Executive Summary
Research
The Coke Side of Life Defined
Creative Concept
Print/Poster
MySideofLife.com
Theater
Radio
Media
Direct Marketing
Promotions
Public Relations
Evaluation
Campaign Wrap-Up
01
02
04
06
07
11
14
16
18
22
24
30
31
32
Contents
Executive Summary
1
Discover. Share. Shape.
The Social
Networking Lifestyle.
The Coke Brand
Coke is real, authentic, honest, passionate and refreshing. It taught
us to sing in perfect harmony. It even introduced us to Santa Claus.
Coke is the kind of cultural fabric that unites all of us in some way. It
has always encouraged us to share who we are and what we believe in.
!e Coke Side of Life campaign should not fragment multicultural
groups into distinct cultural silos. Coke doesn’t isolate people, it unites
them. !e one thing that brings together multicultural youth today is
their obsession with the Social Networking Lifestyle.
The Social Networking Lifestyle Defined
!e Social Networking Lifestyle is not just about a web page with a
personal profile - it’s about everything that is done along the way to
create a life to share with others. Multicultural youth focus their lives
on discovering their place in society, sharing their experiences with
others, and shaping the world they live in together. Discover. Share.
Shape. !at is the Social Networking Lifestyle. !at is what unites
multicultural youth.
Coke meets the Social Networking Lifestyle
!e Social Networking Lifestyle has the power to truly unite
multicultural youth and create a new brand community around Coke.
It’s the idea that drives this campaign and brings meaning to !e Coke
Side of Life. It is also completely consistent with what Coke stands
for.
Coke is in the perfect position to be the catalyst that will continue to
unite people across all cultures, so it makes sense that !e Coke Side of
Life campaign should bring out this spirit among multicultural youth.
However, Coca-Cola has not clearly defined what !e Coke side of Life
means to this demographic. iDENTITY’s campaign is an