Posts Tagged ‘Coke’
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If that headline seems like a mistake, we thought so too; especially when you consider that Carnival Cruise Lines, with all of its incredibly bad press of late (“poop cruise,” anyone?) went head-to-head with brands like Coke, Transformers and Electronic Arts in Monopoly‘s recent Facebook contest, “Battle of the Brands.”
Earlier this week, in an effort to promote its new game, the brand-oriented Monopoly Empire, Hasbro created a Facebook “Battle of the Brands” contest for its fans. The winner would be the first brand to rack up 5,000 likes on its #BattleoftheBrands Facebook post. The competing companies included Carnival Cruise Lines, Transformers, Chevrolet, Fender Guitar, Nestlé, Beats by Dre, eBay, X Games, Nerf, Ducati, Electronic Arts, JetBlue, Coca-Cola and Yahoo.
And, incredibly, the brand to come out on top was Carnival.
Two things we learned from Pepsi‘s latest Adventure in Marketing: there is a Scent Marketing Institute and the number two soft drink company just patented a “delivery system” technology designed to “[cause] a favorable aroma” as soon as you open each bottle. The purpose of this brilliant invention is to, you know, counter all the artificial chemical smells of the packaging and the terrible product inside.
Looks like the smell will come from some sort of chemical combo contained in a small gelatin capsule on the inner side of the cap. Remember that gelatin is made of cows, puppies and sunbeams, which means Pepsi will no longer be animal-free. That’s a PR problem waiting to happen, but at least the moo moos aren’t genetically modified!
Hat tip to Consumerist.
It’s not just Michael Bloomberg, guys—our neighbor to the south doesn’t seem fazed by Coke‘s latest “soda can be part of a healthy, active lifestyle” message either.
As Coca-Cola looks to offset diminishing American sales by targeting other areas, public advocacy organizations within Mexico are running PSA campaigns designed to warn the public about the dangers of soda consumption. It’s especially relevant this summer: Mexico, which is second to the U.S. in soda consumption per capita, surpassed us in June to become the most obese of the world’s major economies.
See a pattern developing here?
Coke has been doing some creative things with vending machines of late; the Diet Coke Slender Vender can fit in places no hefty drink-dispensing device has gone before, while a Coke-sponsored flag dispenser in a Denmark airport helped welcome people to the “happiest country on earth”. Now, it seems Coke has bestowed an even loftier task upon its vending machines: world peace.
In partnership with agency Leo Burnett, Coke created “Small World Machines“, vending machines that function as soda-dispensing communication portals. In an experiment aimed at promoting mutual understanding and camaraderie between citizens of India and Pakistan, two countries engaged in long-standing religious and political disputes, one machine was placed in Lahore, Pakistan and another in New Delhi, India. The machines allowed people to see and interact with each other, and, perhaps most importantly, complete shared tasks. Once the tasks were successfully completed, the machines rewarded people’s amicable teamwork by dispensing a Coke.
Jackie Jantos, global creative director at Coca Cola, said that the idea of creating stories around shared experiences goes back to the roots of Coke as a brand that started at a soda fountain, which is in itself a communal experience. Coke’s website says: “In 1971, Coca-Cola taught the world to sing through its iconic ‘Hilltop’ ad. More than 40 years later, the brand invited the people of India and Pakistan – two groups used to living with conflict – to share a simple moment of connection and joy with the help of technology.”
Now, the company is taking advantage of a happy coincidence — the fact that part of its logo happens to look like the Danish flag — to welcome people to Denmark, recently voted the “happiest country in the world” by the United Nations.
In honor of the Danish tradition of greeting arriving visitors by waving flags, Coke’s local agency, McCann Copenhagen, created an interactive airport ad that dispenses flags. Coke says it’s purpose is to “let Coca-Cola and Denmark spread happiness together.” The below video of a case study shows people’s reactions to the machine.
Little kids and elderly people jubilantly waving flags as loved ones rush to greet them, all made possible by Coke. We’d categorize this as a highly creative branding win.
The public relations industry has all sorts of niche specialties and compelling areas of expertise, but for those interested in branding — and packaging in particular — the news that Pepsi is updating its bottle design is a big deal. Packaging geeks are like Star Trek fans; they take what they love very seriously.
And they should. Brands ranging from Heinz to Chanel to POM to Maker’s Mark define themselves at least in part through their packaging. In cases like these, the public can easily identify the brand just by looking at the bottle. Pepsi, of course, wants to be a youthful brand — parlance for a hip and carefree edginess that hopefully sells itself to one’s equally cool peers — and hopes to leverage that image with a new “asymmetrical” bottle.
We would normally view this tragic story of a 30-year-old New Zealand mother of 8 who died of cardiac arrhythmia after drinking 2.2 gallons of Coca-Cola every day as something of a PR emergency–especially after reading that her family “had not considered her Coke habit dangerous because the drink did not carry any health warnings” and that her coroner recommended Coke add “appropriate warnings related to the dangers of consuming excessive quantities of the products” to all of its packaging. (The coroner also suggested that NZ authorities limit the amounts of caffeine allowed in carbonated beverages.)
But then we re-read what we just wrote and asked ourselves how anyone could drink 2.2 gallons of Coke a day, especially after she had “all her teeth removed after they went rotten due to excessive soft drink consumption” and gave birth to at least one child who was “born with no enamel on its teeth.”
Sad as this news may be, we now wonder whether Coke‘s follow-up statement expressing its “disappointment” in the coroner’s decision to link heart failure to soda was even necessary.
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