The Coca-Cola-Creative Brief Approach

The BBDO creative brief approach is one that is short brief and to the point. This is the approach that will be taken to create a brief for the Coca-Cola Company specifically Coca-Cola. There are five steps in this creative brief approach: Get, To, By, Support, and Tone.

Get: Demographic/ Target Audience

After researching demographics of Coca-Cola it was found that Men are more likely to drink Coca-Cola. It was also found that people between the ages of 45-65+ are more likely to be drinking Coca-Cola. Other forms of demographic that were found on Coca-Cola are that People who are Caucasian, have no kids, or have no college experience are more likely to drink Coca-Cola. It is also seen in North America that people in the southern region

Each quadrant is located more on the thinking side or the feeling side. At first one would think that Coca-Cola would belong in the Quadrant 3 section. This section is Thinking/Low importance also known as the habit-information model. Consumers of this model make purchases without much thought. Looking at the recent ad campaign of Coca-Cola called One Brand with the new slogan “Taste the Feeling” it could be seen that Coca-Cola is trying to move themselves into quadrant 4. Quadrant 4 is feeling/low importance which is also known as the self-satisfaction model. In this quadrant the consumer are reactors and the products try to please individual taste. Coca-Cola’s one brand advertising campaign is trying to take something is usually bought without much thought and turn their product into something that makes the consumer feel special or connected while drinking it. An example of this would be someone drinking a certain type of beer because it makes them feel that way. With Coca-Cola’s one brand they are trying to include all of their various types of Coke to make a consumer feel just as special drinking it just like the beer