We are here to refresh the world and make a difference
This is the first line that features on the Coca Cola website. After a quick scroll through their Instagram, you will soon discover feel-good-motivational-quotes such as “Kindness is refreshing”, “Make someone happy”, “Stay positive” or “Gratitude”. What is going on? Is Coca-Cola a not-for-profit or a billion-dollar global giant?
As one of the most valuable brands worldwide, it’s safe to say that Coca-Cola is straight-up CRUSHING their marketing. Turns out their obsession with feel-good moments of optimism and happiness is only part of their strategy to engage their international audience.
Here’s just a few more reasons why simply put, Coca-Cola’s marketing rocks.
Reaching consumers in the 21st century requires a new approach. Creating ideas and content so engaging that people voluntarily share it with their personal networks will stimulate more conversations and stories than your company could create on its own.
The distinct logo
Using the font Spencerian script, the logo has remained largely unchanged for over 100 years and therefore has had plenty of time to leave an impression on people all around the world. Fun fact: Dr John Pemberton’s (the guy who made the first Coca-Cola) bookkeeper chose this font to stand out from competitors. It’s also the font that accountants used at the time! Lesson: listen to your accountants!
The classic glass bottle design
After losing market share to competitors in 1915, it was decided to have a bottle design competition to make Coke recognisable as a premium product against other brown colas available. Inspired by the shape of a cocoa plant, The Root Glass company influenced the final design which is now iconic.
Building positive associations
“Delicious”, “Refreshing”, “Enjoy” – just a few of the simple buzz words which resonate throughout their marketing campaigns. Images of people laughing and having fun paint a rosy association of the feeling and experience behind the product that consumers desire.
Personalisation – on mass
You could say that this is next level segmentation. Now launched over fifty countries, the Share a Coke campaign has targeted multiple cultures and languages with the most popular names printed on cans and bottles, communicating specifically to individuals.
Coca-cola’s VP of innovation and entrepreneurship states, “The Coca-Cola Company isn’t one giant company; it’s a system of smaller companies.” With each franchisee able to tailor their strategy to their specific target market, rather than having a ‘one size fits all’ marketing approach.
Let’s be real, this list could probably continue for a lot longer and we’re only scratching the surface here. But this is enough for us to REFRESH our perspective on what makes awesome marketing and hopefully, this article MAKES A DIFFERENCE to a tangible way you can do your marketing a bit differently.