Coca-Cola, Aaaah!
5:51 PM
Hello and welcome back to my blog! This semester we’re
studying about MMA business, advertising, and marketing so apparently, the
posts about history of arts and design had to end. Instead, I’ll be doing
weekly reviews of advertisements shown in the Philippines.
For my first entry, I chose to give a review about Coke just
because I’ve had so too much of it the past few days...
Coca-Cola has always been one of the most famous brands in
the world of business.
Of course, who could ever forget when Coke released the
named bottles? Everyone wanted to find one of their own! It was an idea that
was very fresh and new to the eyes of consumers and was meant to gain
interaction with them. Behind the fun of finding the names you’re looking for
is actually a marketing strategy to increase sales. I personally witnessed this. My friends
started asking each other if they found their own named bottles yet, some
wanted to get the ones labeled “ganda”
for their crushes to gain “pogi points”,
the groupies went and bought the barkada-labeled
bottle for their group study, and I myself got one from Raymond last year which
had my name on it..well, at least the six letters of it. In short, everyone had
new and extra reasons to buy Coke.
This
product had several advertisements released. I remember one on TV which starred
Enchong Dee and Joseph Marco. Try not to faint while watching the two of them
in the same frame ;) Watch Here!
(you can request the company to create special named bottles
for you!)
And
here’s one from the Coke Zone website. This was another way to involve the
consumers in their business by giving them access to the newly released
products (“See the new names”). This
is just like what Philip Kotler said about the changes advertising has gone
through. He said that before, businesses create a product with the sole purpose
of selling it but today, businesses connect with their consumers and get to
know them beyond the database.
I’ve
learned in this subject that if you’re going to create your own ad, you’re
gonna have to consider the manner in which your audience speak and how their
interest is easily caught. In this case, this particular Coke ad used catchy
and creative lines that aren’t too formal.
“100 new names. 100 new reasons to share a Coke. We’ve just released a
new wave of bottles with 100 new names – so you can share a moment of happiness
with even more friends this summer!”
This is probably the style that most ads
use nowadays because people aren’t very attracted to formal announcements and
stuff like that anymore. You’d have to think of something different every
single time. It’s
also noticeable that Coke released this advertisement in a very timely manner.
It was meant for a specific season which was summer and when you talk about
“summer in the Philippines,” Coke is never out of the picture.
I don’t
know why but it’s just much more fun when you get to drink from named bottles.
All I can say is that this concept and these ads are pure genius. Kudos, Coke!
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