Coca-Cola has introduced a new flavor: Orange Vanilla. The roll-out follows successful launches of Cherry Coke and Vanilla Coke plus diet versions. How should this new item be launched?…
- Read: the Press Release from Coca Cola’s website: “Introducing Orange Vanilla Coca Cola… (Links to an external site.)Links to an external site.” and this CNN Story (Links to an external site.)Links to an external site.
- What is Coca Cola’s motive for launching this new product? Do you believe it will succeed?
- Identify the primary message strategy (cognitive, affective, conative) you feel best matches the launch. Explain why you think it will be the best approach.
- Choose the type of advertising appeal (fear, humor, sex, music, rationality, emotional, scarcity) that fits this product introduction. Justify your choice.
- Choose the type of executional framework you feel would work best and justify your choice.