Skip to main content

Syrupy ad content vs. genuine care in Coke's 'Liquid & Linked' strategy

So much for Coca Cola 'liquid to linked' strategy. The brand intends to barrage Indian consumers with an advertising blitzkrieg. By blitzkrieg I mean, subject us consumers to a syrupy little song about how the world's a great place despite the odd outlying deviancy. Plus there are print ads Coke's putting up with a message of 'optimism, positivity, and happiness'. The latter is so we feel good about 2014, considering 2013 turned out be one soggy miserable year.

I wonder where the 'liquid and linked' is in all these syrupy communiques Coke's heaping on us? Also, I am surprised the brand hasn't still learnt a lesson in being genuine. Going genuine means caring for real, and not subjecting us consumers to Prasoons Joshi's lyric writing capabilities. Caring for real means taking on 'real issues' that resonate with people, and that which Coca Cola as brand can associate with. Take for example the current communication campaign by the Indian government on rain water harvesting aimed at arresting a depleting water table. This is apt for Coke to associate with. Also, the brand must also take to such an association for keeps. Meaning the money they are wasting on Deepika and Farhan can be better used to work on helping citizens sustain the water table; something communities across India (read, consumers) care about.

Its time Coca Cola realized they can't start any conversations with advertising. Even if they do, such chatter will stay around only a little while. Conversations are sustained when they are about people's lives. Water is about people's lives. Who better than Coca Cola to start a conversation on the same?

Its time Coca Cola did liquid and linked right. Its time Coca Cola wormed its way into our lives via genuine caring. The result won't be just chatter, but meaningful engagement that will translate into revenues, and a rock solid equity. 

One that will stand the test of time.

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…