Introduce a product whose marketing campaign impressed you

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TOPIC: PRESENT THE PRODUCT WHOSE MARKETING
CAMPAIGN IMPRESSED YOU
WELCOME TO MY GROUP’S PRESENTATION

Today we ‘ll talk about the product whose marketing campaign impressed us and
we decided to choose Coca Cola brand. But first…we need to know what a
marketing campaign is. A marketing campaign consists of specific activities
designed to promote a product, service or business. It is the coordinated series of
steps that can include promotion of a product through different mediums
(television, radio, print, online) using a variety of different types of advertisements.
And, a successful campaign relies quite more on advertising activities.
As you know,Coca cola is the no.1 brand of carbonated water, which is known by
94 percent of population in the world. Coca Cola corporation is established in the
US in 1893, first called Coke and works on 200 countries in the whole world.
Coca-Cola’s agency in Viet Nam is founded in 1994. Until now, they have 3 main
factories in HCM, Ha Noi and Da Nang. Their slogan is: “Our customers on
around the world are who deserve to be enjoyed drinks with the best quality”

Coca cola is one of the most successful brands in FMCG in the world and they
have many impressive marketing campaigns.
Coca-cola in recent years has made a different through product innovation and
create differentiation for their brand through media activities.
Nearly all of what nature the secret of success that Coca-Cola corporation has been
done comes from the idea of entrepreneur Asa Candler talent.
Asa Candler spared no money on advertising to build brand. As early as 1895,
Coca-Cola beverage have been sold in all US states. Asa Candler made a campaign
to introduce the largest ever at the time. Coca-Cola had marketing teams
everywhere. Simultaneously on the mass media and billboards, coca-cola appear
with more frequency unmatched.

Thus, from the outset, Coca-Cola knew how to invest in promotional activities,
marketing to thereby building a famous brand throughout the world.
Today, when the marketing and advertising have become familiar elements strong
support to the development of the majority of the brand, Coca-Cola continued to
assert “ ego” when giving the advertising campaign "fever" such as:
1.“ Share a coke” campaign : This marketing strategy traded out the company's
iconic logo on 20-ounce bottles for 250 of the country's most popular names.
Essentially, consumers had the chance to have a generic name, such as "David,"
printed on Coca-Cola bottles and were encouraged to share those bottles with friends
and family.
Additionally, consumers could share their experiences and stories on Twitter with the
hashtag #ShareaCoke. Those who shared their stories were entered to have their
photos featured on the company's website and across company billboards.

2.Coca Cola Friendly Twist : It dreamed up a design for Coke's plastic

bottles featuring a cap that could only be opened when fit together
with another bottle's cap and twisted. Thus, you have to pair off to be
refreshed.
To show off the design, the brand found people in most desperate need
of a little friendly conversation, who are also generally not opposed to
pairing off: college freshmen at the beginning of the school year. It put
a stash of the bottles on a campus. The students had to partner with
someone if they wanted to open their Coke. While the initial days of
class are mainly filled with excitement, making new friends can be a bit
intimidating. That’s why Coca Cola Colombia and Leo Burnett came up
with a unique way to help students shake the first-year jitters and bond
with their fellow freshmen.

3.Coca Hug Machine: The Coca-Cola Company and Ogilvy & Mather have created
the ‘Cola-Cola Hug Machine’ to bring doses of happiness into the lives of people
anywhere and everywhere. This regional initiative, which is part of “Open Happiness”,
The Coca-Cola Company’s global marketing campaign, started in Singapore.

People were pleasantly surprised to see a regular-looking CocaCola vending machine, with the words “hug me” in large letters
on the front. Those bold enough to embrace the machine were


rewarded with cans of ice-cold Coca-Cola and left with huge
smiles on their faces.
“Happiness is contagious. The Coca-Cola Hug Machine is a simple
idea to spread some happiness,” explained Leonardo O’Grady,
ASEAN IMC Director, The Coca-Cola Company. “Our strategy is to
deliver doses of happiness in an unexpected, innovative way to
engage not only the people present, but the audience at large.
“Whether you were hugging the machine or experiencing the
event online, our goal was the same - to put a smile on your face
and share that emotional connection. Reactions were amazing…
people really had fun with it and at one point we had four to five
people hugging the machine at the same time as well as each
other! In fact, there was a long line of people looking to give hugs
– it was really heartwarming. ”
4.Tweet your Christmas Wish: For Christmas 2011 Coca-Cola gave
people the chance to have their tweets displayed on its giant neon sign in Piccadilly
Circus.
Users had to submit their messages through Coke Zone and could then view a live
stream of the billboard to see their message come up if they couldn’t be there in person.
In 2011 there were 94 tweets per day, twice as many as in 2010 , with a total of

864 tweets displayed. Overall there were 6,278 total webcam views, which
isn’t really a startling amount, but it’s still quite a neat campaign.
Besides, coke has always come up with the innovation and new marketing
methods. This is the first company to test methods for customers to try the product
and use coupons. They are also the pioneer in the feminist movement in the
workplace. Coca cola is known as the company has revolutionized the marketing
method, make many other corporations to imitate the ways of their promotion in
the hope of achieving a successful part of the group that achieved. This proves that
a strong brand as Coca has impressive marketing campaign.

The most impressive marketing campaign of Coca Cola and the difference
between it and the other brands.


Coca- cola has many successful marketing campaigns which are popular in the
world such as share a coke, the coca-cola happiness machine, coke zone, king of
recycle, super bowl 2012, tweet your Christmas wish, the friendship experiment,
the “Ahh” effect, digital media advertising campaign.. . . But the marketing
campaign impressed us is the series of activities about " Give coca-cola give the
feelings".
In 2014, this soft drink company has launched a strategy of “ booming” , which is
printing the name of the user on the cans. The rush of photographing with bottles
or cans of coca-cola which print his name was " make rain make wind " in Vietnam
after the " addictive" for youth in more than 123 countries throughout two
summer. This is considered as one of the creative advertising campaign and most
effective in the history of this brand. After the “ fever” print the name on cans of
Coca-Cola in 2014, Coca-cola continues to bring activities print the emoticons on
cans. The program " Give coca-cola give the feelings" take place in 12 cities and
provinces across the country so wherever you also would be get cans of coca cola

which print his name or his emotion icons. The creative activities of Coca-Cola
will create conditions for young people revealed the feeling is difficult to say in
words, easy reveal the feelings spontaneously and entirely. Another strategy to
promote this campaign is the ads “talking”. The talking advertising boards at
Nguyen Van Troi crossroads in Ho Chi Minh city had attracted the attention of
traffic participants after just 10 days of occurrence.
The appearance of unique interactive banners with the logo “ hello”, “hugs”, “
glance”,... made 24 hours of people living over Ho Chi Minh city becoming lively.
60 seconds wait signal traffic lights was no longer boring, rather it was the funny
moments. The meaning of the emotional table brought was not only stop at the
smile when in traffic but also help people share positive emotions and closer
together than.
Specifically, Viet Nam was the first market to promote this campaign, ahead of
more than 200 countries worldwide. This is a turning point marking the
implementation turned emoticons in the real world, brings moments of elationfilled summer.


Moreover, when comparing with another brands such as Pepsi.co or Tan Hiep Phat,
we can see Coca-cola is the most outstanding marketer. Now I will explain the
reason why Coca cola is the best choice for ourshelves. First, it is hard to say in
1990s, Pepsi.co beat Coca cola in the Vietnamese market. At this time, Pepsi.co
was the pioneer in the soft-drink sector, and Coca cola had no advantages or any
chances to overcome Pepsi.co because they just were late comer. Pepsi.co had
everything: the best brand name, the good services and high-quality products, there
is no denial that their marketing strategies are very helpful, so it is easy to
understand why they can win the market. After few years, Coca-cola decided to
join in the Vietnamese market when their enemy, Pepsi.co was very popular and
they built up a strong communication with theVietnamese people throughout
distribution channels. But the important reason is Vietnamese people prefer the
sweet taste of Pepsi.co more than Coca-cola. So how Coca-cola overcome these

challenges? Firstly, they made up their minds to keep using retail marketing
strategy. The purpose of this strategy is that they want to market a different taste to
people who had been similar to only one sweet taste of the soft-drink from Pepsi.co
for many years. Secondly, they want to market their products to a large number of
small shops with special offers to create the market share. Therefore, on 1st
January, 2013, Coca-cola coopearted with Co.op Mart, the leading supermarket in
Vietnam`s market. They gave their customers umbreallas, cups,....as bonus gifts
when the customer buy Coca-cola products. By this way, Coca-cola was successful
to attract more customers, improve their business imagine and made their brand
name become popular with people. Now, I will give you a clearly example about
the war between Pepsi.co and Coca-cola. In 2011, Pepsico invited TVXQ- a
famous Kpop artist, to act as their sole representative with the purpose to increase
their sales, otherwise, Coca-cola chosen to sponsor a music festival which had
BigBang performed in Vietnam. The result is that Coca-cola was the winner. The
reason is very simple: they promoted their product through music. Everybody
knows Kpop music is very popular with young generation, especially in Vietnam,
so Coca-cola choose a simple marketing strategy to achive and draw more attention
from people, holding a music festival, invite a famous artist and make people pay
attention to their brand. Comparing with Pepsi.Co, who is also choose an Kpop
famoust artist to promote their products but not coming to Vietnam, of course they
can`t win Coca-cola.


This marketing campaign is considered the top 3 ads caught the consumer ‘s
curiosity of Coca and this is not only a usual ads, but it also brings very meaningful
message to everyone. That is the reason why Coca outstrips Pepsi in recent years.
There is strong excitement within the Coke Vietnam team as expressed by Uyen
Pham Na, Marketing Director, Coca-Cola Vietnam, "Share a Coke emoticons is,
once again, proving our way of doing marketing with the "Consumer at heart". I
believe Coke Emoticons will be a new way for Vietnamese teens to communicate

their feelings. This campaign not only brings Coca-Cola closer to our consumer but
also benefits our business with promising volume increase."
Stan Lim, Creative Director, Isobar Singapore added, "Working on the latest
iteration of 'Share A Coke' has been a dream scenario for Isobar. By personalizing
their product with names and now the ubiquitous language of emoticons, Coke and
the agency team has created something that seamlessly blends online and offline
behaviors, that travels across borders, that will live and grow in the virtual and in
the physical world."