MKTG6006 Assignment: Developing a Creative Brief for Coca-Cola

This assignment presents a creative brief developed for Coca-Cola, focusing on the brand's communication strategy. The brief outlines the background, message strategy objectives, and target audience for a new campaign. It delves into the insight leveraged, the brand's attributes, and the unique selling proposition. The document explores why consumers should believe the brand's promise and describes Coke's brand personality. Finally, it suggests the best media channels to reach the target audience. The brief is based on the provided template, analyzing the brand's positioning, the problem the advertising needs to address, and the consumer insight that can be leveraged for a successful campaign. The creative brief aims to guide creatives in developing an effective IMC campaign for the brand.

Running head: THE CREATIVE BRIEF ON COKE
The Creative Brief on Coke
Name of the Student:
Name of the University:
Author’s Note:

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THE CREATIVE BRIEF ON COKE
Table of Contents
1. What is the background to this brief?.......................................................................................2
2. What are the message strategy objectives?..............................................................................2
3. Who is the communication targeting?......................................................................................2
4. What is the insight to be leveraged?.........................................................................................2
5. What attribute, benefit or value does the brand offer consumers?...........................................2
6. What is the proposition to be made by the brand to consumers?.............................................3
7. Why should consumers believe the promise?..........................................................................3
8. How would you describe brands personality?..........................................................................3
9. What is the best media to use to reach the target audience?...................................................3
Reference List-.................................................................................................................................4

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THE CREATIVE BRIEF ON COKE
1. What is the background to this brief?
The purpose of developing the creative brief on Coke is to identify the elements of IMC that
inspires the customers to make a decision regarding their purchase.
2. What are the message strategy objectives?
The message strategy objective of Coke is to focus on developing its brand name and to
attract more customers from around the world by sending out a clear yet simple message stating -
‘Experience Happiness’ for its new campaign in order to have a greater impact in the minds of
the customers.
3. Who is the communication targeting?
The targeted section for the above mentioned message is the general public that includes
everyone from the kids and teenagers to the elderly population (Das, Prakash & Khattri, 2012).
The aim is to provide people with a refreshing drink that they can consume at any given point of
time.
4. What is the insight to be leveraged?
The sole purpose of using the tagline as ‘Experience Happiness’ for the brand campaign is to
impart a sense of joy in the everyday events of an individual and also to show the mixture of
religions and people around the world.
5. What attribute, benefit or value does the brand offer consumers?
The company, Coca cola or Coke, offers both intrinsic as well as extrinsic attributes to its
customers by providing them with flavours, colour, texture and different styles of packaging

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THE CREATIVE BRIEF ON COKE
(Jain. 2017). These attributes add value to the products by creating a positive insight along with a
desired outlook of the brand.
6. What is the proposition to be made by the brand to consumers?
The unique selling proposition of the brand is to sell its products at an economically feasible
rate by providing high quality as well as quantity to the existing customers as well as the
potential customers.
7. Why should consumers believe the promise?
It is important for the company to make its customers believe in what it offers and
communicates as it helps them create a brand value and position in the market. Moreover, the
consumers must believe as the company has stepped up and is accepting its mistakes towards the
environment and taking initiatives to solve them by 2022 (Stringer, 2015).
8. How would you describe brands personality?
The company, Coke, has always been an admirable example of a brand that seems to
successfully deliver its messages to the world (Stringer, 2015). The brand personality of Coke is
happiness and is also known as a ‘young personality’ brand (Das, Prakash & Khattri, 2012).
Coke aims to deliver the concepts of joy and excitement with the help of integrated marketing
communication (IMC) mix.
9. What is the best media to use to reach the target audience?
The best media that the company should use for the brand campaign in order to reach a larger
audience is social media like Facebook and Instagram as it is being used by every other youth in

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THE CREATIVE BRIEF ON COKE
today’s era. Also, TV ads are still an effective medium for the brand to reach to the target
audience.
Reference List-
Das, J. K., Prakash, O., & Khattri, V. (2012). Brand personality mapping: A study on
colas. Asian Journal of Management Research, 3(1), 193-200.
Jain, R. (2017). BRAND PERSONALITY AND BRAND LOYALTY. CLEAR International
Journal of Research in Commerce & Management, 8(6).)
Stringer, G. (2015). Case of Study: Coca Cola Integrated Marketing
Communictions. Consultado el, 5.