The New Sugary Chameleon

To put it bluntly: it's about time Coke. I can't even begin to explain the level of a devoted consumer that I am to the product. (My mom and I actually had Coke vs. Pepsi battles across Spain taking photos next to signs in restaurants or hotels.) Every year my mom continues to include a Coke collectable ornament. So needless to say, I am their target audience and they have successfully figured out how to intrigue me. They've included colors, new designs, and brand "truth". There's a story and plot-line that now goes along with their classic red colors and iconic bottle shape. The main issue that will arise is the growing epidemic of obesity in America and how it will effect this brand's ability to tell their story.

Obesity and it's Impact on Coke's Success

According to the New York Board City Board of Health, the way to curb obesity is to ban the sale

of large sodas in restaurants, street cars, and movie theaters. According to Eliot Hoff, a spokesman for New Yorkers for Beverage Choices; "this is not the end. By imposing this ban, the board shows little regard for public opinion or the consequences to businesses in the city." New Yorkers agreed. A poll showed that 60% believed it was a bad idea. Physician David Gratzer seems to also agree with New Yorkers in that "Coke will now be on the endangered list-- unless of course you go to a fast-food joint and get free re-fills."

Not everything can be controlled and Coke sees this has a plus. New Yorkers agree that the idea was poorly executed and by making a new campaign and exploiting the "truth" behind their brand; they will be able to adequately grow their current market of 1.2 million monthly viewers. Bright colors and designs, meet hard-working New Yorkers. Even more important, Coke designs and ads meet the modern age working men and women.

International Markets by Storm

Now that Coke has used the arguments like the New York battle as leverage to help their brand go behind the scenes and meet their consumers, they have also begun to incorporate their marketing internationally. They are going to make the consumers an offer that they just cannot refuse. According to Stuart Elliot from Fast Company, "the use of the word “story” is significant because the Web site changes are indicative of the growing interest among marketers in recasting their communications with consumers as storytelling rather than advertising. Just as attention is being paid to developing content to use for brand storytelling, an appetite also exists for corporate storytelling." By leveraging social media, they can incorporate a moment for the consumer. Something that helps to connect across all languages, land boundaries, and cultures. Such moments like that in South Korea where dance games within a mall has brought friends, toddlers, and families together for a little fun.... and a whole lot of Coke.

The Impact of a Really Good Story... and a Little Love

After listening to Kelly O'Keefe from the Virginia Brandcenter, the one thing that really stuck to me was the idea of a really good story and the truth within a brand. The product can stand for many things within many different users' eyes, but ultimately the brand itself has to have an image. They must have something, whether it be a mission statement or corporate motto, to live and breath by. It must be the air that helps brings their products to life and the stitching that sews their profits together each quarter. Coke has taken this little concept that many companies get so wrong and incorporate it into their re-innovation and re-creation of themselves. They have and will always be the brand that has been around for generations holding the country together in traditional roots; but, with a little bit sexier, cut-edge platform. They will begin to really show the meaning and depth to the brand. They have given people a reason to believe with just a little love and a whole lot of honesty.