"Resolute has set a new bar for the industry…Not only were you all laser focused on the issues but you made traction early."

-Cristina Weekes
Redflex Traffic Systems

Media Relations

Project Snapshot

Project Type: Media Relations

Project Services: Media Relations

Resolute designed and created gift baskets highlighting the Blackhawks commemorative can which encouraged news desks, including NBC5, to display the entire package throughout their morning broadcast. David Novarro, co-anchor of Good Day Chicago on WFLD-FOX, shows off Coca-Cola’s new, commemorative can celebrating the Blackhawks Stanley Cup Championship. Resolute distributed the commemorative cans, rally towels and t-shirts to fans at the Blackhawks parade to further generate buzz for the featured cans.
Resolute distributed the commemorative cans, rally towels and t-shirts to fans at the Blackhawks parade to further generate buzz for the featured cans. A Chicago Police Officer holding the commemorative can and rally towel at the Chicago Blackhawks Parade. Resolute distributed the commemorative cans, rally towels and t-shirts to fans at the Blackhawks parade to further generate buzz for the featured cans.
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One of the world’s most recognized brands, Coca-Cola, has a long track record of creating specially designed cans of Coca-Cola to celebrate great achievements and events. As an official sponsor of the Chicago Blackhawks, Coca-Cola decided during the Stanley Cup playoff finals to create a commemorative-edition Coca-Cola can featuring the Chicago Blackhawks logo.

Resolute was retained to handle all of the communications activities necessary for the unveiling of the cans in the Chicago marketplace and further position the company as a prominent supporter of the team, city and state. After an initial assessment of the available media opportunities, Resolute focused its efforts on aggressively securing significant earned media attention on Chicago’s morning news outlets to maximize visibility and awareness about the cans and Coca-Cola brand.

With an initial focus on morning television news programs and talk radio, Resolute developed a strategy which increased the likelihood that news outlets would highlight Coca-Cola’s commemorative can, including the preparation of Coca-Cola-themed gift baskets that television stations could display on set throughout the show. The morning after the Blackhawks won the championship, Resolute deployed two teams that distributed the gift baskets and other Coca-Cola materials to the morning TV news and radio shows starting at 2:30 a.m. Resolute also distributed Coca-Cola materials during the Blackhawks’ championship celebration parade.

The media exposure achieved the day after the Blackhawks victory far exceeded Coca-Cola’s expectations. During the week after the Blackhawks victory, demand for the commemorative can was tremendous. All of the region’s morning news programs – ABC, CBS, NBC, FOX and WGN – included the Coca-Cola products live on camera. Several of the shows kept the gift baskets on display throughout their programs, resulting in hours of free, earned media coverage for Coca-Cola and its commemorative cans.

In addition to the significant television coverage that was generated, radio hosts talked about the commemorative cans during their shows, including a significant segment on WGN-AM dedicated to the excitement surrounding Coca-Cola’s cans.
 
 

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