Haciendo la

DIFERENCIA a

través de la

FELICIDAD y el

OPTIMISMO

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Research objectives

– The Impact of Live Positively messaging in

terms of reputation, brand equity and usage

– The Flow of equity between company and

brands as a results of LP messaging

– The optimum messaging corridors by brand to

drive LP strategy

Summary of insights – Bring on the

brands

• Sustainability should be incorporated in

brand marketing

– Bringing our brand voices to sustainability

messaging has a bigger impact on reputation

than the company voice alone

– Brand Coke is a natural lead, since it benefits

both company and brands, although all

brands strengthen the portfolio

Reputation and equity impact is maximized by

leveraging brands

3

11

14

Average % Increase in company

reputation and brand equity

Messages

communicated

by Company

Messages

communicated

by brands

Messages

communicated

by Company and

brands

• Model is media neutral, showing impact based on 100% awareness levels

* Company reputation is based on familiarity, favorability and advocacy. Brand equity is

based on brand love, favorability and stated usage

50

50

If the company messages, half of the equity

created flows to other brands

TCCC

% Equity to company

% Equity to brands

Destination of equity created

from sustainability messaging

36

24

40

Brand Coke is a high potential carrier of messages, since

the Company and other brands all benefit

% Equity to company

% Equity to other brands

Coca-

Cola

% Equity to brand Destination of equity created

from sustainability messaging

LIVE POSITIVELY

BIG IDEA

What we want to communicate: Our L+ story makes a positive

difference in people’s lives, creating a happier world.

Classified - Internal use

LIVE POSITIVELY

PACKAGING PROMOTIONAL PROPOSAL

Tião Santos ( BR)

Brands and formats:

• Tião (BR): CC Can

• Marquinhos (BR) – CC Can

LIVE POSITIVELY

PRINT – OPINION LEADERS

“Where there was an end, I

saw a beginning.

LIVE POSITIVELY

PRINT – OPINION LEADERS

“A better tomorrow.

This is what many

people desire.”

LIVE POSITIVELY

PRINT – OPINION LEADERS

“Water and courage:

The recipe of the

future.”

LIVE POSITIVELY

PRINT – OPINION LEADERS

“Plants grow slow, but

not dreams.”

LIVE POSITIVELY

OOH

LIVE POSITIVELY

KEY-ACCOUNTS - Cartaz

• Change 30” TVC for 60”

• POP

LIVE POSITIVELY

KEY-ACCOUNTS

TVC within the Wal Mart internal television

circuit

LIVE POSITIVELY

KEY-ACCOUNTS

Eco Bag

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Classified - Internal use

Haciendo la

DIFERENCIA a

través de la

FELICIDAD y el

OPTIMISMO