The Power of an Idea

THE POWER OF AN IDEA

Blog Post 4

Facebook began as an idea in 2004 to connect students within Harvard University, and expanded to other colleges and Universities in the world, leading to the most popular social media network in the world. To the best of my knowledge, Zuckerberg was not aware of the depth of his idea and the impact it would create in the world. Fourteen years later, Facebook is an ecosystem present in all corners of the world and a platform that not only connects people, but also businesses and ideas. The platform has become a space for digital marketing hence hindering the original idea to connect friends and family.

According to an article published on January 12, 2018 on El Tiempo newspaper, Zuckerberg decided to publish his plans to change the walls of users, allowing space for people, and removing space for paid content. Shares dropped 3.6% and also reducing his fortune by $74.4M. The idea was not taken positively given that the platform allows for marketing and product positioning.

 Once again, technology is ever evolving and an idea as simple as it may, could evolve into an empire and mutate completely. A social network can become the world’s biggest digital platform, as well as a search engine who can also become the world’s biggest innovator. Who knows what is next. I’ve heard great noise in virtual reality, face recognition and voice activated devices. Clearly enough these are ideas that are becoming more and more inherent in people’s lives, and consumers take advantage to position products at a price.

Source: http://www.eltiempo.com/economia/empresas/facebook-pierde-millones-por-cambio-de-logaritmo-en-noticias-170514

Unilever Warns Social Media to Clean Up Toxic Content

Here's the original story:

Unilever Warns Social Media to Clean Up Toxic Content
https://techcrunch.com/2018/02/12/unilever-warns-social-media-to-clean-up-toxic-content/

Here's what it means for us:

In the past thirty years, the definition and articulation of brand has shifted from a top-down, single Brand voice to a collaborative negotiation of co-authorship with a brand's constituency.  In the old world, brands were static and reinforced by brand messaging.  In the new world, brands are ever-changing and representative of collective consumer sentiment.  

This is a double edge sword for marketers.  It allows for brands to be true reflections of their underlying consumers, but sometimes that may not be the voice or message that a brand wants.  Brands constantly have to police what consumers and brand advocates are saying about them.  This becomes increasingly challenging in a programmatic digital world.  Most digital marketing is built off of relevancy.  But relevancy has unintended consequences.  When you talk with a retailer, the first this they will discuss is brand adjacencies.  This is whole they sit next to on a shelf at retail.  Adjacencies act as not-so-subtle positioners of brands.  Think of a trip to your local watering hole.  Even if you've never heard of a liquor, but it sits on the top shelf next to Johnny Walker Blue, you know it must be good.   

On digital platforms like Facebook, Instagram, and YouTube, algorithms are constantly being rewritten to increase the relevance of paid marketing with social content.  These automated actions can lead to unintended adjacencies.  Just look at what happened with YouTube last year.  Unilever is on the first brands to push back.  Unilever can because of its scale.  Hopefully this will open up new tools and refined algorithms to not only serve up relevant content to consumers but also take into consideration brand adjacencies in programmatic placements.  

Walmart Seeks to Unify Bricks and Clicks with new App.

Here's the original article:

Walmart's Store Assistant brings in-store value to mobile app

https://www.retaildive.com/news/walmarts-store-assistant-brings-in-store-value-to-mobile-app/516730/

Here's what it means for marketers:
One of the biggest pushes in e-commerce today is omni-channel or unified commerce.  This means creating a single commerce experience for consumers with multiple touch points.  Consumers don't care if they buy an item online or in-stores, they want marketing and customer service to bridge this into a unified experience.  They want to be able to buy online and return in store, or having a customer service agent in a call center look up their last brick-and-mortar purchase to reorder online.  

This presents a series of channels for brands as they typically do not have consolidated point of sale systems and CRM platforms.  Legacy platforms create redundant entries for consumers making it hard for brands to discern if there's one 'John Smith' or a million.  

Walmart's Store Assistant presents an interesting opportunity for the brand to not only achieve a truly unified commerce experience, but also provide a consolidated customer record and increased customer service touch points.  The mechanism for engagement with the consumer is built of streamlined checkout and order history, but the beauty of this app for Walmart is accurate customer data on an emerging platform.  The app will carry from one device to another and offer a doorway to marketing opportunities and features and enhancements.  Walmart can easily move into push notifications when they become more readily adopted by marketers.  It can also introduce new payment platforms as they come online.  Further more, it gets access to a whole host of customer information that can be used for predictive analysts.  And finally, the app offers additional triggers for marketing journeys that could use geo-locative or beacon technologies.  Suppose a customer looks at an item in-store, a beacon could trigger an email to 'save for later'.  

Instagram stories

http://adage.com/article/digital/instagram-brings-carousel-style-ads-stories-section/312196/

Instagram stories have become widely used by a wide range of users, from young teens to 30-somethings, and have largely displaced Snapchat in popularity for short term images and videos. This is a great platform for advertisers because it helps brands create more experiential marketing and meets users where they already are, even when they aren't looking for it. The addition of video segment capability will further enable this and testing around what is working and what isn't and adjust efforts and messaging accordingly. This feature is complemented by the ability for bloggers and influencers to put up sponsored stories with swipe-up links. 

Old Data is Holding Back Mobile Marketing

This article highlights one of the challenges facing marketers looking to target mobile users in real-time - recency data (data that gives marketers the ability to identify and segment consumers based on how recently they have visited) in a third party situation is not made available quickly enough to be actionable. In the world of mobile, consumers are on the move and their interests or objectives are fleeting. They are quick to make decisions if an opportunity presents itself (on more inconsequential purchases, at least). In these situations, marketers need to move fast to push advertisements to these consumers in line with the interests they are displaying. Companies like Google, Facebook and Amazon are able to do this because they own their own data. But for third parties on demand side platforms (DSPs), the technology does not yet exist that allows them to react quickly enough - they often have to wait several days or weeks to appropriately digest the data and act on it. The implications for digital marketing are substantial here, and may help explain why companies like Google and Facebook dominate so much of advertising revenue - because they own the data and allow marketers to react to demand quickly. If technology can be implemented to level the playing field, advertising dollars and focus can disperse to more parties and change how big of an impact those two companies (and Amazon) have on our current digital experience.

https://adexchanger.com/data-driven-thinking/old-data-holding-back-mobile-marketing/

What Instagram’s Carousel ad format could bring to brands?

In this week, Instagram announced to bring carousel Ad to Instagram stories, which allowed brands to included up to 3 Ads per story Ad. Before, only 1 piece of carousel ad was allowed.

It is easy for us to find out that carousel Ad offered a more vivid presentation for advertisers. What are the new possibilities this offering would bring to brands? I think below are some items advertisers may try to elaborate in their future new endeavors.

Ad series. Three pieces would provide enough space for advertisers to develop a series of content. It is possible for them to develop 3 stories under a theme campaign or provide extensive information for a new product, including the commercial ad, user story and online engagement activity. Extension from one single piece to three pieces enables the advertisers to come up with a more sophisticated idea than a simple visual ad.

Relevance. The extra space makes the advertiser easier to create different angle/story lines of their Ads which could cover more audience with different interest or demographic factors. Making the audience feel relevant is important and crucial to bring them to next level - consideration or even purchase.

Engagement. The extra space offers the possibilities to present a vivid introduction of an interactive campaign. Commercial Ad, sample, or even celebrity advocate can be all posted in one story Ad. It will increase the participants rate with the support of extensive media content.

https://techcrunch.com/2018/02/01/instagrams-carousel-ad-format-is-coming-to-instagram-stories/?utm_medium=TCnewsletter

Blog #3: Can’t go wrong with promoting doing good? - Why More Super Bowl Ads are Touting Philanthropy

With Sunday’s big game right around the corner, companies are gearing up for the biggest and most expensive advertising stage. A recent article in AdAdge described that more companies plan on running commercials that focus on philanthropy during this year’s event.

The article describes that Hyundai plans on using a 60 second commercial to promote Hyundai Hope on Wheels, an organization that fights childhood cancer. Anheuser-Busch InBev will have 2 ads focused on its water focused philanthropic programs: a Budweiser ad for a Red Cross affiliated program that donates canned water to areas damaged by natural disasters as well as an ad for Stella Artois’ partnership with Water.org, an organization that invests in clean water for developing countries.

So what’s the reason behind the change? The article describes that companies are avoiding polarizing issues especially based on the current political environment. Out of fear of saying the wrong thing or becoming the victim of public backlash, advertisers have taken the path of less resistance and are sticking with “feel-good” philanthropy based ads.

There is a desire for advertisers to avoid controversy, but there is a potential risk of being seen as disingenuous. Also the price of a Super Bowl ad is so high, would it not be better to donate that money to the cause they're promoting? I think advertisers face a difficult challenge: on one hand they have to create a buzz for the product, service, or company, but on the other hand they have to make sure it’s the right buzz. I believe Hyundai, Anheuser-Busch InBev and hopefully their organizations will benefit from the increased publicity these ads will generate. However, continuing to go the safe route isn’t the path to real success.

Source: http://adage.com/article/special-report-super-bowl/super-bowl-ads-hyundai-budweiser-philanthropic-bent/312121/

JPMC BRINGS ON VAYNERMEDIA FOR VOICE

http://adage.com/article/agency-news/jpmorgan-chase-brings-vaynermedia-voice-aor/312150/

Voice is increasingly being integrated into our daily lives, mostly through media (music or video search / play) and consumer goods (ordering products on Amazon, etc). In response, marketing has responded through focusing advertising efforts through traditional media platforms. As devices like Alexa, Echo, Google Home, etc have become increasingly popular, marketing efforts have also focused on this new platform.

Using Voice to order food or play a song is convenient and the information gathered from consumers will assist in targeted advertisement. There are still many aspects of our lives that Voice does not cover and an aspect to it that makes it trendy, instead of a staple of everyday life; much like smart phones used to be.

With JPMorgan Chase, a traditional leading financial services institution, announcing they will now begin integrating Voice services into their consumer interface, it lends credibility to the technology and will bring a sense of security. If you can check your account balance or look into savings or investment options using Voice, then purchasing items the same way will seem much more normal. This move only ads to the belief that consumers will increasingly use Voice and give brands an intimate way to reach them.

Pandora: a quick (and dirty) way to boost ads revenue

Pandora, a radio music streaming mobile app, is facing challenges from on-demand music services such as Spotify, and  ecosystem players such as Apple and Amazon. While the number of users dropped to a level last seen in 2013, Pandora reported an all-time high ad RPM (Revenue per thousand impressions). I wondered if the improved RPM can be sustainable, especially seeing how iHeart radio, another traditional music radio platform, faces the risk of bankruptcy or restructuring. After digging into the financial details, it seems that Pandora is using a quick and dirty way to boost its revenue: by increasing ad-load.

Then interim CEO/CFO Naveen Chopra mentioned in Q2 earnings call that “average audio ad load increased from 3.3 to 5.3 spots per hour relative to the year-ago quarter”.  In fact, due to the higher ad-load, Pandora reduced the real price per ad. The higher RPM was simply boosted by playing more ads. Imagine if you are the listener, will you stick with the app after finding out that your ad hour has almost doubled? Users can easily shift to Spotify or other music apps. I believe this is one of the true reasons why we are seeing a decline in its user listening hours. 

Source: 

http://investor.pandora.com/Cache/1500104909.PDF?O=PDF&T=&Y=&D=&FID=1500104909&iid=4247784

Less is More for Kiehl's

I was fascinated to see this article about Kiehl's not devoting a significant amount of their budget to digital advertising. At a time when so many brands are devoting a massive amount of their marketing budget to the digital advertising space, it's a very counter-intuitive thing to read. However, what's much more interesting is how they spend the limited digital ad dollars they are spending, and where their dollars are going otherwise. Managing to increase online engagement with relatively low ad spend compared to their peers is a win-win.

It was good to see that a lot of Kiehl's focus is on marketing rather than advertising. They understand that the people most likely to convert to subscription models with them are the folks who are regularly purchasing from them already, not some brand-new customer they convert off the street. Focusing on marketing to those existing high-spend customers is a much better way for them to ultimately drive the customer lifetime value up. These customers ultimately act as the brands biggest advocates, and ensure growth through word-of-mouth.

In addition I was surprised to see their use of Facebook bots to reach out to customers who are within the geofence of one of their stores. In contracts to word-of-mouth marketing this seemed so high-tech. I think one of the potential challenges of technology like that is what I would call the "creepiness factor". Ultimately if it works for Kiehl's then who can argue with that, but I do think people are still a bit apprehensive about this kind of technology which monitors their movements/location.

One thing that wasn't mentioned in the article, which was surprising, is their use of influencers to promote their product. More recently I have seen some Kiehl's products promoted by Instagrammers and bloggers. It's definitely not at the same scale as some other beauty brands but I have seen it starting to trickle in. Based on the article it sounds like they are trying to strike a delicate balance with their use of paid advertising, and trying to ensure that their message doesn't over-saturate the market.

More on Kiehl's Marketing and Advertising strategy here.

Instagram over Facebook for video advertising?

This past week, Instagram announced that it allows brands to create longer videos on the Instagram Stories - the Snapchat style of Instagram that allows people and brands to post photos and videos that disappear in 24 hours. Previously, companies could create one 15 second video that would disappear in 24 hours. Now, they can create up to three videos in sequence. This new feature allows brands to communicate more powerfully with consumers.

Instagram has become the key platform for Facebook as Snapchat popularity is decreasing with younger generation and since the platform is less prone to toxic political posts or fake news. As Facebook is changing its algorithms and advertisers are spending less time there, Instagram is becoming to be more and more important for the advertisers. Instagram Stories are working very well for brands and users can watch a short video and then swipe-up to learn more about the brand.

According to Sheryl Sandberg, 60% of Ads in Instagram Stories are watched with the sound on. On Facebook, auto play videos often run with the sound off in the News Feed for most users. e-marketer has estimated that 18% of Facebook revenue comes from Instagram advertising. Brands continue to flock to Instagram as the platform allows marketer to measure the effectiveness of campaigns.

Source: http://adage.com/article/digital/instagram-brings-carousel-style-ads-stories-section/312196/

Right to be Forgotten is not so simple in Canada

On a recent trip to Toronto, I read an op-ed in the Globe and Mail outlaying the concerns associated with implementing the right to be forgotten in Canada. The author, a law faculty member at the University of Ottawa, expressed legal concerns as well as the challenge of finding a balance between “privacy protections with the benefits of the internet for access to information and freedom of expression.”

As context, the right to be forgotten was established in Europe in 2014 and allows individuals to request the removal of search results that are “inadequate, irrelevant or no longer relevant.” At the surface, this seems logical and a core right to privacy. However, if you delve just a bit deeper into the issue, you’ll quickly come to realize it’s not so simple.

The author outlines three main concerns: 1) doubts about the applicability of de-indexing under the existing privacy law, 2) micromanagement of search engine activity and increased editorial power of search engines, and 3) technological feasibility of geo-identification and blocking.

Our online or digital reputation is important to be able to control and maintain the right to privacy, however it should not be at the expense of access to information through search engines. Censoring or curating search results and giving editorial power to search engines like Google and Yahoo is a slippery slope. Perhaps there is a way to tie in existing legal processes for defamation and libel suits and have the outcomes drive the right to be forgotten. This would ensure the claims are substantiated and does not give editorial power to search engines.

https://www.theglobeandmail.com/report-on-business/rob-commentary/why-a-canadian-right-to-be-forgotten-creates-more-problems-than-it-solves/article37757704/

Forget Medical School, Kids Today Want to be Video Marketers

At 29, I haven’t yet really considered myself “old,” but when I read Fast Company’s article about Bleacher Report’s 23-year-old Instagram maven who is basically controlling the outlet’s entire social media marketing effort, I started to feel… out of touch.

The story is interesting, and one that I feel is becoming more common these days. In 2014, Omar Raja was a student at the University of Central Florida who had started posting video clips on Instagram – under “House of Highlights” – of his favorite sporting events. It was just for him: Raja said at the time he was depressed because LeBron James had just left the Miami Heat and he was looking for moments from games online to cheer himself up. He had a hard time finding clips on YouTube, so he started sourcing them himself.  

As House of Highlights and its follower count grew to ~500,000, the feed became a mix of Raja-generated content and clips received from fans of the Instagram, all captioned by Raja’s quick-witted and culturally relevant commentary. At this point, in 2015, Bleacher Report took notice and made Raja an offer to join the organization. Out of this partnership, Raja gained access to Turner’s content (Bleacher Report’s parent company), an office, and a legitimate career doing what he loves for a living (watching sports and posting about it online). In turn, Bleacher received a turnkey social media marketing channel it can strategically grow.

The deal is already paying off – House of Highlights doubled its revenue from the year prior and, with Bleacher/Turner’s help, is expanding its branded content offering with big brands like Under Armor. House of Highlights content views have grown into the millions and Raja’s staff has grown from one to five. It’s crazy to think that Bleacher’s multimillion dollar social media marketing spend is in the hands of someone so young with no prior experience but, at the same time, who better to tap into the outlet’s key twentysomething demographic than a twentysomething himself?

The article goes on to cite a recent survey by travel firm First Choice, which found that 75% of children aged 6-17 want to pursue a career in online video making, likely to mimic the fame and passion-driven career of people like Omar Raja. And they don’t have to go far: news outlets and brands are seeking them out instead of the other way around. In addition to Raja, Bleacher Report recently signed its first exclusive content deal with 22-year-old Instagram and YouTube star supremedreams_1 (a.k.a. Mark Phillips).

This is the new dream of kids around the world: digital video making turning into a career in digital marketing. The idea is mind blowing, but it’s also the future(?)     

https://www.fastcompany.com/40519104/bleacher-reports-secret-weapon-is-a-23-year-old-instagram-savant

America's Fav Superbowl vs Digital Marketeers

https://www.marketingdive.com/news/campaign-trail-who-will-score-a-digital-marketing-touchdown-at-super-bowl/516060/

Superbowl has grown to be one of the most expensive TV event for brands to capture seconds of consumers attention. With the constant fight for consumer’s attention, superbowl commercials have evolved to be unique, one time ads with major marketing dollars spend. For the upcoming weekend event, digital ad war space have already started. Major CPG brands are using social media platforms to launch a sneak preview or a series of previews leading up to the event.

As the article talks about, companies need social media strategy to capitalize on any successful digital ad event. This represents a key challenge for digital marketing teams as they have to be prepared to act quickly based on the consumer response to their ads. Without a well thought of digital strategy, companies face a real lost opportunity. On the flip side, digital marketing strategy for a mega event like superbowl can help launch a brand with a fraction of the cost of traditional TV ad spend.

One thing that is for certain in this media war is that consumer will be entertained irrespective of the media platform they chose. Let the battle of brands begin!

DuckDuckGo Extends Its Reach

When DuckDuckGo launched, many laughed at its CEO, Gabriel Weinberg. Why bother creating a search engine company after Google already had already won the race?

Flash forward nine years after its launch, and the company has carved out a niche. About a year ago, DuckDuckGo celebrated 10 billion searches since its founding. In the last 12 months alone, that number has risen to 16 billion, more than a 50% increase.

While the public continues to shine a light on often-shady ad tracking technology tools built by Google and Facebook, there continues to be an increased demand for online privacy. But how? DuckDuckGo has built a safe and simple alternative to those seeking online shelter from these types of trackers.

And now, they’re launching a browser and mobile app to help extend their product set beyond search. While it seemed ambitious (and kind of stupid) at the time, Weinberg’s decision to launch the company now looks quite prescient years later as there are lots of tailwinds at their backs.

It’ll be interesting to see how Facebook, Google, and other ad-driven behemoths react if DuckDuckGo continues gaining market share.

https://www.theverge.com/2018/1/23/16922508/private-search-engine-duckduckgo-browser-extension-app

Marketers Bet on Digital to Drive Interest in Super Bowl Ads

https://www.mediapost.com/publications/article/313896/marketers-bet-on-digital-to-drive-interest-in-supe.html

It wasn’t all that long ago when I would look forward to the “unveiling” of the much-anticipated Super Bowl commercials during the big game. They would be witty, funny and entertaining… and new to everyone watching in the room. This has all changed over the last several years with advertising promoting their ads days and even weeks ahead of time. Major brands will put “teaser trailers” or even their entire ads on Youtube, and previews are often shown on network morning shows the week of the big game. The only surprises left on Super Bowl Sunday are on the field.

With Super Bowl ad spots now topping $5 million, it’s not surprising that marketers are trying to get significant value out of the ads well before and after the game. Savvy digital marketers design ads that can have a life before the game and a long tail afterwards. As stated by Chris Loretto, EVP at the digital agency Adtaxi, “In today’s media-rich environment, producing a TV spot solely for game day isn’t enough. Brands need to build comprehensive campaigns that tease the ad in advance of its airing and continue the story afterwards across multiple channels. For post-game in particular, they need to be thinking mobile-first.” For example, an effective Super Bowl ad campaign can bring the same message from the TV spot to mobile in the form of :06 spots that focus on a specific character or element of the :30 TV spot.

According to AdTaxi, 47% of consumers plan to view Super Bowl related content on their mobile devices during the game. This opens up significant opportunities for marketers to build off of their TV spot, further engage the audience and drive traffic to their products. These “mobile multi-taskers” also present a great opportunity for brands with smaller marketing budgets that may not be able to afford a TV spot to take advantage of the captive audience during the big game.

How beautiful are you? Ask Facebook!

https://mashable.com/2014/01/24/dove-beauty-study/#LrtmQh7B1gq8

This article is in line with what we learnt from our guest speaker Patrick about our online image. Thanks to Social Media, an entire generation has the medium to find confidence in their looks. No longer do they have to conform to the models we see on 30 second TV ads or the hairstyle carried by our beloved Hollywood professionals.

For all the negatives out there, I think you'll find this story to be comforting and supportive of the good that comes off Social Media. Here is a definitive quote from one beneficiary that summarizes the article: "Sometimes, we pay too much attention to a negative troller, but overall, more people are realizing the power is in their own hands to use social media in a positive way," she said. "For the first time ever, we are finally taking our images and actually owning, controlling and sharing them the way we want to. We are finally shaping, sharing and owning our beauty stories."

Everyone can look pretty and handsome with just a little effort and the right guidance!

Organic on Facebook? Not so much...

Organic reach always sounds like a fantastic idea, especially for a nascent company. However, it is increasingly becoming a pipe dream, especially on Facebook.

Facebook has announced changes to their algorithm for 2018 that all but eliminate organic reach for companies. The point of this is to ensure that what Facebook users see is, in fact, what they want to see, and not just a stream of ads that take the place of their best friend's wedding photos.

In this article from Women's Marketing, it is recommended that companies reduce the frequency of posts to 3-4 per week (!) and promote those posts to ensure a wider reach. I like this idea for several reasons:

1. A company can be more considered about the content they post, as they only have to post 3-4 times per week, which should increase the quality and reduce the spam-iness of posts;
2. A budget can be more targeted and focused, as the data will be more conclusive instead of spread out across too many posts to understand adequately what is working and what isn't;
3. This change does not affect influencers (yet), so they are still a worthwhile channel to pursue within Facebook.

It is estimated that adults will spend 47 minutes per day on Facebook, 27 minutes on Snapchat, and 26 minutes on Instagram, so Facebook is still the most viable social channel and should not be cut out of a monthly spend. It does need to be done thoughtfully, though, and this change should definitely help reinforce that.

A surefire way to increase user engagement, especially with fewer posts per week, is the use of video. Engagement generated by Facebook Live is six times higher than a video post alone. This honestly sounds a bit exaggerated to me, but I suppose that numbers don't lie, and you can save a Facebook Live and allow users to view after it's completed.

Initially, I thought, how wonderful, this will slow the pace of things, but it just increases the stakes. That said, making customers more difficult to reach should, as I said earlier, result in much more interesting, relevant content, that actually provides an end benefit to the user, which is what we're all after, anyway.

Diet Coke brand revived: "Because I can"

http://adage.com/article/special-report-super-bowl/stop-diet-coke-s-super-bowl/312119/

Since we're the number types, I think its best we get straight to the numbers. Diet Coke U.S. volume declined by 4.3% last year. Its competition, Diet Pepsi fared worse, declined 7.7%. Nevertheless, Diet Coke which accounts for 27% of sales still remains the second most important brand after Coke for CoCola Inc. So the company decided to revitalize the brand in the hopes to stop shrinkage and hopefully captivate more millenniums. A classic digital media campaign in full motion.

An ingenious tagline "because I can", two separate Ad agency and a gigantic budget dedicated towards differents channel from Superbowl TV adds, to YouTube and other digital media make this a terrific digital marketing opportunity. Yet, to my surprise when I googled "because I can", I did not see Coke ads.

https://www.google.com/search?q=because+I+can

Go ahead, may be you'll have better luck!

Would this change in two weeks just after the Superbowl campaign? We'll just have to wait and see. If it doesn't then its time for Coke's Digital Marketing head to take our class!

Now we digress. The campaign itself is very appealing and well structured. The idea of using lower profile day to day celebrity endorsement is quite frankly brilliant. The new sleek thinner can and flavors like cherry, mango and orange is a perfect compliment to the tagline and "Zesty" appeal.

I only hope they get their digital marketing right. Who wouldn't like a flavored Diet Coke which is chick and cool to drink!