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| iCoke Launch 2005 |
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| Brand Coke, despite being the most beloved trademark in the world, has experienced long-term category declines. These declines are endemic of the Carbonated Soft Drink category and are driven, in North America, by two principal societal trends. One, a proliferation of beverage choices from energy-drinks, milk and soy-based beverages and waters that offer a dizzying array of choice to the consumer. Two, increasing concerns about the linkages between full-sugar sodas and issues like teen obesity. Coca-Cola Classic's challenge was to lose share slower than competitors like Pepsi or, ideally, hold current share in a declining category. |
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| Coca-Cola Canada's renewed focus on a tighter youth demographic forced a re-evaluation of the communication mediums the organization was using. Historically, the on-line world had been used tactically to support "in and out" promotional activity. With youth spending so much time on-line, a more permanent Coca-Cola Canada presence was sorely needed. Leveraging existing global assets, Coca-Cola Canada became the North American test bed for an on-line loyalty program initiated in Spring 2005. |
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| MacLaren McCann Toronto was tasked with two key components of the iCoke launch. 1) Drive awareness of the iCoke site in mass and on-line media and 2) drive awareness of the summer promotion that launched iCoke — essentially a TV "giveaway". Creation of the iCoke site was the responsibility of a third-party but all efforts had to integrate in the eyes of the consumer. TV and OOH were pillars of the mass campaign with OOH extensions at "moments of thirst" such as convenience stores and cinemas being critical as well to highlight how consumers could continue to accumulate points on iCoke. On-line was particularly important, as it remains the principal medium of choice for our youth demographic. A robust on-line buy allowed MacLaren to develop a number of on-line games, a number of site domination tactics as well as a slew of smaller tactical banners. All on-line efforts were developed to drive intrigue in the iCoke site and drive consumers to the site to register. |
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| As of Q3 2005, the iCoke program has been an unqualified success for Coca-Cola Canada. Registrations have met objectives and traffic to the site is in line with expectations for Year 1 launch objectives. Traffic has been high enough, within the target audience, to place iCoke within the top 5 sites visited by Canadian youth. As the site becomes more robust with additional functionality and content, the expectation is that iCoke will truly become a preferred on-line destination for Canadian youth. |
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