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Think about this marketing challenge: How do you keep a product that never changes relevant and interesting for 125 years?
Now, let’s take it a step further. This product is becoming LESS relevant because it is relatively generic, flooded with competitors and a target of health and environmental activist groups.
But it gets even MORE difficult — You have to keep this product in the hearts and minds of people across every culture and country in the world.
Of course I’m talking about Coca-Cola, a company I admire very much because of it marketing excellence. And now Coke is turning to content marketing to drive the relevance of its colored sugar water in entirely new ways.
In this remarkable and entertaining video, Coca-Cola reveals its strategic plans to light up the world of content marketing and storytelling to enable profitability, connection, and positive world change.
Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at Coca-Cola Company explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that “every contact point with a customer should tell an emotional story”.
This video is full of rich ideas like linking to “liquid content,” creating provocations that spur not just dialogue but action, and the importance of influential “data whisperers” to drive awareness and change. I hope you enjoy this rare insight into a company marketing strategy.
Part 2 of this video can be found here: Coca Cola Content Strategy.