LOVE YOURSELF PROJECT by IVITY BRAND CORP for Coca-cola

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LOVE YOURSELF PROJECT

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Industry Soft Drinks
Media Promo & PR
Market Portugal
Agency IVITY BRAND CORP
Released June 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: COCA-COLA PORTUGAL
Product/Service: COCA-COLA LIGHT
Agency: IVITY BRAND CORP
Date of First Appearance: Jun 30 2009 12:00AM
Entrant Company: IVITY BRAND CORP, PORTUGAL
: Ivity Team (Ivity Brand Corp SA)
Media placement: TV Campaign - RTP, SIC, TVI - 1 July 2009 And September
Media placement: Press Campaign - Various (Eg. LUX, CARAS, PARQ) - 1 July 2009 And September
Media placement: MUPI Campaign - JC Decaux - 1 July 2009 And September

Describe the objective of the promotion.
The objective was to render a more beautiful world and to sell more Coca-Cola Light, since it was a brand that suffered a huge sale reduction with the release of Coca-Cola Zero.

Describe how the promotion developed from concept to implementation
For a more beautiful world, Coca-Cola Light engaged itself with a prettier package and then, to spread the beauty, invited people to exchange their awkward objects for a Coca-Cola Light.

Describe the success of the promotion with both client and consumer including some quantifiable results
100% increase as favorite brand amongst Coca-Cola Light consumers 10% increase on purchase intention 10% sales growth in Hypermarkets

Explain why the method of promotion was most relevant to the product or service
Coca-Cola Light nourished an image of perfection. But nobody is perfect: and who wants to be? Therefore, the main goal was to democratise beauty and prove that we all can achieve it; to transform a brand of few into a brand for all.