Thursday, 14 November 2013

Life in the old dog yet

In a post a few weeks back, I noted how Coca Cola has been toppled off Interbrand's top spot by those relative new kids on the block, Apple and Google. Despite this, the brand is showing healthy growth and could even teach a few of the new boys a thing or two about marketing.

One of my very first memories of Coke advertising was a groovy, happy-clappy film of a crowd of young things on a summer hilltop singing "I'd like to buy the world a Coke". You could run that film today - on other screens of course - because Coke is still about refreshment and happiness, all wrapped up in good-natured global togetherness. It's less about the strict consistency of corporate design manuals and more a feeling of being true to your self in your outward expression.

The "share a Coke with" named bottles this summer - and it was fascinating to see the names change as we travelled across Europe - was a stunning idea that I am sure will be talked about in years to come. And another innovation is Coke becoming a channel or medium. Instead of the usual corporate web page, Coke has launched CocaCola Journey, a digital magazine buzzing with stories from how to make a Coca Cola Cake to sending a Coke can into space, as well as plenty of the obligatory CGC.

It's a refreshing, happy online magazine, with something for everyone. The corporate facts and figures are still there, but not on the front page.

 A good example of how brands in the 21st century should behave, even if they are 127 years old.

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