brand-identity-guidelines-coca-cola-zero-1

Strategic OverviewIdentity and Design Standards: Foundation1.05As with all expressions of the Brand, the Identity and DesignStandards align with the Coca-Cola Zero Brand Vision andArchitecture (BVA), as shown here.The Coca-Cola Zero Brand is positioned to target 18-24 yearold males who are fueled by an unprecedented belief in whatthey can achieve, and driven by an impatience with the statusquo. Coca-Cola Zero speaks to individuals who are in theirformative years of change and discovery, and who areactively taking the lead in determining who they can be.Always refer to SparkCity for the most recent version of theBVA.ARCHETYPE: ExplorerPERSONALITY & CHARACTERMaverick, Unconventional, BoldSmart, Humorous, Masculine,with a Clear PurposeCategory InsightNeither a Diet Nor a Regular,Coca-Cola Zero has the Opportunityto Redefine the CategoryCoca-Cola Zero Fusion of Taste, ZeroSugar and a Bold Youthful Image,Make it a Truly Unique PropostionCompetitive EnvironmentGame Changing BrandsThat Are Battling For 21st CenturyYouth (Obama, Apple...)The Battle For Share of Heart & MindWill Deliver Share OfStomach & WalletBRAND VISIONCoca-Cola Zero IsA Beacon Of PossibilitiesMARKET BRAND PEOPLEHighest Emotional GroundOptimismConsumer Experience & DriversMaking PossibilitiesA RealityInspiring you to create and explorenew paths that expand what’spossible in the world.With one single purpose:TO CREATE A BETTER REALITY– FOR ME, MY WORLD, THE WORLD –Product & Brand TruthsGreat Tasting Refreshment.Great Coke Taste, Zero Sugar, UpliftingRefreshment (Physical & Emotional),Authentic, Bold, Unconventional,Youthful.BRAND IDENTITY SYSTEMBlack, Bold, ConfidentContour, Dynamic RibbonHuman & Cultural ContextToday’s Youth Have ThrownAway The RulebookFueled by an unprecedented belief inwhat they can achieve; enabled bytheir unlimited access to informationtechnology and driven by theirimpatience with the status quo, theyactively define what’s possibleTargetExplorers, Creators, Open-MindedExperience SeekersIn the formative years of changeand discovery and motivated by theirneed for self determination...they are actively taking the leadon determining who they can be.Impulsive stars 18-24 M(Halo to Wishful Wanabees)AMBITIONBusiness: Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020.Brand:Move from a great tasting diets & lights brand to a game changing brandthat inspires a new generation to define their own new positive reality.Coca-Cola Zero: Brand Vision and Architecture (BVA)Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009