PHOTOGRAPHY BY: MATTHEW JONES
Securing critical market share. For a billion dollar beverage company .
Coca-Cola sought to gain valuable market share from its biggest rival in the caffeinated citrus category, Mountain Dew.
That meant targeting the ‘Citrus Heartland’ of America and speaking directly to the hard-working blue collar consumer within it. Our brief was therefore to transform perceptions around the existing product range, enabling Coca-Cola to disrupt the category within a limited timeframe and budget.
Key to being able to do so, however, lay also in helping Mello Yello’s team better understand how to engage and motivate the core demographic concerned. Above all, it was necessary for us to help them realize that a more authentic and mature, multi-channel campaign approach was required than that which they had anticipated. Ultimately, we enabled Coca-Cola to re-evaluate how this project could be brought to life more effectively, in addition to its wider commercial potential.
|Andy Johnson / Partner
| We recognized early on that the team at Coca-Cola had a limited awareness of how their key demographic thought and behaved, as well as what could be achieved commercially with this product. Understanding this, we set out to help them develop a new level of awareness for who they were targeting, as well as a more holistic attitude around how to re-establish the brand.
How? Every audience has their own unique aspirations and dreams, Mello Yello’s is no exception. We knew that to succeed in capturing the imaginations of this misunderstood consumer, a truly authentic identity and associated marketing strategy was required, sidestepping industry clichés and assumptions.
|Andy Johnson / Partner|