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?
Resources:
- CNN Story
- CBS Miami Coverage
Discussion Questions:
- Read the CNN story and watch the CBS Miami coverage. What is the motive for launching this new product? Do you believe it will succeed?
- Identify the message strategy (cognitive, affective, conative) that 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.
- Should Coke employ a spokesperson to assist in the launch? If so, which characteristics would be most useful? How would the choice fit with your answers to questions 2 and 3?
Clow/Baack 