HOW COCA-COLA HAS CHANGED THE FACE OF POP CULTURE WITH SODA
For more than a century, Coca-Cola has not failed to deliver great slogans and ad campaigns for their international brand, with an team insightful of consumer behaviours and efficient and effective marketing teams and brands, they have built a lifelong legacy that would be hard to erased even by the negatives that have popped up along their journey; one of such was when it was brought to public notice that coke was harmful and could easily serve as a cleaner for toilets.
Their very first ad was published in the Atlanta Journal newspaper on May 29, 1886, a few short weeks after the drink was first served in Jacobs’ Pharmacy. The ad featured one of its longest-running slogans: “Delicious and Refreshing.” Those two words appeared on almost every ad or piece of merchandise (trays, clocks, etc.) until 1920.
See cokes slogans through the years:
Has anyone also noticed how with every new ad campaign comes a new highly aesthetic coke bottle? "Personalization and customization is a huge trend, obviously," says Rafael Acevedo, group director of Diet Coke in North America. Their most viral ad campaigns have to be “taste the feeling” and “share a coke with…”; the taste the feeling ad saw Nigerian celebrities like Simi and Adekunle Gold, Chidinma, and many more rendering the lyrics with their own unique sound and prompting their own fans to do same, almost effortless huge sales and marketing strategy there if you monitored it; also the share a coke with… was highly innovative as the trick behind it was everyone wanted one, so the demand was high and people went to lengths to get a customized bottle, while some even made do with the photoshopped image till they physical product came through, viral memes for those whose names were complicated and could not find theirs was created to further aid publicity and of course in turn boost sales.
In the last quarter of 2016, coke (Israel) tested the waters of wearable technology with a new product called “selfie bottle” which is a camera attached to the end of the bottle; in a bid to help their consumers stay relevant in the selfie world, this innovation was brought to life. How it works? Drink and tilt the camera to an angle 70 degrees and boom! There goes your effortless selfie sharing your life on social media as you would have but with a phone and some extra effort. The Agency that produced this technology for the brand says “it really does the trick and makes the party goers more present and active during the event knowing they can share their special moments just by drinking”.
Another ground breaking innovation is the Coca-Cola freestyle dispensing machine that offers over 100 choices; and with the technology of the machine which captures detailed data on every pour, plus data on the remaining quantities in each of the cartridges; consumption data for each machine is received into SAP’s enhanced SNC module where it is consolidated by outlet and combined with past historical consumption history, future demands, and any promotional uplift forecasts for the specific time period to calculate a replenishment order; awesome stuff right? The Coca-Cola Freestyle fountains are connected to the Coca-Cola network and are constantly reporting sales data – by brand, location, and day part. In order to ensure replenishment occurs reliably and efficiently, the system also determines and plans shipments to outlets for full micro-dose cartridge case quantities, so in the event a full case cannot be built, the SNC module will forecast future demand and fill the case.
Overall, Coca-Cola’s success can be attributed to great leadership ethics and responsibilities, new and tactical innovations related to packaging, new product and ads; also proper market research and working towards making a long lasting market presence and simultaneously building a wide and loyal customer base, also community outreach via open competitions that encourage creativity and reward work done.
“For innovation to succeed it takes vision to challenge an organization to do great things. It takes strong leadership to drive and support the innovation design and development process, and it takes a talented team of individuals that can execute and bring to the innovation to life.”
— Richard Gross, Group Director Product Supply Systems Process & Solutions, Coca-Cola Refreshments
Now, no one is disputing the fact that Coca-Cola is a great brand, a legend if you must, but then there is no way to water down the fact that it isn’t a healthy drink; our suggestion? To develop a healthy alternative content recipe while still maintaining same taste.
Consumer Insight - 25/30
Story Telling- 15/30
Creativity/ Innovation- 30/40