Catapulting Coke
Fueling Coca-cola with a fountain of crisp, cool insights for brand repositioning
Situation
Challenged with repositioning the iconic brand in the hyper-competitive world of foodservice, Coca-Cola’s marketers invited Peacock Nine to help them better understand—
Pepsi & Coca-Cola proprietors’ realities, needs, fears and desires
Coca-Cola’s perceived strengths and weaknesses relative to Pepsi
Coca-Cola’s current brand equities and brand positioning
The best path forward
Solution
Our team designed, and executed one, hybrid qualitative and quantitative research study, completed by 650 senior-level, foodservice decision-makers from across the United States.
Brand positioning intel was provided by P9’s proprietary Cognitive Collage metaphor elicitation tool.
Peacock Nine’s strategic analysis of this study’s insights became the cornerstone of Coca-Cola’s brand positioning strategy, agency briefings, advertising campaigns and ongoing integrated marketing endeavors.
Timing: 1 month
