Selected Brand Case: Coca-Cola – Launch of CBD Coca-Cola
The “Unwind the World” campaign aims to position CBD Coca-Cola as the drink of choice for anyone looking for refreshment and relaxation. Focusing on the product’s utility for generating relaxation, focus, and mental clarity, this effort addresses younger professionals and the creative class, all of whom appreciate mental wellness in their busy lifestyles. Through this initiative, CBD Coca-Cola will be positioned not only as a functional beverage but as a lifestyle beverage that will resonate with young people’s current social and health aspirations. This campaign will create a compelling message that combines Coca-Cola’s role as the foremost provider of refreshment in beverages with the contemporary image of health products. The message will center around the concept of “refreshing relaxation,” thereby positioning this product as a way to create a balanced lifestyle in touch with itself and its surroundings.
The “Unwind the World” campaign aims to establish CBD Coca-Cola as the leading beverage in the emerging CBD market by achieving the following goals:
1. Increase Brand Awareness: Achieve a 25% increase in brand awareness for CBD Coca-Cola within six months post-launch.
2. Generate Social Media Impressions: Attain 1 million+ organic impressions across social media platforms within the first quarter.
3. Earn Top-tier Media Coverage: Secure two Tier-1 media placements in top publications (Forbes, The New York Times) within six months.
4. Build Digital Community: Grow 5,000+ engaged followers on Coca-Cola’s social media channels by the end of the first quarter.
