RMIT Classification: Trusted

RMIT
Classifi
COKE MEALS : Brief cation:
Truste
MARKETING OBJECTIVE
Grow Coke per capita consumption for Vietnam market by d recruiting early and building the daily habit at home with
meals
COMMUNICATION CHALLENGE
Build relevance for Coke in the important occasion of At Home Meals by establishing Coca-Cola as the best meals and moment
enhancer.
WHAT WE KNOW TO BE TRUE IN ASEAN
•‘Meals As Usual’ may not drive recruitment for Coke in Vietnam (i.e., appeals to maternal motivations more than teens)
• Informal Meals vs. Formal: The reality of a progressive lifestyle in Vietnam is resulting to “eating shifts” around the dining table.
“Eating shifts” are characterized by a quick “eat and run” behaviour with the tendency for the teen to even be occupied with his
gadget or phone while eating in order to continuously connect with friends and what happens in the social space.
• Cultural Hurdle: Other drink formats (not Coke) are more strongly associated with meals inside the home. Tea, for example is
deeply entrenched in VN culture.
• Coke, on the other hand, is seen as an away from home and special occasions drink.
WHAT COMMUNICATION NEEDS TO DO

TARGET
Moms and Teens (with Teens as the focus). Occasional drinkers of Coca-Cola.
They currently drink more functional still beverages on a weekly basis.
CONTEXT
Mom remains the gate-keeper of the home. Though difficult these days to have the family all complete for meals, she takes it upon
herself to ensure that she stays connected with them, whether individually or as a unit during food/meal occasions at home.
Teens, on the other hand, spend a lot of time away from home in school and with friends. Even when they are at home for meals,
they do not have the desire to connect with mom so they end up just having a quick bite on the dining table or in front of the TV,
most of the time still glued to their phones as they would rather connect constantly with friends in Facebook. Therefore, it is
important for mom to make the most out of those non-formal, quick meal moments where she can engage and connect with her
teens.
TENSION
“I love my family but I like being with my friends more because I feel no one really gets me at home, but with my friends I can be
myself!”
ROLE OF THE PRODUCT
Coca-Cola helps release the tension between mom and teen and socializes the food time, turning the everyday quick
meals into special moments of connectedness
WHAT IS THE STORY WE WANT TO TELL?
“Coke will help ease the generational tension or gap between mother and her teenage daughter/son.”
Meals at home to become opportunities for Mom to create GENUINE personal connections with her teens turning these eat
and run occasions into ‘short quality moments of uplift’, so they leave the occasion emotionally uplifted, as the unique great
taste of Coke makes those meal moments more special.
TONALITY
Youthful, unpretentious, contemporary, REAL moments, people, emotions & believable situations
Classified – Confidential
 RMIT Classification: Trusted
RMIT
II. IMPORTANT REMINDERS Classifi
1.There has to be clear food association cation:
2.For Creative direction: Youthful and appeals to Truste today’s teens, yet the role of mom is clearly
central and integrated in the story (we cannot d have an ad that makes Coke a Mom Brand only)

III. DELIVERABLES for Mid Sep-Mid Nov, 2022

• Deliverable 1 (Assignment 1): Complete Consumers’ media insights report of 01 competitor brand.
• Deliverable 2 (Assignment 2): Develop a 5-min video of the digital/social media proposal.
Budget: 200.000 USD
• Deliverable 3 (Assignment 3): Develop a holistic media proposal for the launch.
Budget: 400.000 USD