Coca-Cola and Some of Its Successful Digital Brand Marketing!

 

 

A long-lasting classic that has evolved over its 127 years, Coca-Cola remains the most recognizable and one of the most valuable brands in the world. Since 2000, the Coca-Cola Company has reigned Inter Brand's Best Global Brand Ranking. But last year, the place has been taken away by both Google and Apple. With more than 500 brands consumed at a rate of more than 1.7 billion servings a day, Coca-Cola is the world's largest beverage company, operating in more than 200 countries. Though this giant beverage company lost the position, it has experienced an enduring time over its 127 years, creating a famous branding equity. The coca cola sees brand relevance as a challenge and they come up with new campaigns one by one at a time in order to satisfy their customers' needs of time. For staying relevant, they promote their campaigns very productively so that customers can understand the focus point behind the campaigns.

For  Coca-Cola, brand relevance is the challenge. It continuously tries to be relevant in developing its brand equity. Coca-Cola has always pursued a global expansion strategy by building and then leveraging its strong brand throughout the world. Their symbolic 'I’d Like to Buy the World a Coke' ad in the 1970s depicts young people from all nations, dressed in traditional costumes, singing harmoniously on a hilltop. This iconic commercial, one of the milestones towards building Coca-Cola’s global brand image, has a clear underlying message, sustaining the firm’s approach to global diversity. Coca-Cola brings people together despite their differences, culture, or nationality. 

 

Coca-Cola’s Digital Marketing Campaigns

Since the principle of the company is to sustain the degree of cleverness of its clients, Coke has been viral on various social media and launched some creative digital marketing campaigns to promote their brand. It has more than 35 millions fanatics on Facebook compared to Pepsi with only 6 million enthusiasts and has more than 405,000 followers on Twitter (Pepsi 150,000 Twitter followers). In accordance to current statistics, Coca Cola videos or commercials have been seen more than 34 million times. So, Coca-Cola has done their brand marketing very successfully.There are some of the campaigns among them.

Share a Coke  

 

Probably this was Coca-Cola’s most interesting digital campaign so far. Share a coke was such an uncomplicated idea, yet the response was astonishing and it has been running for about 2 years. In 2011, the increase in sales with this campaign was about 7% but media impressions earned more than 18 million and traffic on the Coca-cola Facebook site increased by 870%. This digital campaign lets people order personalize Coca-cola bottles and in some countries, the labeling has completely changes with various names on the bottles.

 

 

Manuel Berquet, Marketing Director of Coca-Cola France said “We communicate exactly the same thing today as we did 125 years ago,”. He explains, “and that is Coke’s unique taste. We try to achieve brand love by communicating that message, and we have always been guided by the same principles: be unique, be simple, be honest and tell brand stories.” The message may be consistent but as Coke has kept at the forefront of changing consumer habits, the platform for telling those stories has changed. Today, everything that Coke does in traditional media is supported by digital, too.
 

Coca-Cola Happiness Machine

 

Despite the rather naff name, this simple idea managed to attract a huge amount of online buzz for Coca-Cola. The Happiness Machines are classic Coke vending machines that dish out treats including drinks, pizza, flowers and sandwiches.While some give away the freebies to all-comers, others require a specific action to earn a reward. 

 

Coke zone

This was a reward program from Coca-Cola that launched in 2008. Their aim was to arrest customer flair and to motive them to engage and help with global CRM efforts. The key was an email and sms program that sent personalized offers and rewards. This was triggered by things like birthdays, re-activations and referrals. The results for this marketing campaign from Coca-cola were very impressive.

Coke Zone

 

 King of the Recycle

Coca-cola wanted to motive people in Israel to recycle, they created Facebook places for 10000 recycle bins around the country. People were urged to check in and take pictures as they recycled their bottles. Not only did people want to start recycle but it also gave Coca-cola a dedicated company name.

 

Tweet your Christmas Wish

For the festive in 2011 Coca-Cola made people feel incredibly special when they gave then a chance to have their tweets displayed on it enormous sign in Piccadilly Circus. People were requested to send their messages through Coke Zone and they were then able to see it live on the billboard. 

 

The Friendship Experiment

In china, people were asked to take part in Coca-Cola’s digital marketing campaign called “Friendship experiment”. The photographer they used was Kurt Tang who asked people to take part in a moment of connection while touring Guangzhou.

 

General factors in branding strategy of Coca Cola Company have forever been related with the sense of joy, unity and togetherness. Coca Cola Company targets on occasions such which connect people largely in the following ways:
1. Family
2. Happiness
3. Culture
4. Music
5. Sports
- See more at: http://sales-management-slides.com/branding-strategy-of-coca-cola/#sthash.9PjovHxe.dpuf

General factors in branding strategy of Coca Cola Company have forever been related with the sense of joy, unity and togetherness. Coca Cola Company targets on occasions such which connect people largely in the following ways:
1. Family
2. Happiness
3. Culture
4. Music
5. Sports
Since the principle of the company is to sustain the degree of cleverness of its clients, Coke has been viral on various social media.
- See more at: http://sales-management-slides.com/branding-strategy-of-coca-cola/#sthash.9PjovHxe.dpuf

General factors in branding strategy of Coca Cola Company have forever been related with the sense of joy, unity and togetherness. Coca Cola Company targets on occasions such which connect people largely in the following ways:
1. Family
2. Happiness
3. Culture
4. Music
5. Sports
Since the principle of the company is to sustain the degree of cleverness of its clients, Coke has been viral on various social media.
- See more at: http://sales-management-slides.com/branding-strategy-of-coca-cola/#sthash.9PjovHxe.dpuf

Branding Strategy

Began in 1866, constant development in the brand packaging and positioning leads in the great success of the Coca Cola Company.General factors in branding strategy of Coca Cola Company have forever been related with the sense of joy, unity and togetherness. Coca Cola Company targets on occasions such which connect people largely in the following ways: family, happiness, culture, music, sports. Today we have a lot of brand differentiation with parity objects such as soft drinks, but Coca-Cola manages to keep being a key player in the world of beverages. Coca-Cola is always reinventing its package design, always churning out new ideas to stay relevant in our culture in order to promote their branding strategy more successfully . In other words as we grow, Coca-Cola grows. Here are some contemporary designs of Coca-Cola:

The Company doesn’t miss any chance to relate its product with huge global commemorations and other global events. For instance in FIFA 2010 World Cup, the Company launched a latest edition of Somali-Canadian K’Naan’a Waving Flag Song. An occasion what was based on the International Association of Football Association, watched cumulatively by more than 26,000,000,000 people. That’s the biggest activation in the history of the Coca Cola Company ever. The song was part of the branding strategy of Coca Cola that become viral in social media, television commercials, and also was linked in the general thread of event.

In short, Coca-Cola company has embedded their brand in the lives of many people all over the world. 

APA Referencing:

1.      L Keller, K. (2013). Brand Resonance and Brand Value Chain. In Strategic Brand Management (Fourth Edition Ed., p. 107). Harlow: Pearson Education Limited.

2.      Kevin Shively (May 22, 2014). Lessons from Coca-Cola’s Social Media Strategy: Cohesive Campaigns and Creative Content. Retrieved October 8, 2014 from

http://simplymeasured.com/blog/2014/05/22/lessons-from-coca-colas-social-media-strategy-cohesive-campaigns-and-creative-content

3.      Tim Grimes (July 24, 2013). What the Share a Coke Campaign can teach other brand. Retrieved October 9, 2014 from

http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands

4.      James B. Stewart (February 28, 2014). For coke, Challenge is staying relevant.Retrieved October 9, 2014 from  

http://www.nytimes.com/2014/03/01/business/challenges-for-coke-to-stay-on-top.html?_r=0

5.      Jay Moye (September 25, 2014). Share a Coke: how the groundbreaking campaign got its start ‘down under’. Retrieved October 10, 2014 from

http://www.coca-colacompany.com/stories/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-under