March 4th, 2011

Coca-Cola Launches Global Music Effort to Connect With Teens

Advertising Age

For Coca-Cola, teens are it.

A year ago, the beverage giant unveiled its 2020 Vision, which calls for the company to more than double system revenue to $200 billion, as well as servings to more than 3 billion per day by the year 2020. To accomplish that, the company will need to attract teens—lots of them.
By 2020, one-third of the world’s population, or 2.5 billion people, will be younger than 18. And in the next 10 years, teens in the U.S. will number 31 million.

To that end, Coca-Cola is readying its largest teen-focused campaign to date, Coca-Cola Music. Given the rapid growth of the teen market globally, Coca-Cola plans to take the campaign to more than 100 markets. Six markets, China, India, Indonesia, Nigeria, Pakistan and the U.S., will house half of the teen population by 2020.

Read more:  http://adage.com/print/149204

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