For everyone

Coke divides to rule

The Coca-Cola Co. has launched a multi-media marketing campaign aimed at the nation’s 45 million Hispanics. The tagline “Destapa Tus Sueños,” or “Unleash Your Dreams,” is the Hispanic adaptation of the Atlanta-based beverage giant’s “Open Happiness” global integrated marketing campaign that began in January. The campaign began airing a new television commercial on March 20, and will expand its media presence with a strong showing during Univision’s highest rated program “Premio Lo Nuestro” music awards, on March 26. The new ad will run on Spanish language networks including Univision, Telemundo and TeleFutura.

Also, beginning in May, Coca-Cola will start national marketing, advertising and public relations campaign featuring the Mexican National Team in the United States. It will offer several opportunities for soccer fans, including a soccer clinic with Guillermo “Memo” Ochoa; attending friendly matches of the Mexican National Team in the United States; in-game experience as part of Coca-Cola “Ball Kids” program in Mexican National Team matches; collectible premiums and more. The campaign was developed with Ogilvy & Mather, the Hispanic marketing and advertising agency of record for Coca-Cola North America.

Politics and branding

The political arena is getting hotter these days with elections just around the corner in India. Many brands have started to pick up this issue and mould their communique to correspond to the changing principles and beliefs. Some have realigned their traditional support to play safe lest they lose any patronage from the rival parties. In Andhra Pradesh where Chiranjeevi has launched his own party, Praja Rajyam, the few brands he endorses seem to be a hurry to stay clear of him and his affiliation.

Chiranjeevi is a popular movie star referred to as the Megastar of Tollywood. He had inspired people to resonate him with the Thumps Up brand. He rarely does any advertisements for brands and is very careful with his selection but he had to yield to Thumps Up(which has about 31% of all the soft drink market in India) and Navratna oil as the proceeds were going to fund a social cause. Now the scene is different as he has a political party and yearns to be the next chief minister, it is obvious that opposition parties and non sympathizers would stay hostile to the brands that he endorses. At the same time Chiru has a huge fan base and they may turn hostile to Thumps Up too if it dumps Chiru.

Now is a tough situation to the brand to stay clear of the problem. Thumps Up now chose a non controversial, neutral star and is airing more ads by Mahesh Babu who has made his own image in the industry. Seems people are buying the tactic. Mahesh seems to be replacing the image of Chiru when it comes to Thumps Up. Well Thumbs Up then.

Coke vs Recession

Soda makers, who have seen their highest-profile products lose ground to energy drinks and pricey bottled water in recent years, are turning away from the lifestyle marketing that has dominated the soda wars. Now, they hope to draw customers back to the old favorites with a simple lure: they're cheaper - or at least a better value. 

Coke is planning a series of ad campaigns under the theme called "Open Happiness" and tied to the "Coke Side of Life" ads launched on "American Idol" last week. One spot features two students sitting across from each other in a library and flirting by drawing competing images of Coke bottles and on their arms. Similar ads would be aired all over the world.

"What people want to do is pause and refresh," said Coca-Cola chief marketing officer Joe Tripodi. Coke thus takes on the energy drinks on its better value for a heap price plank. Long live cost leadership!

Talking machine

Used to be that buying a soft drink or candy bar from a vending machine felt a little bit like gambling. Well, I have a feeling that’s about to change and that we’re on the cusp of a new era in vending machines. Will there come a day when Coke machines deploy retinal scanners to automatically dispense your beverage of choice while delivering a brand experience related to your favorite rock band and sports team? It may be some time before manufacturers and retailers fully capitalize on vending machines as an additional customer touch point and relationship-building vehicle. Coke is planning to introduce a talking vending machine sometime in 2010!