Metrics

There are a few key metrics that can be used to evaluate the success of Diet Coke’s collaboration with the Heart Truth campaign. The most obvious metric that will be used is tracking sales. If sales of Diet Coke increase, Coca-Cola will know they have been successful in entering the healthy sports drink beverage sector. The company will also need to track sales of Powerade, to ensure they haven’t dropped as it is a Coca-Cola brand and they want to ensure its success. Finally, they will need to track the beverage sales of Gatorade, to see if there is a dip and they have successfully taken on the category leader.

Another key metric that Coca-Cola will use to evaluate their success of their new healthy image positioning through partnership with the Heart Truth campaign is through surveys to assess consumers’ attitudes towards Diet Coke. Survey questions will assess consumers’ feelings about the image enhancing qualities of Diet Coke. Furthermore, it will be beneficial to include metrics to establish if consumers’ perception of Diet Coke has changed since their repositioning and partnership with the Heart Truth campaign.

It would also be beneficial to establish of awareness of the Heart Truth campaign and its key messages have increased. This could be measured through surveys to assess knowledge, tracking the number of heart screenings that have been done, and through tracking visits to the Heart Truth website. Additionally, long term analysis could demonstrate whether early detection of heart disease has increased in women, or if there has been an overall decrease in the number of female deaths from heart disease.