Diet Coke Advert Pitch
Diet Coke Advert Pitch
Diet Coke Advert Pitch
Link to Advert
https://youtu.be/3DvaCnP4MbM
Follow up - https://www.youtube.com/watch?v=xgimZUJp5FM
Budget:
In 2006, Coca Cola spent $2.6 billion on adverts.
This number has been rising consistently. In 2013
they have been reported to have spent $3.3 billion
on advertising globally.
Spot Plan
Advertising on a Saturday night, during the X-Factor
Finals.
During the Finals, the cost will be higher
Audience figures would be expected to be much
higher
Can charge a premium rate for any adverts wanting
to advertise between X-Factor.
Last year (2012) it is thought to have made 14
million from ads across the two day event.
Saturday Night
ITV
Region
Central
Anglia
London
West
Wales
Granada
Yorkshire
Tyne Tees
Border
STV Scotland TV
Grampian
National
Time: 20.00pm
X-Factor Final
Average Cost
1,815
925
3,608
1,145
509
1,280
898
439
107
737
251
200,000
ASA Issues:
Complaint themes: sex, depiction of
women and misleading.
Suggestive when the girl is drinking the
Diet Coke, will seem more provocative.
Type of depiction of women because
there is an attractive girl drinking the
Diet Coke
Misleading
Market analysis:
Segment: For all people seeking a soft drink for regular occasions
Target Group: Mainly the ages from 15-25 and middle class would
be most likely to buy diet coke when watching their weight.
SWOT Analysis:
Strengths:
Good branding and advertising
No sugar; good for health conscious people
Excellent distribution and availability
Weaknesses:
Aerated (fizzy/ bubbly) drinks are not popular
Opportunities:
Advertise more/ more brand recognition
Successful brand Coca Cola
Buy out competition
Threats:
Competition
Product analysis:
Diet Coke is a sugar-free, low-calorie soft
drink that is produced and distributed by
the Coca Cola Company. It launched on
July 8, 1982, and was first introduced in
the US on August 9. It is the first new
brand since 1886 to use the Coca Cola
trademark.
It is aimed at people who are health
conscious and watching their weight.