Coca-Cola is one of the most famous soft drink brands worldwide. It would not be wrong to say the Coca-Cola is very where it is sold in around 200 countries worldwide. There are countries where Coke is cheaper than water and thus has huge demands. The brand is conveniently available in most of our neighbouring stores. It is fascinating to study how the brand became what it is today. And even more fascinating is to see their campaigns over the years across the globe.
It is widely known that Coca-Cola means ‘open happiness’. They have instilled the message through their advertisements, marketing and PR Campaigns. Over the years they have done many such campaigns with different themes and creative ideas and ‘open happiness’ as the core message. In this blog, we will study some of those campaigns to see how they have sustained their purpose over the years.
Coca-Cola Friendly Twist-
This campaign was done by the brand in 2015. They took a very basic insight from the customers. The whole campaign was based on the fact that people are hesitant to talk to each other on the first day of college. Coca-Cola took this as the insight and designed a limited edition bottle with a twist. The bottles were stocked in the wending machines of the college campus and when the students tried opening the bottle, the cap won’t budge. The design of the bottle was such that the cap won’t open until you take another Coke bottle, lock the caps together and twist. The idea was a huge hit and created a lot of buzz around the campus. This unique design forced people to talk to each other and Coca-Cola helped the students find their first friend in college
Coca-Cola Happiness Machine-
Happiness Machine is one of the most popular campaign by Coca-Cola. The brand installed a special wending machine in college campuses which upon inserting a coin gives the student more than they expected. The machine surprises them by giving free coke bottles in different sizes, pizzas and coke for their friends as well. The idea behind this campaign was to spread happiness through a wending machine and make the break special. The campaign was a huge hit and was highly appreciated by the customers it was able to spread smiles on everybody’s faces.
Coca Cola India Phone Booth Viral Campaign-
This campaign was done by the brand in Dubai. Coca-Cola took a small insight from the country that there are many labourers living in the country to earn money and provide for their family back home. They call their families once a week because the calling facility is very expensive and lessens a huge amount from their daily wages. The brand took this fact as the insight and decided to spread happiness through their campaign. Near the residence of the labours, Coca-Cola installed ‘Coca Cola India Phone Booth’. This booth will allow them to call their families in another country with Coke bottle caps instead of money. The labours had to buy a coke and then use the cap to make the call to their family. This allows them to talk to their families more than once a week at much cheaper rate. The cost of a coke bottle is much cheaper than the cost to make an international call.
Coca-Cola Small World Machines-
This is a campaign done by Coca-Cola in India and Pakistan. The idea behind this campaign was to bring the two countries together and introduce their people to each other. Both the countries have constant tension going between them. They have a perception of the people living in the other country without even knowing them which is not necessarily the truth. Coca-Cola used this opportunity to establish connection between both countries. They installed two machines in both the countries which allow them to make a friend from India/ Pakistan in real-time. This campaign made people realise the similarities within themselves and the willingness to accept the other surprised and made people extremely happy.
Sakshi Jain is an alumna of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She interned with Adfactors PR and was recruited by the firm for their Mumbai office. She holds a BA degree in Mass Communication from Prestige Institute of Management and Research, Indore. She has done a two-month internship with Aim High Consulting, Bengaluru. Her interest in the field of communication and Public Relations comes from her love for reading, writing and meeting new people. She is always keen on learning new things. Apart from that, she is in love with food, dance and cinema.