While checking out cool advertisements in brandchannel.com I accedentally came accross an awesome advertisement that brought feelings of nostalgia. A video of Coca-cola’s marketing campaign of openning happiness shows how it hits the streets of Manila as it promotes the strong brand of Coke.
Part of their campaign is deploying coke happiness trucks which go around certain districts distributing freebies like coke, flowers, merchendise or anythign that symbolizes fun and happiness. It’s not the typical ice cream truck strategy where people have to line up and pay for goods that they want. In this strategy coke simply drives the message of happiness which is represented by coke through the distribution of gifts to people. Indeed, these reflect joy and fun amongs people who come accross the trucks.
In this 2 min video, it is eveident how coke employs this global strategy by employing some aspects of global marketing as well as adaptation strategies to effectively market their brand.In my opinion, coca-cola standardizes by providing the same message of the campaign as well as providing the same consistent merchendise of coke. In addition, the brand logo, color and song remained standardized in order to facilitate immediate recognition of the brand.
On thee other hand, the company tailors the campaign a little bit in order to cater to a specific demographic and geographic market segment. As Filipino myself, our culture feels strong about the idea of sharing, family and most importantly happinness amidst the challenges and hardships of life. I believe the coca-cola campaign is something that Filipinos can greatly relate to. In addition, as compared to other happiness trucks in the world, the gifts of the trucks are quite simple. This reflects how much value the target segment gives about simplicity.
As a whole, a marketing campaign utilizes both adapatation and standardization stragies which made it a very effective campaign. By tapping into local culture, the brand now is conveniently integrated to its culture.
Here’s a a video for you to check out: Enjoy!
