Wednesday, January 1, 2014

Campaign Watch: Coca Cola’s Open Happiness 2014

One of my New Year resolutions this year is to be more regular with my blog posts. So what better day to start than right-away! Here’s wishing a very Happy 2014 to all the readers of Powering Brands.  More Power to you!

There has been a lot of talk around Coca Cola’s aggressive marketing plans for 2014. The ad jingle ‘Ummedon wali dhoop’, in my opinion, is by far one of the most optimistic and uplifting we’ve heard in a while and in a smart & strategic move, Coke has gone all out with print, television and radio push for the Christmas & New Year festive season when general positive sentiment is on a high. The lyrics of the song, tweaked to fit the ‘New Year’ theme, have resonated strongly across the board. 

The approach on digital platforms was similar to print with Coca Cola picking homepage placements on portals in addition to the Yahoo! India Email Login page. 

All units lead to the Facebook brand page, and not to the Coca Cola promo website, which (by the way) still carries Diwali imagery. The Coca Cola corporate website though seems better managed with updated content on the #openhappiness2014 campaign.

I understand the need for separate Corporate and Consumer targeted websites but it is also imperative for brands to have dedicated teams to manage the content consistently across their digital platforms and not just for their social posts. 

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