Coca - Unmask
In the occasion of Halloween 2022, the campaign encourages teens to 'unmask' instead of 'putting mask on' as usual Halloween to occasionally have the different connection with moms.
Section Title
​Brand Challenge
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Not associated as an everyday drink
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More popular at special gatherings
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Sugar tax excise
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Home meals associated with traditional options like tea Vietnam
Task
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Build relevance during home meals
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Stimulate the habit of daily consumption
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Strengthen connection between teens & moms
Communication Objectives
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Raise 70% Target Audience into being aware of Coca-Cola
as a brand who alleviates the tension with mums -
Encourage target audience into engaging with the campaign in both online and offline touchpoints
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​Convert 5% sales volumes into buying the campaign's limited edition 4-pack for daily consumption
Target Audiences
​Demographics:
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Occupation: Students
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Age: 13-19
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Income: ~2million VND/month (Parental allowance)
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Geography: Hanoi & Ho Chi Minh Ci
Psychographics
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'Pivotals': Socially and health conscious
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FOMO: Purchase swayed by peers
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Value-driven: Economically and emotionally
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Identity dilemma: Confusing changes in terms of identity
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Love eating out: Awkward when dining with family
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Open-minded: An urge for self-discovery ​
Creative
Media Master Plan
Timeline
Budget
