PROPOSAL
The Agency
Saatchi & Saatchi:
Charles Saatchi, the founder of the company, set up the company in 1970 in London. Today the
communication company is running a worldwide service. Their headquarters are based in New York.
They have 130 offices across 70 countries and employ 6,500 creative people. Saatchi& Saatchi is the
third largest communication in the world as they are part of the Publicist Group. In 2000, Charles Saatchi
sold the company to a French publicist agency. The company did not get a new lease of life and between
2000-2010. They fell out of the top 10 creative agencies. The company is now collaborating with Saatchi
& Saatchi Fallon. They are also having many clients such as:
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Guinness
Toyota
Procter & Gamble
Mattessons
Mr. Kipling
Weight Watchers
Head & Shoulders
EE
Cravendale
Wall’s
Direct Line
HSBC
British Gas
VISA
Pampers
And many more.
M&C Saatchi:
After the Saatchi brothers got out-voted of Saatchi & Saatchi. In December 1994, Saatchi brothers
created a new company; M&C Saatchi. M&C Saatchi is made up of a group of entrepreneurs. They
purposely design the company to be allergic to bureaucracy and the status quo. They have a few offices
as necessary rather than having as many as possible like when they own Saatchi & Saatchi, altogether
they have 26 offices in 18 countries. Most of their few offices are based in Europe however they can be
classed as an international advertising agency.
Today, they are working with the brightest and biggest brands in the world. These clients include:
Hyundi, Castrol, Ugg, Twitter, Reebok, Spotify, WWF and the London Olympic.
The Product
Background of Coca-Cola:
John Pemberton, a pharmacist from Atlanta in 1886. One day he created a caramel-coloured liquid and
took the liquid down to Jacob’s Pharmacy. He combines the caramel-coloured liquid and carbonated
water. He decided to give out samples to costumers, who tried the product (today known as Coca-Cola)
and they liked it. From the successful sample he decided to sell the product in glass bottles for 5 cents
(about 3p) at Jacob’s Pharmacy. A bookkeeper that John Pemberton knew named the drink ‘Coca-Cola’.
Description of Coca-Cola:
Coca-Cola is a carbonated pop drink and has a distinct flavour which is recognised and enjoy right across
the world. Coca-Cola is exported to bottling companies in a concentrated form. Despite the recipe
ingredients that it contains are well-known; the exact formula of Coca-Cola is the company greatest
guarded trade secret.
Apart from water, sugar has the highest proposition compare to the other ingredients. The two types of
sugars that are used to sweeten Coca-Cola is either high-fructose corn syrup or pure cane sugar. These
are used depending on which companies actually produce Coca-Cola from its concentration state.
USP:
Coca-Cola’s unique selling position is its branding. The contour of the bottle and also its trademarked
font, Spenserian script, can be recognised as being a Coca-Cola. The branding is probably one of its most
powerful advertising techniques that they used.
In fact one of Coca-Cola key message is that it a social drink. For example if people go to a party, they
would normal find in their share bottles or at a bar or restaurant, they just order Coca-Cola without
looking at the menu unlike Pepsi where they would probably have to ask if they got it.
Competitors:
One of Coca-Cola biggest rival is Pepsi. Pepsi and Coca-Cola have been competitors for over a century as
they both want to dominate the soft drink industry in their own right. They both used different but
clever advertisement tactics to increase the appeal and the salability of their products.
Another competitor is supermarket own brands as they deliver similar drink but at much a cheaper
price. Supermarket own branded coke comes in make variety of valued product which depending on the
market that they are aimed at. The supermarket mostly normal go for basic low and medium value to
appeal to family as a cheaper opinion.
Target Market:
Coca-Cola doesn’t really have any specific target market. Their advertisement are normal toward the
younger generation but sometime their advertisement will be aimed at older people. You can tell as
they use social media to connect with younger generation such as Facebook, Twitter and YouTube.
Coca-Cola do different marketing campaigns weather that be their international or specific area. The
main overall target audience are between the ages of 12-30 years old. As none of their product target
audience go any lower or higher than 12-30. The younger generation is Coca-Cola core target market is
the younger audience.
Advertisement Background
Coca-Cola has done lots of advertisement over the many years. The majority is done by TV
advertisement and as well as print, web based adverts. The adverts are generally are about relationship
and the happiness that comes with Coca-Cola. Their recent advertisement is the personalize bottles. This
was very successful campaign as it made the consumer more connection with Coca-Cola. Another is the
Christmas Advert, ‘Happy Holidays from Coca-Cola’. They have used strong lyrical song. The first line of
the song is ‘it’s important to make someone happy’, with Santa drinking Coca-Cola that tie in with the
whole theme of happiness. The use of Santa as we know that spreads happiness across the world.
Share a Coke – Thank you - https://www.youtube.com/watch?v=5l0cCyElfgg
Happy Holidays from Coca-Cola - https://www.youtube.com/watch?v=hCS7HmjZAto#t=53
New Advertising Campaign
Our Coca-Cola advert is carrying on the theme/slogan of ‘Open Happiness’. Our advert is about a group
of unsocial lads hang out together and playing a console. They all get bored and are being unsociable, so
one of the lads decides to get up and get a bottle of Coca-Cola. He open the drink and his friend, on
hearing the bottle being opened, our main characters friends get jealous that the fact he gone without
telling them and they rush to see what he doing. They discover he has opened the bottle of Coca-Cola
and started to drink it. One of the lads gets jealous of the main character and share out the other bottles
of Coca-Cola with his friends. As They have decide to share out the other bottles, they realize all you
need is one bottle of Coca-Cola to feel closer as friends, so therefore become happier and start being
more sociable with each other.
Our advert is aiming at our target audience between the ages of 16-25. So we wanted a situation that
would let us bring the key message strongly across. Our key message towards the target audience is that
Coca-Cola make people happy and also makes them more social. We also wanted our advert to be great
so our advert could follow on. Another is that we have carried on the recent Coca-Cola slogan is
#OPENHAPPINESS which is also our foundation of our advert.
Target Audience Profile
Demographic profile:
As a team we all decide that the demograogic profile of our target audience for our Coca-Cola
product would be someone aged between 16-25 years old. We decide it was the best
demographic profiles as pervious advertisement of Coca-Cola were aimed at the younger
generation. Also our product/advert is aimed at both male and female genders.
Psychographic profile:
The psychographic profile of our Coca-Cola target audience would be outgoing, quite social
and like to hang out with their mates and to be into different types of sports and also
enjoying playing gaming console with their mates as well as we are aiming at the teenagers.
Geodemographic profile:
Our geodemographic profile would be international audience due to the ethnic actor that are
in our Coca-Cola advert and also there is no dialogue within our advert so the advert can send
universal messages to people across the world.
Type of audience (mainstream/alternative/niche)
The type of audience that we believe our coca cola advert will attract would be mainstream
audience. A mainstream audience tends to be what most people believe that is typical or
normal as they belong to a specific system or group as most others of their kind.
Mood board
As you can see our Coca-Cola mood board shows at the overall feeling/vibe of our adverts,
going from being bored and unsocial to being happy, more sociable and gaming on the console
with mates.
Legal Considerations
Making a Coca-Cola advert we will have to come across some Legal and ethical consideration that we
have to think about before creating and airing our advert. The two main advertising regulatory bodies
are ASA and Ofcom.
ASA stands for Advertising Standards authority and they are an independent adverting regulator for all
media advertisements for the UK. Ofcom is also an independent regulator but they also an competition
authority in UK’s communication industries
Placement
It is important to decide on where the best place for our advert should be so we can capture Target
Audience for the biggest impact.
We collected data from Barb which is an independent viewing website. BARB stand for Broadcaster
Audience Research Board. From the data we have gathered and created a pie chart.
Top 5 Channels
Weekly Average Reaches
24%
8%
Sky 1
10%
Dave
ITV
Channel 4
29%
29%
Channel 5
This Pie Chart represent the top 5 Channels. As you can see ITV and Channel 4 both share the same
percentage. As a team we all agree to go with Channel 4 because the channel matches our type of
Target Audience that we are aiming at.
Top 5 Programmes
Gogglebox
14%
Hollyoaks
26%
Big Fat Quiz of the Year 2014
8 out of 10 cats
17%
Homeland
19%
Hollyoaks
Homeland
Big Fat Quiz of the
Year 2014
24%
8 out of 10 cats
Gogglebox
We look at the top 5 programmes from Channel on BARB and these are the result from that research. As
you see Hollyoaks is that the most popular programme that’s listed. We believe the Hollyoaks will have
the highest potential at aiming at our Target Audience. Our Target Audience, 16-25 years old, can relate
to the theme and issue of Hollyoaks.
Hollyoaks is generally shown every weekday, Monday to Friday at 6:30PM. This the ideal time to capture
our mainstream audience as the majority of viewers will be having their dinners. Most people sit down
at a table but a large number of people still watch TV whilst eating their dinner therefore these people
will become our captive audience.
Due to the popularity of the programme, it get regularly repeated on:
Channel 4 , +1, HD and E4,+1, HD and also on Demand
Our Coca-cola advert would get plenty and regular airtime therefore a much greater exposure of the
brand and products as there is a higher chance of people watching the advert.
Bibliography