Coca-Cola's famous marketing case?

In Businessweek's 200 1 list of the world's most valuable brands, Coca-Cola topped the list with $72.5 billion. According to the survey in the 20th century, th

In Businessweek's 200 1 list of the world's most valuable brands, Coca-Cola topped the list with $72.5 billion. According to the survey in the 20th century, the three most popular words in the world are God, She and Coca-Cola. . Then let me take a look with the readers.

one

Happy "airborne" to people who are not seen.

There are such a group of people who have left their homes and worked hard for the construction of the city, but they have always been outside the scope of social concern, just like people who are unpopular.

In Singapore, there are nearly 6.5438+0.3 million migrant workers scattered on large and small construction sites. When I think of my wife and children at night, I will secretly cry. I can't be happy with my parents like a normal family. Missing distant relatives makes their figure more lonely. Coca-Cola paid attention to their existence and sent them a "falling from the sky" happiness.

Coca-Cola collected more than 2,700 words of thanks from the public, made polaroid photos and posted them on coke cans, and then parachuted into major construction sites by unmanned aircraft. After reading these sincere thanks, the workers were surprised and suddenly found that there were still people who cared about us.

Everyone deserves to be seen and everyone deserves to be happy.

two

Invisible vending machines are only visible to couples.

To celebrate Valentine's Day, Coca-Cola Company introduced a high-end invisible vending machine, which was installed on the roadside and only appeared when couples passed by.

What is unusual about this vending machine is that only when couples pass by, the seemingly empty roadside will suddenly light up and a huge romantic advertisement will appear. Then, the cute vending machine that belongs to the lover will show its original shape. In addition, the vending machine will ask each couple's name and print their names on the bottle to create a truly unique couple drink.

three

Coke phone booth to relieve homesickness

The so-called happiness is to be able to hear the cries of children and the voices of family members. After learning the actual situation of these people, Dubai Coca-Cola and Yang Luo Bikai Advertising Company developed a telephone booth device that can use coke bottle caps as telephone bills and put these telephone booths in the areas where workers live. Each Coca-Cola bottle cap can use the three-minute international call fee for free.

A coke bottle cap, a common thing in most people's eyes, is full of warmth, happiness and concern in the hearts of thousands of South Asian workers in Qian Qian. In addition, Coca-Cola extends the product value infinitely and conveys the brand dream further and wider.

four

Singing bar code

Going to the supermarket to buy things in a long line, listening to the monotonous "beep" sound when brushing bar codes, is it very sleepy?

This time, Ogilvy & Mather of Brazil made a big fuss about Coca-Cola barcodes. When the supermarket cashier scans Coca-Cola products, the code scanner doesn't make the usual "beep" sound, but the theme song of Coca-Cola! Although there are only a few simple syllables, it is definitely an unexpected surprise. The cultivation and establishment of this kind of goodwill is commendable.

five

Coca-Cola can summon a rainbow.

South Africa, which has always been called the rainbow country, has been founded for 20 years by April this year. In order to celebrate this special day, Coca-Cola can actually set up a "natural" rainbow over Johannesburg. Domineering creativity and strong execution make people unattainable.

The realization principle is based on "water vapor refracts from the sun to form a rainbow". As for this angle, the staff has repeatedly calculated for a long time. Finally, Coca-Cola chose to install a water distribution device on the roof of Johannesburg City Square, and the sprinkler will sprinkle water according to the angle of the sun, thus forming a rainbow smoothly.