SUBJECT: The Creative Strategy for Coca-Cola Vanilla

In order for Coca-Cola to increase its market share in the soft drink market, the company is planning to reintroduce the vanilla-flavor product, calling it “Coca-Cola Vanilla”. Given that previous unsuccessful advertising experience of Vanilla Coke, the new Coca-Cola Vanilla really needs a fresh creative strategy. Hence, to identify its initial message/creative strategy for the reintroduction of Coca-Cola Vanilla is an urgent issue for the company. Several critical factors are briefly summarized below. In terms of the industry, the saturated market and keen competition makes it more difficult for Coca-Cola Vanilla to gain market share. Besides, the battle in the soft drink industry has shifted from allied brands to extensions of the flagship brand. Concerning to its internal factors, Coca-Cola has already become a happy part of American life. The vanilla flavor is the whole reason for Coca-Cola Vanilla and was reported to be welcomed among the public. The direct advertising goal is to gain 3 % market share in the industry, while the indirect goals are to gain sufficient positive awareness and convince 55 % of the TA to have purchase intension within one year. It uses a use/application positioning approach to position the product as a smooth soft drink for party times. As for feedback from the focus group, social and sensory factors are reported to be th