Coca-Cola Remains Thirsty
Coca-Cola has been selling the world’s most popular carbonated beverage for the past 126 years. How did this company reach its great success and more importantly, how has it remained at its position for so long?
In class, we learned that once a company has positioned itself in the consumers’ mind, it is very difficult to budge. I believe that Coca-Cola’s enduring success, however, is not only due to its early claim in the consumers’ mind, but also because of its constant desire to grow as a company.
Coca-Cola has been implementing countless ingenious marketing techniques for years. In 2010, for example, it launched its “Happiness Machine” video. With almost five million views, this video proved to be a viral success. Coca-Cola shrewdly targeted college students and focused on using an ordinary setting to create extraordinary reactions. AJ Brustein, Coca-Cola’s Global Senior Brand Manager, stated that the magic in the video was created when “students [were] helping each other lift the huge sub, [and] hugging the Coke machine”.
It is no wonder that Coca-Cola has had such great success for so long. Its constant creativity in marketing strategies has continually earned it the position as the world’s leading beverage producer.
