Published on Shaker Recruitment Advertising & Communications (http://www.shaker.com)
Diversity
Challenge
Shaker was asked to create a campaign that would serve three purposes. These include:
- Targeting entry-level workers
- Differentiating Coca-Cola Enterprises from The Coca-Cola Company
- Representing the #1 most recognizable brand in the world
Solution
Aiming to leverage the power of their existing product brand recognition, we determined that the most effective approach would be to feature the products of Coca-Cola Enterprises. They are #1 in many market categories, which we wanted to be a secondary message in the advertisements. Using existing CCE brand guidelines, we created a variety of pieces that illustrate the connection between diversity and:
- The unique qualities of the popular CCE products
- The unique qualities of potential employees
Results
Hiring managers at Coca-Cola Enterprises reported positive response from candidates, indicating that we hit the targeted audience with the desired message.
