Tag Archives: Coca-Cola

Have a Coke, Dinner, and a Tweet — Coca-Cola’s Live Integration of Advertising and Social Media.

10 Sep

     Across Europe, Coca- Cola is asking people to share more than just a Coke.  In doing so it has created an ingenious campaign that not just extends its brand value but has also increased social engagement.

     Key to the campaign is Coca-Cola popping the bottle cap on the insight that in Romania, 60% of people don’t eat meals together.  Instead, they eat alone in front of the TV.   With the help of ad agency MRM Worldwide-Romania, Coke created a series of TV ads around the theme of “Let’s Eat Together.”  Central to the ads was the agency and Romania’s Pro TV inserting live Tweets into the commercials, many of them invitations for people to come over for dinner. 

    In a matter of weeks, hundreds of live Tweets aired in the commercials and by Coca-Cola’s account the campaign earned more than a million social media impressions. 

     The campaign has expanded now to Italy where celebrity chefs created meals for total strangers all with the goal of getting people to sit down together to share a meal.

     Of course, the strategy of the campaign is to boost sales by increasing rate of use.  Coca-Cola has been exceptionally effective getting consumers to associate Coke with happiness.  In this campaign, Coca-Cola is encouraging people to not just share a Coke during a pleasurable moment, but during dinner.  In the process it has also encouraged them to share the experience on social media. 

     It’s a powerful brand extension executed wonderfully by a powerful brand.   Who’s hungry?

The Strategy Behind Coca-Cola’s Offense on Obesity and Attitudes

15 Jan

 

               The branding factory that is Coca-Cola has popped the cap off a pair of highly strategic campaigns this week aimed at two different audiences but with one over-arching goal—changing attitudes.

                 First, there is the very bold and highly focused commercial taking on the weighty issue of obesity.  The 2-minute spot is an expensive piece of real estate on U.S. television, but in it Coke confronts head-on the growing conversation about the role sugary soft drinks may or may not play in the nation’s obesity epidemic.

                 Like any smart and engaging company, Coca-Cola has done its environmental scanning and clearly sees the risks evolving in the marketplace.  New York Mayor Michael Bloomberg’s assault on large serving size beverages is just the beginning of what could possibly be a disruptive series of regulations and consumer backlash.

                 Coke’s new ad called “Coming Together” has a simple message:  Obesity comes from too many calories and not enough exercise.  While Coke admits it is part of the problem, it also holds that it’s part of the solution.  The message put’s them clearly in the middle of the national conversation.  

Figure 1 - Google Trends data for Coca-Cola and Obesity

Figure 1 – Google Trends data for Coca-Cola and Obesity

                The campaign is strategic not just in its message but its placement.  The ad aired on the evening cable news networks of MSNBC, Fox, and CNN.  Not only would the ad likely be seen by government decision makers and regulators, it knew the networks would also view it as a news story thereby exponentially extending the message’s reach.  The resulting attention created instant growth in internet searches for both Coke and obesity (Figure 1), and according to Alexa visits to Coke’s website grew 40-percent.

 

                 In its second campaign this week, Coke takes an equally strategic tract but with a different goal.   This time coke gets back to its by roots and core brand promise of sharing happiness.   But in this whimsical spot by Oglivy Brazil, the sharing is of random acts of kindness.  Strategically targeted toward ethnic urban dwellers, Coke extends its already powerful brand by encouraging people to share something other than a Coke. 

                 Two examples of how strong brands can use their equity and loyalty to not only create conversations, but to affect attitudes and behaviors that reinforce the brand’s core values.

When Great Brands Tell Us “Don’t Worry, Be Happy.” Coke Does It Again.

18 Sep

            Good brands know what they are and who they’re talking to.  Great brands inspire others to do the talking and share the experience.

            In the latter category, Coca-Cola has done it again.  Coke’s brand has always been about happiness in a bottle.  Its message has always been about sharing the happiness.

            But only great brands can use their core reputation to get people to think about how the brand extends to other walks of life.  Coke’s new internet video called “Experience the Great Happification” is a musical teaching machine on the six secrets of happiness.

            In these times of high unemployment, falling stocks, and perhaps an impending world recession, Coke gives us a lesson in how to be happy.  That’s a brand that knows its power and knows how to extend it.

            And all of it from a bottle of sugar water.    Thanks, Coke.   I’ll take a cold one.

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