BRAND still brands and more than 3800 beverage

BRAND PURPOSE:

Open Happiness

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INTRODUCTION OF BRAND/CLIENT BRIEF: COCA-COLA

The Coca-Cola Company headquartered in
Atlanta, Georgia incorporated in Wilmington, Delaware, is an American
multinational beverage corporation and manufacturer, retailer, and marketer of
non-alcoholic beverage concentrates and syrups. The Coca-Cola formula and brand
were bought in 1889 by Asa Griggs Candler, who incorporated the Coca-Cola Company
in 1892. The company has operated a franchised distribution system since 1889,
wherein the Coca-Cola Company only produces syrup concentrate which is then
sent to various bottlers throughout the world who hold exclusive territories.
The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola
Refreshments. The company is best known for its flagships product Coca-Cola,
invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The
Coca-Cola beverage company, refreshing consumers with more than 500 sparkling
and still brands and more than 3800 beverage choices. Led by Coca-Cola one of
the world’s most valuable and recognizable brands, our company’s portfolio
features 20 billion dollar brands, 18 of which are available in reduced, low –
or no – calorie options. Coca-Cola brands include Diet coke, Coca-Cola Zero,
Fanta, Sprite, Dasani, vitamin water, PowerAde, Minute Maid, simply, Del Valle,
Georgia and gold peak. Through the largest beverage distribution system, it is
the No.1 provider for both sparkling and still beverages. More than 1.9 billion
servings of its beverages are enjoyed by consumers in more than 200 countries
each day.

WHAT IS THE CAMPAIGN?

This campaign is all about to bring a moment
of happiness between the people of two countries – India and Pakistan. The
campaign was executed in 2013 by Coca-Cola Company.

It considered people from both the countries
as its participants. A 3-D device was installed in a public place (e.g. Mall)
and the participants from both the countries were asked to touch or communicate
to other person in other country as the campaigns main idea was to break the
barriers between the nation by communicating and sharing happiness.

 

CREATIVE STRATEGY

Coca-Cola wanted to do a very creative
advertising campaigns. That makes it rewarding and which is all about spreading
happiness.

The campaign, “Small World Machines”,
provided a live communications portal between people in India and Pakistan and
showed that what unites people is stronger than what sets them apart. It
involved engaging with each other through the machines were people in India and
Pakistan could complete a task, like touching hands, drawing peace, love, and
happiness symbols — together.

MEDIA PLAN

The campaign was meant to help bring together
two strangers to share a moment and break the borders. Coke and Leo Burnett used
3D touchscreen technology to project a streaming video feed onto the vending
machine screen while simultaneously filming through the unit to capture a live
emotional exchange. Crews filmed through the night, capturing more than 100
interactions between people of all ages and from all walks of life. None of the
people featured in the film were actors, and their reactions were completely
natural.

EXECUTION:

Coca-Cola partnered with Leo Burnett to do this advertising
campaign. They set up the two vending machines in two popular shopping malls in
Lahore, Pakistan and New Delhi, India two cities separated by only 325 miles,
but seemingly worlds apart due to decades of political tension. People from
both countries were encouraged to complete a friendly task together wave, touch
hands, and draw a peace sign or dance – before sharing a Coca-Cola.

WHY CAMPAIGN IS ACCEPTED:

There is always political tension between people of
India and Pakistan, where people belonging to these two groups used to live
with conflict. Coca Cola thought this is the right issue which can be focused
on so that people across borders can share a simple moment of connection and
joy with the help of technology. Where not only the brand is promoted but
social message of unity and brotherhood as well

CONTENT:

The campaigns main idea was to break the
barriers between the nation by communicating and sharing happiness through 3D
touchscreen technology to project a streaming video feed onto the vending
machine screen while filming through the unit to capture a live emotional
exchange.

ESSENCE:

To make
communication campaign were   none
of the people featuring in the film were actors, and their reactions were
completely natural and real

WHY PEOPLE LIKE THIS VIDEO:

People liked this campaign because it send
across the message of peace and harmony and people can see and feel people on
the other side.

ADVANTAGE OF DIGITAL MEDIA AND WHY DIGITAL
MEDIA:

Digital media include software, digital
images, digital video, video game, web pages and websites, including social
media, data and databases, digital audio, such as MP3 and electronic books.

Flexibility (on any device), Time saving, cost
effective, Reachability, Easy to share the information, Users can view the
content ‘n’ number of times 24×7, The viewer’s count can be estimated, Viewers
interest and taste can be analyzed.

Also, digital media can be accessible by any
type of customer irrespective of their demographics which helps the company to
reach/penetrate into the market very fast until the last mile.

TRADITIONAL VS. NON-TRADITIONAL MEDIA:

Traditional media includes – Print media,
Radio, Television, Pamphlets, Billboards, etc.

            The
marketing via traditional media is costly and can only reach limited audience
than estimated. Also, the selection of communication media is tough as number
of customers and targeted customers differ from each media.

Non-Traditional Media includes – websites,
emails, mobiles, social networks, Professional networks, etc.

            Marketing
via non-traditional media is cost effective and the content can reach the
targeted audience within short span of time and also to the vast number of
customers with different demographics.

WHAT IS THE LINK BETWEEN CORPORATE GOAL,
BRAND PURPOSE AND BRAND COMMUNICATION?

The brands, brand communications are entirely
dependent on the corporate goal. The company can deliver its goods and services
as per its corporate goal. Also, the company can sustain for a long period, if
it is committed to improvement of the customers life rather than to improve its
profits. Also, the company can communicate to its customers based on its goal.
E.g.: the corporate goal of Coca-Cola is to create happiness. Thus, it has
created the communication strategy in the form of Coca-Cola small world
machines where it tried to create a moment of happiness when both the Indians
and Pakistanis interact with each other. This makes the customers to feel happy
when they think about the campaign and Coca-Cola

MARKET SIZE:

The market size of FMCG in
India is estimated to be around US$ 74 billion in the year 2018. Food and beverages
are the leading segment in FMCG sector accounting for 43 per cent of the
overall market. Coca
cola is market leader in Beverages segment

EARLIER CAMPAIGN:

Before the campaign “Small
World Machines”, in 2009
Coca Cola launched “Open Happiness”, a globally integrated
advertising campaign. The campaign was launched with the objective of
increasing sales of soft drinks of the Coca Cola Company, the “Open
Happiness” campaign invited people around the world to refresh themselves
with a Coke and continue to enjoy the simple pleasures of life.

 

 

POST CAMPAIGN RESULTS:

The small world machines campaign memorably
became the highest-shared story in the history of Coca-Cola:

·        
This
campaign was witnessed by more than 10,000 participants in the live event and
created more than 700 connections across the borders.

·        
The
campaign was viewed by more than 18 million Facebook and Twitter user.

·        
The video
got nearly 3 million YouTube views.

·        
The
campaign received 4860 unique mentions on over various platforms.

·        
This all
helped increase Coca Cola’s brand awareness and enhance Coca Cola brand equity
in the view of the public in the respective countries. But more importantly,
the campaign

Supported the beginning of a discussion from
both groups Indian and Pakistani’s discussed

Togetherness with peace.

AWARDS WON BY COCO
COLA “SMALL WORLD MACHINES” CAMPAIGN

It won Cannes Lion award in 2013.

Jonathan Mildenhall, VP of
advertising strategy and content excellence, said “Small World Machines” won
the award because it is – brutal simple, genuine authentic, seamless technology,
with an authentic product role and a strong social purpose.”

CHALLENGES:

1.     
Designing
the Small world machines

2.     
Selecting
the locations to conduct the event

3.     
Designing
the campaign to be simple, attractive and easy to remember and should deliver
the content.