george wheen portfolio summary
TRANSCRIPT
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BUILDING BRANDS THAT STAND OUT FROM THE CROWD
GEORGE WHEEN
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COCA-COLA
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LED MASTERBRAND LAUNCH A ONE BRAND APPROACH ACROSS COKE TM
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TO TRANSFORM AN ICONIC BRAND
FROM 4 DISTINCT BRANDS
TO 1UNIFIED BRAND
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WITH A NEW VISUAL IDENTITYFOR CONSUMERS, TRADE & STAKEHOLDERS
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DEVELOPED & LAUNCHED TV CAMPAIGN TO ESTABLISH ONE BRAND POSITIONING “CHOOSE HAPPINESS”
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WITH A SOCIAL FILM ACHIEVING UNPRECEDENTED VIEWS FOR COCA-COLA
https://www.youtube.com/watch?v=839sF-RdvcI17 MILLION VIEWS ACROSS YOUTUBE & FACEBOOK
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WITH PRINT TO ESTABLISH VARIANT BENEFITS
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LED 100 YEARS OF CONTOUR CAMPAIGN
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ADAPTED “KISS HAPPINESS” TVC THAT ESTABLISHED CAMPAIGN IDEA
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DEVELOPED ICONIC VISUALS THAT DROVE IMPACT - OUTDOOR
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GENERATING FRONT PAGE NEWS IN CHALLENGING ENVIRONMENT FOR COKE
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LEADERSHIP OF “SHARE A COKE” CAMPAIGN 2014
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A CAMPAIGN OF UNPRECEDENTED SCALE FOR COCA-COLA
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THAT HAD HUGE COVERAGE IN MARKET
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WE MOBILISED COCA-COLA EMPLOYEES ACROSS EUROPE
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AND INTRODUCED CAMPAIGN INNOVATION TO INCREAS CAMPAIGN ‘TALKABILITY’
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AND USED SOCIAL LISTENING TO GENERATE ADDITIONAL ENGAGEMENT
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WE ADDED E-COMMERCE TO DELIVER AMAZING PERSONAL EXPERIENCES
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RESULTS
IC VOLUME SHARE +1.3PTS
RECORD BREAKING CAMPAIGN AWARENESS
INCREASED TEEN RECRUITMENT
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TV
DIGITAL SHOPPER
GB SPORTS BOTTLE ACTIVITY WAS HUGELY SUCCESSFUL – 3.2% REDEMPTION - HIGHEST EVER CCGB PROMOTION
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DEVELOPED A COMPELLING BRAND POSITIONING
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LEVERAGING PASSIONS, ASSETS & EXPERIENCES
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… WITH RELENTLESS PERFORMANCE
NO. 1 ENERGY DRINK ASSOCIATED MUSIC
2013 - NO. 2 ENERGY DRINK
£100M BRAND SALES
KEY DRIVER COCA-COLA GB INCREMENTAL PROFIT
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25
LED POWERADE BUSINESS IN EUROPE
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DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS
WAYNE ROONEY
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TEAM GB – BEIJING OLYMPICS
DEVELOPED “INNER GEAR” CAMPAIGN UTILISING HIGH PROFILE ASSETS
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LAUNCHED POWERADE ZERO WITH JESSICA ENNIS AS AMBASSADOR
JESSICA ENNIS
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HYDRATING
LED 2012 EUROPEAN AND GLOBAL POWERADE OLYMPICS & EURO CAMPAIGN
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2012 2010
EURO
DRIVE AWARENESS OF POWERADE’S HYDRATION ROLE ON FIELD OF PLAY
ESTABLISH PRODUCT PORTFOLIO AND OLYMPIC ASSOCATION
ZERO
Disruptive Design standard packs /Gift with purchase
(JPG bottle)
PARALYMPICS
Latest fashion, competitions
JPG: exclusive
interviews and accessories
OLYMPICS100M FINAL
TICKETS
ION4
SPORTS BOTTLE
ACTIVATION
OLYMPIC VISION – A CAMPAIGN 3 YEARS IN DURATION
1 YEAR TO GO (GB)
2011
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IN 2012 LEVERAGED POWERADE’S UNIQUE PIECE OF SPORTS KIT
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VIS
ON FIELD OF PLAY
SHOPPER ACTIVATION
TVCSOCIAL MEDIA
OUTDOOR & PRESS
COMMUNITY
Classified - Restricted
2012 CAMPAIGN: ALL CONNECTION POINTS FOCUSED ON COMMUNICATING ROLE ON FIELD OF PLAY
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RESULTS
Activated 25+ markets globally
Smashed Campaign norms
High Brand Association with Olympics
Sales in GB +33% YOY
Classified - Confidential