Name: The Secret Behind Coca-Cola Marketing Strategy
Uploaded: 2020-07-01T15:26:40Z
Duration: 311
Description: The Secret Behind Coca-Cola Marketing Strategy

The Secret Behind Coca-Cola Marketing Strategy English — Unit 53

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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

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