Coca-Cola’s category dominance has spurred many discussions among advertising periodicals. The company has ambitious goals; its 2020 Vision looks to double system revenue, or rather, to double servings to some 3 billion per day. According to Mr. Tripodi, CMO and Chief Commercial Officer of Coca-Cola, there will be a "big, powerful promotion" and "amplification of the brand as a media channel" to come later this year. The brand attributes its recent success to the way it has experimented and embraced new media channels in recent years. The Coca-Cola Facebook page is ranked as the most-popular consumer brand, with nearly 26 million likes. When a Coke fan page was flagged by Facebook in late 2008, the company engaged the page's owners, rather than playing hardball. In a stroke of social-media savvy, it flew the two fans to Atlanta and hashed out a plan for the page's future. At the time the page had about 3.3 million fans. Today it has nearly eight times that. Additional reasons to Coca-Cola’s success is its proliferation and acceptance abroad. This progressed in 2009 when Coke ditched "Coke Side of Life" for the more translatable "Open Happiness." The newer campaign touched nearly all of Coca-Cola's 206 markets in the first half of 2009.
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