Being consistently ranked as one of the most valuable and recognized
brands in the world is no mean feat and when your product is sold in over 200
countries worldwide, it definitely makes sense for the company to invest highly
in digital media so as to capture the biggest audience with a fraction of the
cost it would take to market on-ground.
Here are some of the recent marketing campaigns by Coke. Their messaging has always revolved around “sharing” and by making their softdrink share worthy on ground, they have made their campaigns share worthy online.
1) A video that is naturally close to my heart given my Indian roots is the Happiness without Borders Video. An uplifting Coca-Cola film shows that what unites us is stronger than what sets us apart. High-tech vending machines installed in two popular shopping malls in Lahore, Pakistan and New Delhi, India – two cities separated by only 325 miles, but seemingly worlds apart due to decades of political tension – invited consumers to put their differences aside and share a simple moment over a Coke.
2) Coke Can lets you twist and share
3) Share-A-Coke campaign in Britain
4) Recently Coke came up with a clever new way for students in Colombia to make friends. With the help of Leo Burnett, they designed a bottle called “The Friendly Twist” that can only be opened with the help of another person. Apart from an interesting mental challenge, the design also helped students to socialize without them even realizing it was happening. Watch the friendly twist campus bottles video here.
Here are some of the recent marketing campaigns by Coke. Their messaging has always revolved around “sharing” and by making their softdrink share worthy on ground, they have made their campaigns share worthy online.
1) A video that is naturally close to my heart given my Indian roots is the Happiness without Borders Video. An uplifting Coca-Cola film shows that what unites us is stronger than what sets us apart. High-tech vending machines installed in two popular shopping malls in Lahore, Pakistan and New Delhi, India – two cities separated by only 325 miles, but seemingly worlds apart due to decades of political tension – invited consumers to put their differences aside and share a simple moment over a Coke.
2) Coke Can lets you twist and share
3) Share-A-Coke campaign in Britain
4) Recently Coke came up with a clever new way for students in Colombia to make friends. With the help of Leo Burnett, they designed a bottle called “The Friendly Twist” that can only be opened with the help of another person. Apart from an interesting mental challenge, the design also helped students to socialize without them even realizing it was happening. Watch the friendly twist campus bottles video here.
Lastly check out Coke’s new digital marketing campaign: featuring 61 websites starting from ahh.com, that are focussed on engaging teens but clearly have a wide appeal. Note: these websites are highly addictive, my favourite is the cupcake unicorn!
While these campaigns may not always lead to a purchase it
definitely creates a positive impression in the mind of consumers and the next
time one wants to buy a softdrink, all things being equal, you’re more
likely to opt for a Coke.
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