Happiness. That’s the one word Coca-Cola would like you to remember in association with its advertising campaigns. It’s not just you, it’s actually the entire world and making the world is happy is clearly evident through Coke’s YouTube channel and its 1,000+ uploads.
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Coca-Cola’s svp/global advertising strategy Jonathan Mildenhall explains Coca-Cola’s strategy in the videos below. The main focus is on the concept of liquid content, which Coke defines as “the creation of stories that are expressed through every possible connection … each story must add value and significance to people lives.”
As of now, it’s working. While Coke’s marketshare in cola is 2.5 times rival Pepsi, its YouTube channel has almost 75 million views, nearly twice that of Pepsi and 67k subscribers, more than triple Pepsi.
In order to achieve these goals, Coke developed these principles:
- Dynamic Story Telling — Coke wants a “unified and coordinated brand experience” and wants to avoid “creating noise” through dynamic storytelling. It classifies five types of storytelling: serial, multi-faceted, spreadable, immersion and discovery, and engagement through storytelling.
- Live Positively — Coke wants to “show commitment to making the world a better place.” Each brand is expected to show “live positively” to create change in the world.
- Bigger Thinking — In a self review, Coca-Cola criticised itself for thinking too small in regards to its inspirations and ideas in regard to creative. Coke wants to double its sales, it knows in order to do that it needs to think big, really big. As part of this, Coca-Cola wants to engage in “online conversation, not just listen.”
Normally, Coca-Cola wouldn't be too kind to people replacing their words in the iconic Coke branding, particularly in the form of a vending machine. However, Coca-Cola rewired one of their machines to accept hugs, instead of cash, as payment for cola,
After stocking the machine, Coke captured student's reactions.
Coke has a series of these videos, each slightly different, but with the same premise. In a Latin American country, an actor drops something in a public place, a random stranger returns it to them, and then is rewarded by Coke.
Some are filmed undercover in a train, this one in a supermarket. The aim is to promote everyday people as inherently good. At the end of each video, Coke posts the success rate of returning the item, all of which are greater than 90%.
The description of this video is:
Honduras, a country full of heroes.
In a supermarket in the country, Hondurans demonstrated that helping others is a heroic action that can generate many smiles and make a better world.
Coke recruited YouTube stars iJustine and TheComputerNerd01 to help lead an insane Rube Goldberg machine. The goal was to pour Coca-Cola into a glass, a task it completed, but needing the space of a gymnasium.
It was cool, but it's probably not the most outrageous.
A fair amount of Coke's thousand plus YouTube videos are actually TV commercials from around the world. Many of them are translated campaigns from other regions and many of them most TV viewers have seen.
Example? This heartwarming Father's Day ad in Spanish.
This isn't posted on Coke's official channel (yet), but according to AgencySpy this is from Coca-Cola Latin America. The video features various acts of kindness from security footage around the world.
It's one of a few videos Coke has posted that has nothing to do with soda or the company, but it makes you smile -- and that's what Coke wants: Coca-Cola=smiles.
Electronic artist Labrinth is part of Coke's massive London 2012 campaign, which includes a series of concerts concluding with an 80,000 person July finale in Hyde Park. Some of Coke's strategy is not that creative -- have one of the most popular young artists perform an acoustic version of his most popular song.
Comments like this prove why it's effective:
In Canada, Coke launched a campaign centered around making certain places better. It's most ambitious attempt -- a plane.
Coca-Cola put a magician on a plane to entertain passengers and gave away free goodies, because as the text says, 'sometimes, the worst part about a vacation is that the magic eventually ends.'
This was once a Super Bowl ad, a good Super Bowl ad. Not every ad of the past two years is in Coke's YouTube channel, but the ones that made it are all of great quality. Mildenhall explains that one of Coke's major changes needs to be field testing, where ads are tested in the field, as opposed to through expensive sample groups. As such, the ineffective campaigns are likely to be removed.
This ad highlighted the company's ability to partner with one of America's most iconic families. It's an ad, but it's still the Simpsons, yet still Coke's message.
If you don't read the description, which you can avoid since the video is below, this is probably not what you think it is. We aren't going to spoil it, but it shows how good Coke is at making people smile. Try and hate it.
There are at least two videos centered on the same concept: 100-year-old (or older) travels to see the birth of a great grandchild while telling their secret to happiness.
Watching the journey as one of the old person in the world travels to see their newest family member is heartfelt and the scene in each hospital is priceless.
Once again, Coke=happiness.
If you thought the first Rube Goldberg was impressive, Coke's 2011 machine will probably blow you away. The goal is the same, pour a glass of Coca-Cola. However, this one starts with an impressive playing of Coke's famous theme song, 'I'd Like to Buy the World a Coke.'
Once again, Coca-Cola uses people in various stages of the Rube Goldberg, which is somewhat intriguing.
In 2011, Coke celebrates its 125th anniversary. The 3D installation was captured on video well, but obviously the hard work was done elsewhere. Still, unless you lived in Atlanta, you probably were unaware this existed.
This video acquired 350,000 views in a little over a year, not viral, but still effective for a video of another advertising project.
Coca-Cola combined a few different concepts to create its Happiness Store. The basic premise was simple: reach for a Coke and surprise. Some confetti falls, the lights go out, and you get more soda.
It's fun to watch, but summarized best by the top commenter on the video:
Of all the campaigns posted on Coke's YouTube page, none is more universal than the happiness truck, literally. Coke has numerous videos of the happiness truck all around the world, all with the same concept: a Coke truck, push a button, and get free goods, usually Coke. In each instance, there are usually some odd items given to a few people, in Ecuador it was a sandwich.
Bogotá, Columbia is notorious for its traffic problems. Coke didn't take on solving the actual traffic issues, although it would have been very impressive, rather, they made it a lot more enjoyable to sit in traffic. First, they set up a movie screen with audio delivered through the radio.
Then, they gave away free Coke of course. Happiness.
This has been removed from a few users' channels and doesn't appear on Coca-Cola's official channel despite it being something that looks clearly like a Coke production. In El Salvador, Coca-Cola is consumed in bags, because most consumers chose to avoid the glass deposit. Coke realised there was an opportunity to retains its unique bottle shape and branding in the form of a bag and is introducing one.
The bag looks like a mess, but it also looks really cool.
Happiness factory debuted a few years ago, including a lengthy play in movie theatres. I'll admit, I've seen this ad a few times before, but I don't recall to this length. Most of Coca-Cola's videos are short, but the company uses its YouTube channel to show off the longer versions for its devout fans.
Coca-Cola has numerous versions of Happiness Factory on its YouTube page, but here's the full version:
Coca-Cola has a plethora of videos regarding its Move to the Beat commercial, including Mark Ronson explaining its production. The concept involved recording five different athletes and the sounds they make in their respective events to create a dance track with artist Katy B.
It's actually quite impressive, even if it hasn't gone as viral as Coke had hoped.
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