Branding for Coca-Cola Beverage Dispensor
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
A fast induction on the buyer’s organisation
I work at The Coca-Cola Company, and right now I',m the cluster marketing ruler of a dispenser platform named Freestyle which is useful in fast food restaurants. We have almost 45,000 of them in locate. The dispenser offers 200-plus brands and a personalized consumer experience.
What challenge were you trying to address with Mistress?
I’ve been at Coca-Cola for 16 years, but I',ve been working with Freestyle for a year and a half. I brought Mistress in to help me with its branding.
What particular tasks were The Many (formerly Mistress) responsible for?
I began with Mistress with what we call a brand vision architecture. We sought to plainly mark what a brand could rest for in the hearts and minds of consumers. Freestyle is all almost empowering nation to select what’s right for them in a beverage activity where there are 200-plus brands to select from. With Mistress, we worked to aspect out what that empowerment would look like, whether it be a piece of film or a point of sale, or any kind of above-line interaction. We wanted to fetch the idea to life that Freestyle empowers you to select. As a part of that brief, Mistress delivered a branding strategy and worked on the execution of the messaging, which included a piece of film that brought to life the interaction almost empowering nation to select. They helped educe a tagline, which was “Choose freely.” They educeed radio spots and points of sale, and they helped us with lifestyle poetry to use in collective media, including different collective media posts and digital marketing executions.
How did you come to work with Mistress?
On this project, Mistress was the leading above-the-line agency that we worked with. Previously, I had worked with some digital marketing, collective media, and PR agencies, but Mistress was the leading above-the-line marketing agency. At Coca-Cola, I worked with Lee Roth, who then began working at Mistress. I believed in his strategic pondering, which is what opened the door to Mistress for me.
How much have you invested with Mistress?
We spent almost $1.4 to $1.5 million with Mistress.
What is the terminal result of working with The Many (formerly Mistress)?
We began working unitedly in January 2016, and our work is ongoing for the year.
Could you share any evidence that would prove the productivity, condition of work, or the contact of the engagement?
We do a global tracker in which we get results back, and all of our key metrics are up for the year of 2016. The metrics are almost brand awareness. There are increases in metrics almost “I like Coca-Cola more,” “I like soft drinks more,” “I value restaurants where I find Freestyle machines.” Our key metrics are up significantly, and we’ve seen nice increases statistically.
How did Mistress accomplish from a project treatment restpoint?
I loved working with the account team. For the most part, I worked with a woman named Toshi, and Lee Roth was implicated with a lot of the strategy. I’d give super high marks for both of them. I felt like they over-delivered and all was on time, within budget, and of a high condition.
What did you find most forcible almost Mistress?
I feel like there’s an intimacy almost Mistress, no pun intended. It doesn',t feel like a big shop where a plianter brand is going to get lost. Even though Coca-Cola is colossal, the project I',m working on, Freestyle, is a very pliant part of The Coca-Cola Company. I felt like we were a brand that nation cared almost within the shop, and I had the highest condition nation in that shop working on my project. I also felt like they were ready to take risks, they weren',t fearful. That fearlessness comes athwart in the fact that they’re bold sufficient to name their agency Mistress, and they kind of live that brand themselves. I always feel like they’re going to give me riskier, cut-through, restout creative work, and I ponder they delivered on that.
Are there any areas Mistress could better?
My experience with them was big. I would perhaps push them a pliant bit more on a strategic level over just having cool ideas. We did big work unitedly and had a big relationship in 2016, but I’m a pliant worried that two of my key nation have now left the organisation. So far things seem to be going big, and I have no complaints.