After a lot of team work we finished our assignment for Consumer Behavior. The assignment was to make a brand map (using BCM method) and coming up with an idea for a creative communication campaign to change that brand map.
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We had to choose from 6 brands and due to the fact that we are a very international group we chose Coca Cola Zero. No one from the team liked CCZ, but it was the only one that we could all relate to.
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It was nice work, but it felt kind of weird to work for a brand that I don’t like. At the end of the assignment we had to come up with an idea for creative communication in order to change the brand map.
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As we predicted CCZ is perceived as “healthy” and “helps to stay fit”. Well we didn’t agree. Here’s what we came up with…
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