0s | Hi and welcome to thought catalyst i'm |
2s | charles painter and today we're going to |
4s | be talking about the marketing campaigns |
6s | of the coca-cola company |
10s | coca-cola was first invented within an |
12s | atlanta-based pharmacy by dr john |
14s | pemberton in may 1886 |
16s | initially sold at local soda fountain |
18s | counters growing demand |
20s | and the idea of making the beverage |
22s | portable led to bottling the sparkling |
24s | drink |
25s | in its first year pemberton sold just |
28s | nine glasses of coca-cola a day |
30s | for five cents a glass since then the |
32s | company has expanded |
34s | ever so slightly currently selling its |
38s | products at an estimated rate of more |
39s | than 1.9 |
41s | billion servings a day that's the |
43s | equivalent |
44s | every day to almost one in four people |
46s | buying something from coca-cola |
49s | the coca-cola company is one of the most |
51s | recognized companies in the world |
53s | and it's certainly the world's biggest |
55s | drink company they control more than |
57s | half the global |
58s | market in carbonated soft drinks as well |
60s | as a substantial chunk of the somewhat |
62s | larger |
63s | non-carbonated segment it owns four of |
66s | the world's five biggest selling soft |
67s | drinks |
68s | with coca-cola being the world's |
70s | best-known and most valuable |
71s | non-technology brand |
74s | within its portfolio the company holds |
76s | more than 500 brands including fanta |
78s | sprite and relentless within these they |
81s | produce |
81s | over three and a half thousand varied |
83s | products spanning from sodas to bottled |
86s | water |
87s | to iced teas and coffees despite an |
90s | estimated 94 |
92s | of the world's population recognizing |
94s | the red and white coca-cola logo |
96s | nearly 10 percent of their revenue 41 |
99s | billion dollars |
100s | were spent on advertising and marketing |
102s | campaigns last year |
104s | this astronomical 4 billion dollars were |
106s | spent on a diverse range of campaign |
108s | tactics |
109s | across multiple geographic regions |
112s | as with many things in the world |
113s | ironically the companies that are the |
115s | most well recognized |
117s | possessed the highest budget for their |
118s | advertising and public image |
121s | luckily this hefty budget allows kirk to |
123s | experiment and get creative with their |
125s | marketing |
126s | providing the opportunity to remind us |
128s | why they're as successful as they are. |
131s | Now what is the Coca-Cola brand built |
133s | upon? Well, |
134s | it's this secret: training our brains to |
137s | associate the brand with |
139s | a good feeling, be that happiness, |
141s | relaxation, |
143s | friends, love, anything rather than the |
146s | soda itself that makes them good at what |
148s | they do. |
150s | Now I'm going to go through a few examples |
151s | here. First of all, let's have a look at |
154s | the |
154s | 2015 Christmas advert. For many, |
158s | the arrival of the iconic Holidays are |
160s | Coming Coca-Cola truck, |
161s | it's a highlight of the period building |
164s | excitement for Christmas. |
166s | The ad might be 21 years old, but |
168s | interest in it shows little sign of |
169s | diminishing |
170s | as it brings out everyone's nostalgic |
172s | side. |
173s | The focus of last year's A Coke for |
176s | Christmas ad |
177s | follows a young boy who aims to spread |
179s | the joy through giving Coca-Cola to |
180s | those |
181s | who are making christmas a reality, |
183s | including a dad, |
184s | a shop assistant, and Santa Claus himself. |
188s | Now the important aspect of the advert |
190s | is that it targets the whole family. |
193s | The ability to provide the experience |
194s | for the entire family is essential. |
197s | The commercial itself closely follows |
199s | Coke's primary principles in their |
200s | advertising. |
202s | Rather than attempting to sell a drink, |
204s | Coke focuses on selling an |
205s | abstract positive concept such as |
208s | happiness, family, and sharing. |
210s | As we can see, Coke have become experts |
212s | at selling these |
213s | non-concrete conceptions. This year's |
216s | video, |
217s | like many before it, remains true to |
219s | their core values that they use in their |
221s | marketing campaigns |
222s | year-round. Along with this, Coke modified |
226s | their traditional formula for |
228s | advertising |
228s | adopting a more multi-channel approach. |
232s | Traditionally, video, print, and physical |
234s | advertising were the focal point of |
235s | Coke's festive commercials. |
237s | However, this year saw the addition of |
240s | Coke TV and social media via hashtags |
242s | and |
243s | a Coke emoji. This was an attempt to |
246s | broaden their |
246s | influential radius. Now the next example |
249s | we're going to look at is called Share a |
250s | Can. |
251s | Now, Coke's Share Happiness campaign has |
254s | been one of the key pillars of their |
255s | advertising machine. |
257s | This involved multiple previous |
258s | strategies such as |
260s | the Coke Hug Me Machine and the hugely |
263s | successful debranding tactic, |
264s | which we'll talk about in a few minutes. |
267s | However, |
267s | the Coca-Cola Sharing Can may have |
269s | successfully created |
271s | the most literal rendition of sharing a |
272s | Coke. The regular looking can of coke can |
275s | be twisted |
276s | to become too many cans, allowing |
279s | probably one of the easiest method for |
280s | sharing a coke on the move. |
282s | As part of the pilot project, Coke |
284s | distributed its sharing can to thirty |
286s | Singaporeans and documented their |
288s | surprised reactions. |
290s | The documentary of this surprised |
292s | happiness involved the team |
293s | accompanying the distributors, following |
295s | them to areas where they knew there |
297s | would be heavy traffic, |
298s | and filmed people's authentic reactions. |
300s | This documentation provided Coke with |
302s | video evidence of the purest possible |
305s | form of happiness, |
306s | showing how people would react and the |
308s | kind of power it has. |
310s | Now finally we got onto the branding. As |
313s | mentioned earlier, |
314s | arguably the most successful Share |
315s | Happiness campaign would be the |
317s | debranding tactic. |
319s | Marketing director Lucy Austin and her |
321s | team within Coca-Cola South Pacific |
322s | branch |
323s | were delivered a 151 word creative brief |
326s | that gave them free reign to deliver a |
328s | truly |
328s | disruptive idea that would make |
330s | headlines and capture the country's |
332s | attention. |
333s | The resulting campaign known internally |
335s | as Project Connect |
336s | based on its ambition to both strengthen |
338s | the brand's bond with Australia's young |
339s | adults |
340s | and inspire shared moments of happiness |
343s | with the real and virtual worlds, |
345s | it became known as Share a Coke. The |
347s | primary concept behind this |
349s | was the swapping out of Coke branding on |
351s | bottles and cans in favor of 150 of the |
354s | most popular names in Australia, |
356s | allowing Coke to reach 42 percent of the |
358s | population. |
359s | This campaign was released and almost |
361s | immediately saw a positive reaction |
364s | with unaffiliated celebrities buying |
365s | bottles and |
367s | social media conversation and media |
369s | coverage blowing up as a result. |
372s | Within that summer, Coke sold more than |
374s | 250 million named bottles and cans in a |
376s | nation of just under 23 million people. |
380s | This overwhelming positive result led to |
382s | the expansion of the campaign across the |
384s | world, |
385s | reaching more than 70 countries. As the |
388s | campaign spread across the globe, |
390s | over 17,000 names were used including |
393s | generic nicknames and titles such as mom |
395s | and dad |
396s | and mate. These additional titles |
399s | purposefully made the invitation more |
401s | about giving a Coke to someone else |
403s | rather than keeping it to yourself |
405s | and broadened the appeal and played to |
408s | their core principles. |
410s | The ability of such a revolutionary and |
412s | notable campaign |
414s | could be argued to rely solely on the |
416s | ability to relate to the customer on the |
417s | eye level. |
419s | Lucy Austin suggests that the success |
421s | derives from the use of our name, |
423s | the most personal thing we possess. It's |
426s | our fingerprint, our identity, |
427s | in one word. It can't get much more |
430s | personal than seeing |
431s | our name, our own unique identifier, on a |
434s | bottle of Coke. |
435s | The campaign capitalized on the global |
437s | trend of self-expression and sharing, |
440s | but it did so in an emotional way. Coke's |
443s | advertising team have released its fair |
444s | share of interesting campaigns, |
446s | some with more success than others, but |
449s | few could be |
450s | called an outright disaster, with the |
452s | possible exception of New Coke. |
455s | The continued pursuit of alluring and |
456s | revolutionary advertising tactics by |
458s | Coke is sure to assist the sales of |
460s | their products worldwide |
461s | and will not be likely to go anywhere |
463s | anytime soon. |
465s | as you can see coca-cola have shown that |
468s | by engaging with their customers and |
470s | not just shouting from the rooftops |
471s | about how great they are |
473s | they're able to grow year on year and |
474s | build a brand loyalty and a brand |
476s | awareness that you just don't see in |
478s | many other sectors |
479s | and it's a lesson that a lot of |
481s | companies could do with learning |
484s | we hope you've enjoyed this video if |
486s | you'd like to see more of what we do |
488s | please remember to like share and |
489s | subscribe and we'll catch you again next |
491s | time |
493s | goodbye |