trackable hashtag system. The
awareness that Youtube provides will spark interest in the product from younger consumers and
older consumers alike.

Consumers ages 18-35 (research shows that this is the highest demographic of Instagram users
making up 25.2% of 200 million daily users and 700 million monthly users), will find the product
on the app, while the older demographic of people are incentivized to spread the images and engage
with new technology by watching news and embedded content from Youtube on some of their more
frequently visited sites (NY Times, Fox News, The Washington Post). This ad technique will also
lend to the positioning of the Dove Chocolate Diet Coke brand as a sleek and modern product for a
sleek and modern brand.

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 Promotional Event
“Cruise with coke”
This promotion revolves around trial of and experience with the extention of the
Diet Coke and Dove Chocolate brands. Our plan is to implemet sampling stations
for Dove Chocolate Diet Coke at 200 grocery stores across the country, specifically
targeting states that have historically shown an affinity with the Diet Coke brand.
At these stations, patrons will be able to try the product and have a chance to enter
a contest to win a grand prize! Since this product is completely new, the sampling
stations will give Coke and Dove the best opportunity to have consumers try and
experience the product themselves. The display will read something to the effect
of “Experience Liquified Luxury” and boxes of the product will be availible for
purchase.

Grand PRIZE
Dove Chocolate Diet Coke River Cruise Experience
E Seven-day cruise along the Danube River in Europe
E 1950s themed penthouse suite with soda fountains and the boat will have casinos and
restaurants sponsored by Dove Chocolate Diet Coke
E Travels from Vienna to Budapest and back
E Covers airfare and other travel
expenses for two people

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