Marketing colas must be one of the toughest jobs in the world. This advertising-dependent category has nothing much to write home about in terms of inherent product features and yet has to create brand preference in a crowded market place. A lot depends on the planning stage – the phase before the creative execution is finalised. Since a lot depends on ‘how’ it is said, the creative minds need a clear, inspiring direction to work on. Add to it the complexity of new media and you’ve got a huge challenge ahead. In that context, I really liked the thinking behind the new Coca-Cola campaign and the execution.
The campaign essentially invokes the ‘good’ in all of us and that’s an infectious feeling. The PR blurb says:
There is an innate goodness in all of us – one that makes us compassionate towards others. It makes us want to reach out to people and put a smile on their faces. Coca-Cola ‘Crazy for Good’ campaign celebrates this goodness in all of us. Through this, Coca Cola aims to bring forth stories of do-gooders from everyday life. People, who in small ways and little gestures, make this world a better place.
In today’s world, people have become more insular and self-focused, says Anupama Ahluwalia, vice president, marketing, Coca-Cola India & South West Asia. “The ‘I’ has stopped caring for the ‘WE’ and doing something good for a stranger is often considered crazy,” she points out.
The idea can work across social media, events and has potential to be talked about.
Agency: McCann Erickson
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