Brand: Coca-Cola
Product: CBD Coca-Cola
Campaign: Unwind the World

Target Audience:
The target audience for CBD Coca-Cola is Millennials and Gen Z (ages 18–40), primarily young professionals and creative individuals who are looking for natural ways to manage stress, stay balanced, and recharge throughout their busy days. This group values mindfulness, wellness, and natural alternatives to traditional methods of relaxation like alcohol or caffeine.

Where the Ad Will Appear:

• Out-of-Home (OOH): Los Angeles Metro Bus Shelters — The choice of bus shelters in high-traffic areas such as near office buildings, yoga studios, and gyms is strategic for targeting busy professionals and wellness-conscious consumers on the go.
• Print: The back cover of Men’s Health — A high-profile placement in Men’s Health, a publication known for its focus on fitness, health, and wellness, will align with the target demographic’s interests and position CBD Coca-Cola as a health-conscious option.

Goal:
The primary goal of this campaign is to increase awareness of CBD Coca-Cola and establish it as a modern, wellness-oriented alternative to traditional beverages. The campaign will aim to shift perceptions of Coca-Cola from just a sugary refreshment to a health-conscious brand offering functional, relaxing products.

Current Perception vs. Desired Perception:

• Current Perception: Coca-Cola is widely known as a soft drink brand, associated with sugar-laden, indulgent beverages. The brand’s image is primarily youthful and energizing.
• Desired Perception: Through the launch of CBD Coca-Cola, the brand should be seen as a forward-thinking, wellness-focused company offering beverages that help people unwind and promote balance. This would reposition Coca-Cola as an innovator in the health beverage sector.

Why Do We Need This Ad?
This ad is essential for launching CBD Coca-Cola and introducing the new product to a health-conscious, trend-aware audience. It will establish Coca-Cola’s credibility as a wellness brand, creating awareness and interest among consumers who are increasingly seeking natural, calming alternatives to manage their mental well-being.