{"id":277,"date":"2025-11-02T07:50:56","date_gmt":"2025-11-02T07:50:56","guid":{"rendered":"https:\/\/qizeyu.annenbergprhosting.com\/?page_id=277"},"modified":"2025-11-03T10:42:25","modified_gmt":"2025-11-03T10:42:25","slug":"paid-media","status":"publish","type":"page","link":"https:\/\/qizeyu.annenbergprhosting.com\/?page_id=277","title":{"rendered":"Paid Media"},"content":{"rendered":"\n
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Creative Brief<\/o-anim-typing><\/h2>\n\n\n\n
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Brand<\/strong>: Coca-Cola
Product<\/strong>: CBD Coca-Cola
Campaign<\/strong>: Unwind the World<\/em><\/p>\n\n\n\n

Target Audience<\/strong>:
The target audience for CBD Coca-Cola is Millennials and Gen Z<\/strong> (ages 18\u201340), 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.<\/p>\n\n\n\n

Where the Ad Will Appear<\/strong>:<\/p>\n\n\n\n

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  • Out-of-Home (OOH)<\/strong>: Los Angeles Metro Bus Shelters \u2014 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.<\/li>\n\n\n\n
  • Print<\/strong>: The back cover of Men\u2019s Health<\/strong> \u2014 A high-profile placement in Men\u2019s 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.<\/li>\n<\/ul>\n\n\n\n

    Goal<\/strong>:
    The primary goal of this campaign is to increase awareness<\/strong> 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.<\/p>\n\n\n\n

    Current Perception vs. Desired Perception<\/strong>:<\/p>\n\n\n\n

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    • Current Perception<\/strong>: Coca-Cola is widely known as a soft drink brand, associated with sugar-laden, indulgent beverages. The brand\u2019s image is primarily youthful and energizing.<\/li>\n\n\n\n
    • Desired Perception<\/strong>: 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.<\/li>\n<\/ul>\n\n\n\n

      Why Do We Need This Ad?<\/strong>
      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\u2019s credibility as a wellness brand, creating awareness and interest among consumers who are increasingly seeking natural, calming alternatives to manage their mental well-being.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n\n\n\n\n

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      Advertising Headline\/Tagline<\/o-anim-typing><\/strong><\/h2>\n<\/div>\n\n\n\n
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      OOH Placement<\/strong>:<\/p>\n\n\n\n

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      • Los Angeles Metro Bus Shelters<\/strong> \u2014 Strategically placed along busy routes in urban areas, near offices, wellness centers, and lifestyle hubs. This placement targets busy commuters who are often on-the-go and can be easily reached during their daily travels.<\/li>\n<\/ul>\n\n\n\n

        Print Placement<\/strong>:<\/p>\n\n\n\n

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        • Back Cover of Men\u2019s Health<\/strong> \u2014 This premium placement targets the publication’s core readership of health-conscious men, who are often interested in fitness, mental well-being, and natural health solutions.<\/li>\n<\/ul>\n\n\n\n

          Rationale for Placement<\/strong>:<\/p>\n\n\n\n

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          • OOH (Bus Shelters)<\/strong>: Bus shelters offer significant visibility in high-traffic areas, ensuring that the ad is seen multiple times by busy professionals and commuters. The visibility is continuous, which is key to reinforcing the campaign message.<\/li>\n\n\n\n
          • Print (Men\u2019s Health)<\/strong>: The back cover of Men\u2019s Health provides prominent visibility and directly reaches the target demographic \u2014 men who care about health, wellness, and mindfulness. The premium placement ensures the ad gets attention from a highly engaged audience that is already inclined toward wellness products.<\/li>\n<\/ul>\n\n\n\n

            Strategy Note<\/strong>:
            The tagline \u201cRefresh. Relax. Repeat.\u201d reflects the core benefits of CBD Coca-Cola \u2014 refreshing and revitalizing, while also promoting relaxation. This concise and rhythmic tagline is designed to be memorable and reinforces the beverage\u2019s dual promise of relaxation and refreshment. It speaks directly to the target audience\u2019s need for a balanced lifestyle that includes moments of calm amidst their busy, demanding lives. The tagline aligns with the wellness movement, appealing to the audience\u2019s desire for natural products that help manage stress and mental well-being. By using clear, easy-to-understand messaging, the campaign invites consumers to integrate CBD Coca-Cola into their daily routines for relaxation and focus, without sacrificing taste or refreshment.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

            Creative Brief Brand: Coca-ColaProduct: CBD Coca-ColaCampaign: Unwind the World Target Audience:The target audience for CBD Coca-Cola is Millennials and Gen Z (ages 18\u201340), primarily young professionals and creative individuals who are looking for natural ways to manage stress, stay balanced, and recharge throughout their busy days. 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