iCoke.ca Summer Music

Teens get what they want at iCoke.ca

The Challenge:

With the carbonated soft drink category experiencing flat growth for the first time, Coca-Cola wanted a consumer promotion that would reverse the trend and outpace the category while connecting with consumers in a meaningful and relevant fashion. What BSTREET understood the brief to say was, “increase sales of the flagship brand and steal market share from Pepsi”.

The SmartIdea™:

After digesting the brief in considerable detail, it became clear to the BSTREET planning team, the brand really needed a compelling consumer idea that could be developed into a fully integrated marketing campaign, not just a consumer promotion. An idea designed to make Coca-Cola their first choice during the all-important summer selling season.

“I get what I want at iCoke” was BSTREET’s SmartIdea™ that traveled across the marketing mix, connecting with Coke’s next generation of drinkers – teens. Our proprietary, consumer research helped to validate our consumer messaging and refine our key purchase drivers in advance of campaign presentation. The relentless pursuit of teens became our strategic focus to delivering consumer value and experiences through music, a key teen insight

The music campaign geared to teens. Wave 1 kicked off the summer with a FREE Fall Out Boy concert at Dundas Square in Toronto in front of +6000 screaming teens. A sponsorship with Live Nation and Ticketmaster, helped to elevate our music credentials through a national on-pack promotion where teens could Instantly WIN a Concert Trip for 2 of their choice anywhere in North America, plus Daily Instant Win Concert Ticket Prizes online at iCoke.ca. The retail environment was supported by massive music related POS displays and tactical packaging carried unique PIN’s behind the label to drive to teens to iCoke.ca and enter the contest. Once on the site, consumers could enter the contest or bank their points towards the purchase of a broad range of music, experiential and movie offers.

The Results

We can’t share all the results with you, but we can tell you the summer iCoke music campaign was so successful that it helped meet and surpass all business and recruitment objectives, making iCoke the nation’s largest youth-targeted loyalty program, winning a PROMO Gold for Best Loyalty and Volume Recruitment campaign.