2007 - Coca Cola 

Challenge: The challenge is to develop a recommendation for the implementation of a national, fully integrated 2008 (January 1- December 31, 2008) marketing campaign targeted at multicultural youth ages 13-24 for the Coca-Cola Classic brand. There are two overall objectives:
- Consumption: Increase 13-24 incidence by 3 percentage points (from 13% to 16%)
- Brand Health: Increase favorite brand rating 3 percentage points (from 10% to 13%) 

The Campaign should include (but is not limited to) the following elements of the marketing mix:
- Advertising/messaging
- Media
- Retail Activation (includes merchandising, sweepstakes, couponing, etc.)
- Packaging (Changes to the current packaging graphics should not be recommended)
- Public Relations
- Promotions 

The budget should not exceed $15 million and should include all media, development and production costs.