ZERO OUT CANCER
With Coke Zero & Movember
A Presentation by Ashley-Grace, Inc.
December 4, 2012
Coke Zero Campaign: Zero Out Cancer
•  Coke Zero will partner with Movember to target men aged 25-­‐34 –  During November, men grow mustaches to raise awareness and funds for men’s cancers •  Campaign will employ Tom Selleck, with his famous mustache, as spokesman, as well as Bradley Cooper, Nick Offerman and Will Ferrell Target Demographic
•  Current Coke Zero demographic is 60% men, of which most are 18-­‐24 or 35+ •  This communication plan will target the untapped group of men aged 25-­‐34 •  These men have a “work hard, play hard” mentality and live in urban areas Community Relations Outreach
•  Movember raises funds for men’s health initiatives, namely prostate and testicular cancers •  International organization founded in Australia –  Raised $126.3 million worldwide in 2011 •  Very popular among target demographic –  Hip, young, urban professionals appreciate Movember’s kitschy, ironic vibe Branding
•  The branding merges Movember’s playful nostalgia with Coke Zero’s bold look •  The Coke Zero logo has been modiZied to incorporate a mustache, paying homage to Movember Branding: Merchandise
•  Branding will extend to limited edition packaging with Coke Zero mustache logo •  Bottled Coke Zero will include a mustache ring •  A portion of the proceeds of limited edition products will go to Movember Timeline: GANTT Chart
May Jun Jul Aug Sep Oct Nov Dec 2013 2013 2013 2013 2013 2013 2013 2013 Task Confirm Partnership with Movember Secure Celebrity Endorsements Adver<sing (Print, Radio, TV) Guerilla Marke<ng Begins PR for Movember Gala Events Limited Edi<on Can & BoJle Release Movember Gala Events Wrap Up Advertising Concept
•  Advertising across print, television and radio will feature Tom Selleck as the main spokesman, as he is known for his mustache and has already been embraced by Movember participants •  Additional spokesmen are Nick Offerman, Will Ferrell and Bradley Cooper •  Ads will have a retro look and be light and funny and showcase male humor Advertising: Radio
•  The 30-­‐second radio spot features the four spokesmen telling the audience about their manly mustaches and how men can get involved •  The spot will play from the end of September to Nov. 30 on major radio stations across the country whose demographic is men aged 25-­‐34 Movember(Radio(Script(
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Reading!time:!30!seconds! !
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Run!dates:!Late!SeptemberBNovember!30,!2013! !
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Use!until:!November!30,!2013!
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SELLECK:!
Hi,!I’m!Tom!Selleck.!
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COOPER:!
And!I’m!Bradley!Cooper.!
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OFFERMAN:! And!I’m!Nick!Offerman.!
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FERRELL:!
AND!I’M!WILL!FERRELL.!
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SELLECK:!
Guys,!come!on!…!ONE!of!us,!ahem,!is!famous!for!his!manly!mustache.!Now!it’s!!
your!turn.!This!November,!man!up!and!grow!a!‘stache!to!raise!awareness!and!
funds!for!men’s!cancers.!
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COOPER:!
Join!us,!with!Coke!Zero!and!Movember,!to!zero!out!cancer.!
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OFFERMAN:! Find!out!more!at!www.cokezero.com/movember.!
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SELLECK:!
That’s!www.cokezero.com/movember.!
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FERRELL:!
!Real!men!grow!mustaches!!
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SELLECK:!
(Sigh).!
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#!#!#!#!
Advertising: Television
•  The 60-­‐second TV spot features Selleck trying to tell the audience about Movember, but he gets interrupted by the other spokesmen who are dressed as Magnum P.I. •  Ads would appear during cable programs such as Breaking Bad and The Walking Dead Movember(Television(Script(
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Reading!time:!60!seconds! !
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!!!!!!!!Contact:!Ashley!Waxman!
Word!count:!168!
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Run!dates:!Late!SeptemberCNovember!30,!2013! !
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!!!!!!!!!!!!ashley@cokezero.com!
Use!until:!November!30,!2013!
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SELLECK:!
Hi,!I’m!Tom!Selleck,!and!during!the!month!of!November!–!!
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COOPER:!
Aw!man,!Tom!Selleck!!Check!it!out!!!
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SELLECK:!!
Um,!hi!Brad!…!we’re!sort!of!shooting!a!–!!
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OFFERMAN:! Wuddup!bros!!Dude,!it’s!the!mustache!king!!
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SELLECK:!
Guys,!I’m!trying!to!–!!
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FERRELL:!
Well,!hello.!I!see!your!mustache,!and!I!raise!you!!
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SELLECK:!!
OK,!OK!guys,!I’m!very!flattered,!but!I’m!trying!to!tell!people!about!Movember.!
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COOPER:!
Yeah,!so!are!we.!
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OFFERMAN:! Yeah,!you!think!I!always!look!this!good?!
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FERRELL:!
Well,!I!certainly!always!do.!
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SELLECK:!
Wait,!so,!we’re!all!doing!Movember!to!raise!awareness!of!men’s!cancers?!
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COOPER:!
Yeah,!man.!You!act!like!we!did!this!all!for!you.!
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OFFERMAN:! Chyeah.!Somebody’s!got!a!bit!of!an!ego!prolem.!
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FERRELL:!
I!resent!that!statement!!!
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COOPER:!
We’re!not!talking!about!you!this!time,!Will.!
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SELLECK:!
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OFFERMAN:!
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COOPER:!
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FERRELL:!
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GROUP:!
Alright,!settle!down.!Can!we!just!tell!the!people!how!they!can!participate!in!
Movember?!
Go!to!www.cokezero.com/movember.!
And!get!that!‘stache!growing!!Mine!definitely!took!a!few!weeks!to!fill!in!…!
Mine!grew!overnight.!Thick!and!full!and!manly.!
Alright,!OK,!come!on!…!!
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Advertising: Print
•  Print ads would appear in magazines such as GQ, Men’s Health, and Rolling Stone Guerilla Marketing: On the Street
•  Street-­‐side marketing will include brand reps wearing Coke Zero clothing and exaggerated mustaches passing out wearable mustache stickers on street corners outside ofZice buildings in urban areas Guerilla Marketing: Digital
•  Coke Zero will create a smartphone and tablet app called Zero to Mustache •  People can upload a photo of themselves, superimpose a mustache on the photo, and share it on Instagram, Facebook and Twitter Guerilla Marketing: In Bars
•  Coke Zero will produce branded photo booths to be placed in select underground and dive bars •  The photo booth will superimpose mustaches on the people in the photos •  Part of the proceeds will go to Movember Public Relations
•  PR roll-­‐out will begin in September with celebrity endorsement announcements to: –  Rolling Stone, GQ, Men’s Health, Sports Illustrated, major local newspapers and major local television stations •  In October, media advisory for Movember Gala Event will be sent to above outlets !
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FOR!IMMEDIATE!RELEASE:!
Contact:!Grace!McKeone!
September!1,!2013! !
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Media!Contact!
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(617)!555>1234!
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grace@cokezero.com
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News!Release!
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Coke!Zero!partners!with!Movember!to!support!men’s!health!initiatives!with!the!help!of!
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celebrity!spokesmen!Tom!Selleck,!Bradley!Cooper,!Will!Ferrell!and!Nick!Offerman.!!!!!!
sponsored!Movember!Gala!Events!to!celebrate!with!Movember!fundraisers.!!They!will!also!
BOSTON!–!During!the!month!of!November,!participants!in!Movember!grow!mustaches!to!raise!
present!awards!for!Best!Groomed!Mustache,!Best!Mustache!in!Character,!Miss!Movember!(for!
funds!for!men’s!health!initiatives,!specifically!prostate!cancer!and!testicular!cancer.!!In!order!to!
the!women!who!support!their!significant!other’s!mustache!growing!efforts),!and!Man!of!
effectively!spread!Movember’s!message!far!and!wide,!Coke!Zero!announces!its!new!celebrity!
Movember.!!Will!Ferrell!says,!“Despite!the!fact!that!I!will!be!standing!next!to!Tom!Selleck,!I!am!
partnership!with!the!man!everyone!associates!with!mustaches,!Tom!Selleck.!!Coke!Zero!is!a!
confident!in!my!ability!to!grow!the!thickest!and!manliest!mustache!of!them!all.!!Hopefully.!!
health!conscious!choice!for!men!that!are!concerned!with!fitness!and!well>being.!!By!forming!a!
Maybe.!!Probably!not.”!
partnership,!Coke!Zero!and!Movember!will!raise!awareness!about!men’s!health!issues!and!
prevention.!“I!am!thrilled!to!join!Coke!Zero!and!Movember!in!the!fight!against!men’s!cancer.!!I!
knew!this!mustache!could!do!some!good!”!Selleck!says.!
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welcome!Tom!Selleck,!Bradley!Cooper,!Will!Ferrell!and!Nick!Offerman!to!the!Coke!Zero!family.!!
Together,!we!can!make!a!difference!for!men’s!health.”!!!
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Tom!Selleck,!Bradley!Cooper,!Will!Ferrell!and!Nick!Offerman!will!also!appear!at!the!Coke!Zero>
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About!Coke!Zero!
Coke!Zero!is!a!zero>calorie!soft!drink!and!one!of!The!Coca>Cola!Company’s!newest!and!most!
successful!brands.!!It!is!the!health!conscious!choice!for!those!consumers!who!want!the!delicious!
taste!of!Coca>Cola!without!the!sugar!or!calories.!
Actors!Bradley!Cooper,!Will!Ferrell!and!Nick!Offerman!will!also!join!Coke!Zero!and!Movember!as!
celebrity!spokesmen.!!All!four!men!will!appear!in!television,!radio!and!print!advertisements!for!
Coke!Zero!to!promote!its!new!affiliation!with!the!Movember!charitable!organization.!!Jamie!!
Moore,!Coke!Zero!spokeswoman,!says,!“Coke!Zero!is!tremendously!proud!to!be!united!with!
Movember!in!the!fight!against!prostate!and!testicular!cancer.!!We!are!also!privileged!to!!
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Movember Gala Events
•  Movember Gala Events will take place in major U.S. cities from Nov. 28-­‐
Nov. 30, 2013 •  Events will be sponsored by Coke Zero –  Will include refreshments, advertising, entertainment and celebrity appearances THANK YOU.
References
Biography.com. (2012). Tom selleck biography. Retrieved from www.biography.com/people/tom-­‐selleck-­‐9478607 Eric. (2011, May 12). Measuring the effectiveness of Coca-­‐Cola’s product segmentation via social media statistics. Socialradar. Retrieved from http://infegy.com/buzzstudy/tag/coke-­‐zero/ JustDrinks.com. (2010, September 23). Just the facts: Coke zero. Retrieved from http://www.just-­‐drinks.com/news/just-­‐the-­‐facts-­‐coke-­‐zero_id101930.aspx Marchione, M. (2012, Sept. 21). Soda, other sugary drinks more Zirmly tied to obesity in new studies. HufZington Post. Retrieved from http://www.hufZingtonpost.com/2012/09/21/obesity-­‐soda-­‐sugary-­‐drinks_n_1904732.html McWilliams, J. (2010, Sept. 26). Coke Zero becomes a hero for Coca-­‐Cola Co. The Atlanta-­‐Journal Constitution. Retrieved from http://www.ajc.com/news/business/coke-­‐zero-­‐becomes-­‐a-­‐hero-­‐for-­‐coca-­‐cola-­‐co/nQkHh/ Movember & Sons United States. (2012). Retrieved from http://us.movember.com/ Thebiographychannel.co.uk. (2011). Tom selleck biography. Retrieved from http://www.thebiographychannel.co.uk/biographies/tom-­‐selleck.html The Coca-­‐Cola Company. (2012). Coca-­‐cola fun facts. Retrieved from http://www.coca-­‐cola.co.uk/125/coca-­‐cola-­‐fun-­‐facts-­‐infographic.html The Coca-­‐Cola Company. (2012). Heritage Timeline. Retrieved from http://heritage.coca-­‐cola.com