This is not Dior | UK Marketing & Lifestyle Blog

UK Marketing, Fashion and Lifestyle Blog by 21 year old Fashion Business and Promotion Graduate, Lauren Evans.

Thursday, 7 May 2015

Coca-Cola Embark Upon 'One Brand' Strategy

Global soft drink giant, Coca-Cola, has revealed its new ‘One Brand’ marketing strategy; whereby the advertising and packaging for each of its products, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life, will be marketed within the master brand, as opposed to being presented as separate brands. 

The 'What Are You Waiting For?' ad campaign, above, is the most recent since the announcement of the brands new marketing strategy, and will be rolled out over the coming weeks in cinemas, TV, and online.

The 60 second clip stays firmly in align with the 'Choose Happiness' branding that the company are known for, and has been labelled 'exciting' and 'uplifting' by the brand.

The bold decision to merge each sub brand was made subsequent to consumer research carried out by Coca-Cola themselves, showing that half of its consumers weren’t aware of the difference between Coke Zero and Diet Coke.
The brands Marketing Director, Bobby Brittain, said of the issue, “We’ve failed to communicate clearly enough the product differentiation and this is a major wake-up call for us. We need to ensure that we are enabling consumers to make an informed choice.”

Personally I think this new marketing strategy is a clever one and will help increase brand awareness for each of the products, and consumer satisfaction should be sustained by this move. What do you think?

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