Coca-Cola Remains Relevant in Ever-changing Marketplace

When most of us think of Coca-Cola we have images of families gathered at barbeques, teens filling a cup from the fountain at baseball games and hot summer days that are cooled down with the ice cold beverage.  Centuries of building a wholesome, all-American brand with illustrations of people enjoying the “happy” drink have made Coca-Cola the leading soda brand from its first ever campaign in the 1800s to its biggest ever activity for the upcoming London 2012 Olympics.  The brand has managed to stay relevant despite major changes in behavior with health-conscious consumers rejecting the sugary sodas to its key competitor and taste-challenger PepsiCo remaining on the company’s heels.

According to a recent Forbes article on the mega-brand, Coca-Cola says its quarterly profits beat its executives’ expectations by strong growth in emerging markets and a surprising climb in North American volumes.  The beverage company made $2.8 billion, $1.22 a share, from $2.7 billion, $1.17 a share, last year.

As shared by AdWeek, a recent spot by the soda giant’s Latin America division makes viewers smile at the happy things found on security cameras.  To the sounds of Roger Hodgson’s “Give a Little Bit,” Coke captures scenes with catchy captions such as “friendly gangs,” “people stealing kisses,” “music addicts,” “potato chip dealers” and “attacks of friendship.” This spot once again aligns Coke with our happiest moments in the every day, reinforcing the company’s message and keeping the brand relevant.

Check out the new spot.  It’s sure to make you smile.

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