Brief: Coca Cola wanted PR help in achieving two clear objectives, specifically concentrating on the West Midlands area. The first objective was to increase the participation of young women in cricket and to develop the association of Coca-Cola and their new Powerade drink with sports in the community. The second objective was to increase overall brand awareness with young people aged between 14 – 16.
Method: This West-Midlands focused project saw the development of an inter-school cricket tournament, aiming to increase the participation of young inner-city women in cricket. Partnering with several well-known cricketers, the local Asian radio station and the local press, the PR team and supporting Marketing team liaised with a large network of secondary schools in the West Midlands area and developed a live online portal for the schools to use. Cricket tournaments across the region culminated in a cricket final with an Awards presentation.
The second campaign was developed to focus on youth clubs in the West Midlands, and specifically on young 16-year-old males. Again, wanting to increase sales, brand recognition, and to associate the Coca-Cola name with something that the target audience saw as ‘cool’ and positive, the team worked on the development of a series of DJ Workshops across Birmingham. Encouraging young people to collect the ring pulls from the cans to receive free DJ equipment for their youth clubs, the team liaised with youth workers, youth clubs and DJ’s across the West Midlands to set up and run the project.
Result: The campaigns were a great success and as well as meeting the set objectives, gained much local and regional print and radio coverage.