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?


Discussion Questions:

  1. 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?
  2. Identify the message strategy (cognitive, affective, conative) that best matches the launch. Explain why you think it will be the best approach.
  3. Choose the type of advertising appeal (fear, humor, sex, music, rationality, emotional, scarcity) that fits this product introduction. Justify your choice.
  4. 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?

About Dr. Donald Baack

Co-author of textbook.

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