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About Settings Related Abstract Coca-Cola Coke , the world''s largest carbonated soft drink CSD manufacturer had built its brand over the years through consistent and effective advertising campaigns making history over the years.
In recent times the company had suffered serious setbacks with a number of controversial and negative allegations levelled against it. Coke was increasingly being associated with health hazards and was under threat in many of its key markets. Active anti-Coke movements had triggered severe criticism from many segments of society including students, environmentalists, labour-rights activists, employees and shareholders. Called the ''Manifesto for Growth'', the plan included several strategic initiatives including innovation, increasing marketing investment and introducing new products in the non-carbonated soft drink market.
As part of the plan to revive the Coke brand, ''The Coke Side of Life'', a new global marketing platform was launched in December The company believed that this global campaign would return the company to its former glory. Marketing experts were however sceptical about this. These were moving stories that made, according to many Youtube comments, viewers cry. People love sharing emotional experiences, spreading the story with it. The machines required users to interact with the machines in unorthodox ways to get a free Coke.
The reactions of delighted participants were filmed and released as a series of videos across multiple platforms. People could escape the mundanity of day to day living vicariously through the joy and delight of the participants.
Millennials tend to use their mobile devices frequently but only for extremely short periods each time. A microsite was released with 61 pieces of branded micro-content each designed to be consumed in one sitting. Each of these branded experiences were designed to be fun and quirky.
One game, for instance, has players herding an ever growing number of cats with a laser pointer. People tend to appreciate content created specially for them and are likely to share it with others like themselves. The campaign began in Australia where turned out to be a massive hit. It has spread to 70 countries since. Our names are one of the most personal things we have. It also gave consumers an opportunity to share that delight with their friends.
Ultimately, this campaign worked because it capitalized on the global trend of self-expression and sharing as evidenced by the rise of social media. Save my name, email, and website in this browser for the next time I comment. Increasing revenue and expanding brand awareness are just some of the benefits of influencer marketing. If done properly, this channel can be one of the most impactful and cost-effective strategies in your marketing Get our latest articles in your inbox.
ReferralCandy is a product of Anafore Pte. Ltd Reg. Learning Center. Schedule a Meeting. Personalization Despite its status as a global icon, Coca-Cola understands that it has to find a way to speak to consumers at a more personal, localized level. Socialization Social media is one of the fastest-growing tools for effective international marketing , giving companies the ability to reach consumers on a worldwide level through a single platform. Maria Bari, Italy.
Coca-Cola has been a sponsor of the Olympic Games for a long time. Moreover, they were the biggest sponsor of the World Cup trophy tour.
Coca-Cola was able to connect with millions of fans with the help of this tour. Fans could immediately personalize their products in front of them.
Additionally, during the winter Olympics in Russia, Coca-Cola was one of the official sponsors. Print Media: Different types of Coca-Cola commercials are seen in various newspapers and magazines around the world.
Moreover, Coca-Cola ads can be found in posters and stickers in different outlets and stores. In these ways, Coca-Cola is expanding its advertisements around the world. Outdoor Advertising: Coca-Cola makes sure that their ads and branding will be reached everywhere in the world.
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