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:

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.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s