The Proposed IMC Campaign Seeks to Refresh Gen Z

The Proposed IMC Campaign Seeks to Refresh Gen Z 
Introduction
The Coca-Cola Company is a multinational corporation in the beverage industry established by John Pemberton in 1886. The company’s headquarters are in Atlanta, Georgia, and it operates in over 200 countries around the world. The company’s portfolio consists of over 500 beverage brands with an average daily consumption of approximately 1.06 billion beverages. The company’s marketing strategy is an integration of the product, pricing, place and distribution, and promotion. Through this integrated marketing approach, Coca-Cola has increased its profitability and market share while maintaining widespread consumer trust over the years. Further, the company has been able to enhance its reputation through numerous CSR initiatives, especially with a focus on sustainability. The organization’s promotional activities have also proven vital to its sustainability, showcasing its ability to evolve through the development and capitalization of effective marketing communications strategies. Therefore, every decade, Coca-Cola remains relevant in the eyes of consumers, further increasing sales and reach.
Currently, Coca-Cola is guided by a powerful vision communicating its mission and goals to the world. The organization’s vision is to “craft the brands and choice of drinks that people love, to refresh them in body and spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet” (Coca-Cola, 2022). This vision is complemented by the company’s purpose, or mission on earth which it explicitly states is to: “Refresh the world. Make a difference.” These two speak about the organization’s commitment to ensuring guaranteed survival in the world.
As an organization that is in a highly competitive industry, Coca-Cola maintains a diverse marketing paradigm with the goal of maximizing its reach to the world. Among the channels used by Coca-Cola in its diverse marketing communications include advertising, direct marketing, public relations, personal selling, sales promotion, and internet or interactive marketing. In line with its purpose or mission, Coca-Cola often communicates a message of refreshment, entertainment, and fun to its target market. Over the years, the company’s campaigns have made use of slogans that have greatly influenced consumers’ perceptions of the company and its products. Examples of some of these slogans include “Taste the feeling,” “Open happiness,” “Enjoy life,” and “Life tastes good.” Each of these slogans has helped to share the company’s softer side of mainly seeking to ‘refresh.’
In line with Coca-Cola’s quest to ‘refresh the world,’ the proposed IMC campaign seeks to refresh Gen Z through a focused campaign aimed at enhancing the appeal of Coke Zero to this generation. The plan should bring about increased sales of Coke Zero while also making a difference in the lives of the targeted population.
Target Audience
Generation Z is the target audience for the proposed IMC plan. The scope o...