03

January

Strengthening brand image and increasing product awareness

Coca-Cola is the world’s largest beverage company.

Goal

Coca-Cola Light aimed to strengthen its brand image and increase product awareness among 14-59 year olds.

Solution

Coca-Cola Light chose RTL – a leading content distributor in Germany – to reach its target audience and opted to use Mirriad In-Video Advertising. Their ad units were embedded into the most contextually relevant scenes, and Mirriad’s technology successfully delivered Coca-Cola Light’s brand message at scale in three popular shows on RTL “Unter Uns”, “Alles was zählt” and “Gute Zeiten, Schlechte Zeiten” over the course of three weeks.

Results

Brand perception 72% IS A COOL BRAND1

Brand affinity 53% IS A BRAND FOR PEOPLE LIKE ME1

Perfect match 78% AGREE IT FITS WELL INTO THE PROGRAM2

Product desire 59% AGREE IT MAKES THEM WANT COCA-COLA LIGHT2

Download the case study here.

SOURCE: IP Deutschland. Program “Gute Zeiten, Schlechte Zeiten“. January 2015. Base: Adults 14-59 years, n = 310 total. 1. Question: “Now read some of the characteristics and statements that can be used to describe companies or brands. Please indicate to what extent, in your opinion, these statements also apply to the Coca-Cola light brand.” (n = 276 non-reminder group) 2. Question: “Now you can find various statements about the integration of Coca-Cola light within the program. Please indicate how much you agree with these statements.”

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