Coke marketing strategy assignment

Even for a brand that’s all about sharing, the decision to publish its long-term marketing strategy in the form of a 20-minute animated Youth video was a provocative act of transparency. The friendly, whiteboard sketchbook-style clip is narrated by Millennial, his Leeds accent patiently walking the viewer wrought the finer points of ‘ content excellence’ and what it means to create campaigns that are ‘ Liquid and Linked’.

This neat descriptor sums up the dynamic approach captured by Millennial and his colleagues: We want to create ideas that are so contagious we actually lose control of where they go,’ he explains. We want to inspire conversation that goes into places we couldn’t even imagine. ‘ But all, of course, directly linked to the values and objectives that matter to the company’s stable of brands. We will do to the size of our business what it took us 125 years to achieve. That means here’s no convention in the organization that isn’t worth reconsidering.

Nowhere, however, has the output been quite so diverse, so consistently inventive as Latin America, a fact not lost on Millennial: ‘ The correlation between creative success and commercial success has been proven in Latin America. Over the last five years it’s been our most awarded region, and the most consistent growth driver of volume and profit for The Coca-Cola Company. ‘ proofs. Tend 5 06/08/2012 18: 27 728 Annual servings of TCL soft drinks per capita, Mexico per capita, China The hit factory / In Ecuador, a shopping centre played host to Cascade, a 16-meter interactive virtual Coke waterfall;

Nexus Interactive Arts designed the waterfall to ‘ play with passers-by, generating unique patterns and effects to match their movements. Googol Brasilia Sprite Shower offered a more literal take on a similar theme. A giant Sprite dispenser was installed on the beaches of ROI De Jeanine to bring the idea of ‘ refreshment’ to life in the wettest way possible, drenching those brave enough – or maybe Just hot enough -to push the lever. Sports and music, so often the focus of dreary sponsorship initiatives, also benefit from the region’s apparent willingness to leave no idea – however oilfield – unturned.