Cannes Young Lions 2015 Media Category Proudly Sponsored by Coca Cola - Diet Coke

Cannes Young Lions 2015
Media Category Proudly Sponsored by

       Coca Cola – Diet Coke

Background
Diet Coke is an iconic brand worth more than $260M. It has a strong heritage in the Australian market
and plays a unique and important role within the Coca-Cola portfolio.

Diet Coke is a no calorie and no sugar Coke with a great, light taste

Category headwinds for CSD’s (Carbonated Soft Drinks) are increasing dramatically. At the same time,
in a world faced with a significant obesity issue, Light CSDs are presented with a huge opportunity.
Diet Coke can uniquely capitalize on this opportunity due to its combination of functional & emotional
benefits.

The competitive set extends beyond cola into other categories and brands that successfully target
adults and adult breaks throughout the day. Specifically:
     Still & Sparkling Water – for health
     Coca-Cola Zero – for modernity and brand relevance
     Pepsi Max – for value
     Tea & Coffee – for feel good pick-me-up

Key to the ongoing success of Diet Coke is the retention of significant ‘Loyalist’ volume. To do this Diet
Coke must re-engage with loyalists and maintain consumption frequency amongst this group.

Campaign objective
Drive frequency amongst Diet Coke loyalists (as measured by weekly+ consumption frequency).

Target market
The primary target for this brief is the Diet Coke loyalist. Predominantly women aged 35-50, she is
likely to be a mum with kids, white collar and highly driven toward mastery in everything she does -
from career to family and everything in between. She takes a very calculated approach to energy
intake and Diet Coke plays an important role as a pick me up to keep her on top of her extremely busy
life. Primary Diet Coke consumption occasions are (i) pre-dinner drink to avoid snacking during meal
preparation, and (ii) 3pm break from work at home or office.

The Diet Coke loyalist is passionate about the Diet Coke brand. She grew up with the brand during the
‘Dieting Age’ and loves everything about it – the taste, the uplift and the no calorie benefit. Recent
data however suggests that these loyalists are slowly losing their affinity to the brand and are
reducing their consumption frequency as a result.

This is because the brand is less top of mind, there are more choices than ever before, and health
issues are becoming increasingly important.

Consumer insight
The Diet Coke woman is highly driven toward mastery in everything she does. This stretches from
being ‘self-critical’ to ‘self-pride’.

We want the Diet Coke woman to remember that Diet Coke makes her feel good about herself in
a way that is both empowering & optimistic

Why is it believable?
Diet Coke delivers an immediate uplift with great taste & no calories  helps you keep up with the
pace of your busy life without compromising your energy balance  helps to achieve mastery in
everything you do (from staying on top of everything to looking and feeling good)  ultimately makes
you feel empowered & optimistic

The tone
Vibrant, self-assured & with style, intuitive & charming
Personal intimate – your best friend

Mandatories / Considerations
Loyalist consumption is predominantly through the home, therefore winning in the Grocery channel is
critical to the success of this program. To gain instore traction, major grocery customers will be
looking to see unique and innovative activity that will pull them apart from the competition.

We have a number of owned assets that can be considered in the development of the communication
strategy. These owned assets are:
 Our packs – 100m+ packs every year
 Diet Coke Facebook Page – 50k fans
 Diet Coke VIP Rewards Program
 Kings Cross Sign

Consider a multi-platform strategy across paid, owned and earned media. There is no expectation
that TV is a part of this plan. It is also assumed that the budget is insufficient.

The Diet Coke loyalist is a heavy user of digital media so digital should play a key role. Care should be
taken, however, as these women are not early adopters so the right platforms must be carefully
selected.

Our pack is our biggest ‘owned’ connection point. Priority packs for the Diet Coke loyalist are (1) 24 x
375mL cans, and (2) 1.25L multiserve PET.

Diet Coke Facebook Page is a high engagement tool that is currently live however caution that the
audience may skew slightly younger than the core loyalist.

There is an opportunity here to incorporate relevant, occasion based time of day messaging as well as
ensuring we are prompting Diet Coke to be top of mind in proximity to the point of purchase.

Region and markets
This brief is for a national campaign.

Budget
$2.7m

What does success look like?
Increase in brand affinity metric by 5%
Growth in Weekly + Drinkers by 5%

Timings
Ongoing campaign in Market July to December

What we want from you
Entrants in the Media category are required to develop a communications strategy to outline their
campaign idea. We are looking for a strategic response to the brief, clearly outlining rationale for
media channel selection and substantiation but a media schedule is not required.

Your entry will be judged on the following criteria, including how well you articulate the brief in a 5-
minute presentation if you’re shortlisted in the 1st round.

Entrants must submit as individuals and will be judged on:

   Challenge (10%)
   Audience Insight (20%)
   Strategy & Rationale (30%)
   Idea & Implementation (40%)

What you need to submit
Entries must be submitted online in 2015. No hard copies will be accepted.

   Provide a title / theme for your idea
   A strategic response to the brief, clearly outlining rationale for your media channel selection and
    substantiation - maximum 1000 words. Entries over 1100 words will not be accepted. Appendices
    are inclusive of the 1000 word limit excluding graphs, media schedules and creative work
   Measurement of success
   Supply your response as a Word document and upload as an attachment. Maximum file size is
    15MB
   Your entry may be accompanied by relevant supporting material
   Additional supporting material may be supplied as word doc, PDF or JOG files. A maximum of 5
    attachments may be submitted. Please include your name in the file name and number them e.g
    1 of 3
   Entries are to be submitted by an individual, not a team
   Submissions must be original work created by the entrant

When we need it
Please submit your entries online at www.ozcannes.com.au by 5pm AEST Thursday 9th April 2015.
Late entries will not be accepted.

What happens next?
If your entry is judged to be one of the best, you will be shortlisted and progressed to the second
round of competition.

In the second round you will receive a new Media brief to respond to within 24hours.
                                                    th
The second round 24hour brief will be issued on 27 May.

More information and get connected:

        Visit ozcannes.com.au for more information on the competition
        To be part of the Young Lions community, ‘like’ the News Corp Australia Facebook for updates on
         the competition and finalist’s announcements.
        Speak to your News Corp Australia representative for more information