Although there are many tried and tested methods when it comes to developing a PR plan or campaign, most of these are centered and developed around the steps listed below:
1. Research
2. Analysis
3. Goal Setting
4. Objective
5. Developing strategies
6. Devising and implementing tactics
7. Monitoring
8. Evaluation
2. Analysis
3. Goal Setting
4. Objective
5. Developing strategies
6. Devising and implementing tactics
7. Monitoring
8. Evaluation
I've done some research and came across an example of an excellent PR campaign organized by the Coca Cola company when it launched one of its products - the Coca Cola Zero. Using the guide above, I will attempt to break down Coca Cola's campaign into the various stages of its development.
Image source: http://www.siampolonews.com/images/logoCokeZero.jpg
Research and analysis:
Through market research, Coca Cola was able to discover that consumers in their 20s preferred healthier drinks (with less sugar) compared to the existing Coca Cola. Although they had the Diet Coke product, males generally stayed away from it as the "diet" label suggests a milder taste. Thus, the company decided to go with the "Real Taste, Zero Sugar" concept.
Goal Setting and Objectives:
While the main goal of the campaign was to successfully launch the Coke Zero brand, the initial PR objective was to launch the Zero Movement - a movement to encourage low-sugar consumption WITHOUT introducing the Coca Cola brand. It was only after the success of this campaign that Coca Cola Zero was officially launched.
Developing Strategies:
The core strategy of the campaign was to launch The Zero Movement (which will gain lots of media publicity and attention) and allow the launch of Coca Cola Zero to ride on the waves of the campaign's success. Sponsorships and additional media campaigns will the follow up to continue advertising the brand.
Implementing tactics:
Following this would be the actual implementation of the strategies which included the Zero Movement and the actual media campaign itself. Here are a few video clips featuring television commercials promoting Coca Cola Zero.
Evaluation:
An evaluation would then be carried out to measure the success of the campaign. Since the brand was able to make the launch of the Zero Movement a complete success, it was able to use it to gain media coverage for the new Zero brand. The objectives of the PR plan was met, therefore making the campaign a success.
Interesting and funny advertisements used to promote Coke Zero. Referring to the first video you posted up, do you think it is ethical for advertisements to contain inaccurate information to mislead potential consumers? The advertisement clearly sends the message that,ok I'm a little confused what they are trying to bring across here either. Drinking coke zero makes you strong? Charismatic? However, in actual fact, Acesulfame potassium and aspartame are both used in Coke Zero in all countries, and these artificial sweeteners have been the subject of controversy for health reasons. Furthermore, Sodium cyclamate, a relatively cheap artificial sweetener banned by the U.S. Food and Drug Administration (FDA) since 1969 for causing cancer (though this claim has been called into question), has been and in some cases still is used in the Coca-Cola Zero versions produced in Spain, Portugal, Venezuela, Chile, and some Central American countries.
ReplyDeleteDoes all these compound the claim of coke zero that it is a healthy drink?
Hi Joane,
ReplyDeleteThe funny thing about this blog entry was that the week after it was posted, I actually did some more reseacrh and found out that this campaign was notorious for being unethical!!
Apparently, people were not pleased that the Zero Movement (which was disguised as a public health initiative) was actually a catapult which was used to launched the Coke Zero brand - which, as you have pointed out, isn't even really healthy in the first place.
Having said that - and as unethical as it may seem - I would still have to admit that using a seemingly positive and harmless event as a slingshot to skyrocket your brand to fame probably seemed like a good idea at the time (putting myself in the shoes of the PR people who thought of it).
Oh dear. I hope I don't end up becoming an unethical PR practitioner in future!