COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Reinventing and reintroducing a neo-retro brand: TaB, Coca Cola’s strategy, and re-integration into the diet soda market
Creator:
Morera Boza, Jocelyn Leticia Adeline Krystle
Subject:
Thesis (M.F.A.) -- Advertising
Subject:
Savannah College of Art and Design -- Department of Advertising
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"This paper will explore the history of TaB cola -including brand management and marketing initiatives set by the Coca-Cola Company throught the life of the TaB brand -as well as its outlook in today’s market. This includes suggestions of stealth tactics and unconventional advertising methods based on a growing audience that values authenticity and self-discovery and rejects mass media. Despite its relatively small profit margins, Coca-Cola continues to produce this passé diet drink even with the presence of more lucrative alternatives. The objective is to project ways in which TaB cola might reinvent itself. By looking at the history, various case studies, consumer behaviors and trends, we can devise a practical approach for re-integrating the brand into wide-spread relevancy."
Abstract:
Keywords: TaB cola, TaB, TaB soda, TaB, totally artificial beverage, Coca-Cola Company, reintegration, re-branding campaign, re-invigoration, Revitalization, Marketing Makeover, transformation branding, brand revival, brand revitalization, nostalgia marketing, retro marketing, brand comebacks, flashback branding, stealth marketing, anti-marketing, anti-branding, undercover marketing, non-traditional advertising
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2016-06
Format:
PDF : 90 pages, illustrations (chiefly color)