por Laura Funder hace 5 años
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The story of Coca Cola began in 1886. John Pemberton was selling the first coca cola to people in the pharmacy in Atlanta.
Coca Cola wanted to changed their loyalty awards program into something more engaged and personal and the best way to do this would be by the use of gamification. With the my coke rewards campaign launched in November 2006, customers had to entered codes found on the coca cola product on a website. All this code were transformed into virtual points and then could be redeemped for various prizes or where even an entry ticket for one of the sweepstakes you could participate.
The campaign lasted till June 2017.
Coca Cola always keeps up with innovative ideas to constantly create a memorable experience for their customers.
They do this also in cooperating with famous artists and celebrities in designing new bottles for them, giving the bottle a new character and a new statement. The artists are ranging from Andy Warhol to Marc Jacobs. I want to mention the "Coke Hands" created by the designer Jonathan Mak, who designed two hands holding the bottle which should foster the idea of people coming together and drinking and share the enjoyment together about this product.
As we heard right at the beginning of our CX class, story telling is a key factor for a positive customer experience. Chief Content Manager Kate Santore sayed in an interview: "we want to create Coca-Cola stories and not stories by Coca-Cola. "
In every of their stories they are looking for those four components:
object of desire, embodiment of an attitude, social connector, and functional offering or benefit.
With the launch of Diet Coke in 1982 a new area arised. The ad for diet coke which is using the term "diet coke break" and the diet coke man become one of their trademarkes.
The diet coke man was symbolizing that you can now enjoy our coke with less sugar and you look like this diet coke hunk who is drinking diet coke in his breaks.
Santa is much more as another celebrity in a coca-cola ad. Some might even think that Santa is white and red because of coca cola's colours.
Coca Cola started to use Santa first in the year 1931, when they had to rethink their business model and redefined their target audience to the whole model. So there was no better symbol of reuniting the whole family then the use of santa claus.
It is also important to notice here the halo effect, as the more we associate coca cola with santa and we have a positive feeling about santa, the more coca cola will benefit from it.
The evolution of the use of Santa Clause was further developed in 1995 when the Coca Cola Christmas Trucks were first aired on TV. The trucks are visiting many countries with the aim to start marking the festive season. The trucks are not only giant marketing banners but are also offering the people free coca-cola drinks.
Alltough in 2001-2007 the trucks stop, but due to public roaring they brought them back. In the last years a lot of health associations were claiming that they need to stop giving free drinks out to the people as this will harm their health. Although coca cola is expecting fewer visitors then in the last years it is still no reason for them to stop their tours. Lets see where this continues.
Corporate Social Responsibility is at the heart of every business where they are serving coca cola (more than 200 countries).
They are giving back yearly at least 1% of their annual operating income to various programs and institutions.
Technology and facial recognition are our future. Coca Cola used this in order to create another outstanding experience, envolving the customer in a digital ad that is interactive and gives the customer the feeling of getting directly in touch with them.
In class we were talking how we can create memorable experiences. One of this 4 key factors is customization and this factor used coca cola very well with the introduction of their personalized coca cola bottles. They printed the surnames of people on the bottle with idea that you will share the bottle if you see the name of your friend, partner, family on it and therefore would buy it for you. So the idea goes beyond just customization it also has the social aspect of sharing it with your friends and beloved ones. For sure coca cola should also benefit from this campaign as only in a growth in revenue. If you shared your picture with the #share a coke you could win in a sweepstake.
The first "share your coke" campaign was launched in 2014 and was a big success. Within the first year people shared more then 500.000 images on social media bringing a lot of new content and organic traffic to coca cola (25 new million facebook followers were generated)
As written above, the fact that the brand is connecting with the customer on a personal level is one of the key success of this campaign.
They do not rest on the success of the campaign in 2014, they are building up on it and using it every year for a new personalized feature (e.g. song lyrics added on the package)
I chose Coca Cola because for me this brand stands more for entertaining the customer as for the refreshment drink. I am not a big fan of refreshment drinks but even i was motivated to buy coca cola when i saw there personalized bottles.
Even when you look at Coca Colas mission statement:
"Our mission is: To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions." - you can immediately see that there are selling an experience, they are selling happiness. In a world like nowadays where people are stressed and are often dealing with unsecurity, everyone would like to have happiness - and this you get when you buy a coca cola.
The target group of coca cola has a wide range but i would say the main ranges from 14-30 years. Youngsters, which are very mobile afine and are open for new innovative marketing and media concepts. Allthough the new millenials are more and more relying their focus on more healthy products, coca cola came up with a great campaign, launching diet coke with new flavours competing against those healthy juicy drinks.
