While most marketing campaigns revolve around product features, brand attributes or benefits to customers, Coca Cola has a marked difference in its campaign. The brand has truly evolved into one that now can simply leverage the equity it has developed in the market in the past few decades. The campaign brings forth the numerous good things that happen around people (to which most are oblivious) in stark contrast to the ‘not-so-good’ things in the world. The commercial itself has a cheerful tone which encapsulates the campaign mood – optimism & joy. Coca Cola seems to be trying to tap into the ‘happiness quotient’ of Indians while associating the brand with joyous occasions.
Its last campaign (watch the TVC here) less than two months back was during the Indian festival – Diwali, which celebrated the festive season and had a tag line – Open Happiness. Suzlon in the recent past activated a television campaign – P.A.L.S. (Pure Air Lovers Society) encouraging viewers to adopt environmental-friendly practices as part of their daily lives.
The campaign (read here) was effective at that the brand continually engaged its viewers through social media and managed to create good traction to its cause. Coca Cola can similarly take their campaign further by engaging its customers through innovative BTL promotions. The website itself should be done-up to be in line with its campaign themes. With mobile apps being used more than browsers (according to a report here), the company can reach more eye-balls if it brings out a cool mobile app – remember Angry Birds? The brand has evolved, the campaign message has evolved and its time its media spending also evolves.
Rating: The campaign effectively positions the brand in the market and can gain more mileage through a good consumer-engagement campaign
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- Happiness Interventions c/o Coca-Cola (adpulp.com)