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I saw something this week …
I was scooting along the freeway this week.
The sun was shining. With Spring beginning to bubble forth.
You know that freedom feeling … ? When you may or may not have your music up too loud …
From the corner of my eye, I notice a stickered up car.
Looking so fresh and green.
So enviro and idyllic.
Like a blissful, sun drenched, country picnic.
Being human (currently in a non-country picnic setting), I am of course attracted ...
To. (drum roll)
So. Full Disclosure ;
I am NOT a Coke fan.
I believe it to be (as probably you do also) a mass produced product filled with nothing that adds value to the human system. I believe it causes addiction, ill health as well as causes harm to our environment.
And now claiming the word 'life'?
That's about to launch my hashtag to a whole new level.
Coca Cola, if you hadn't noticed …
Noting I hadn't.
Has … (to quote their website) … been "listening to consumers to create new, innovative products that meet their needs".
And have recently launched a new drink by way of Coca Cola 'Life' ~ a stevia sweetened 35% less sugar product to the CC range.
Fair. Good on them. Shall we move on?
A week on.
Has this green stickered car remained wedged under my skin?
After some consideration, I now realise why this has 'grated' me so this week.
What an absolute example of 'below the belt' marketing.
Marketing that is just so far OFF 'planet' authentic. Like a completely different Coca Cola world away.
And an absolute example of professionally executed marketing so far INVESTED in 'playing' and taking advantage of natural human needs.
Another disclosure ...
I actually LOVE what they've done.
It's of course (can you imagine the budget!?) an product launch that is impeccably researched and executed.
I love the natural element to this new brand.
The green grass environmental tones.
The hand written, real 'life' font.
The product photographed in old school, vintage glass bottles.
In old school, collectable wooden crates.
In country, sun drenched, flower filled settings.
With the beautiful, powerful and emotive word of LIFE.
It seems like the big RED giant has changed ...
Getting back to nature?
Choosing to connect with the environment?
Connect people with healthy, life giving options?
Googling about I see that this campaign is Coca Cola Huge and is unsurprisingly bigger than just a drink.
It's enviro boards.
It's jungle covered combi's.
It's enviro pop up spaces.
It's independent art installations.
It's every, well researched, trend driven marketing opportunity possible.
So what can we learn?
Marketing is powerful.
And the best marketing tool in 2016 (projecting into the future) … is knowing the power of a clear, authentic BRAND.
Brands are created when not just your product but EVERYTHING that you do inside of your business …
And sharing the same clear message.
We MUST learn to be real.
We must be REAL brands sharing an authentic message.
Yes research is powerful.
Yes trends are powerful.
Clearly, Coca Cola knows this well.
They KNOW that people in 2016 are looking for LIFE.
They know that people are seeking, craving, NEEDING their environment, to be real, to be healthy, to be land connected, to have some time out in nature.
And so they've placed their product right in the middle of this well researched 'trend'.
But I question today ...
Is this expression truly authentic?
Do they truly believe this newly shared LIFE brand is who they are and what they and their product stand for?
Or perhaps ...
As all good marketeers know.
Controversy is everything.
Madonna knew it when she pretended to be a virgin.
Kimmy knew it when she made the video.
What ever gets them talking. Then 'they' will do the marketing for you.
Let's move on now.
I hope you enjoyed my writing today.
My name is Mary & I (LOVE to) live in the creative #2484 of Northern NSW, AUSTRALIA.
My passions are sustainable and conscious living, creative expression and discovering the feminine in business.
I adore receiving enquiries for business consulting, brand development, creative collaborations & inspirational speaking.
Please contact me directly on 0404 033 850 with your enquiry.
You can also find me (by appointment or synchronicity) in my studio ;
The Fluro Junkie
5 || 13 Wharf St
Murwillumbah, NSW, 2484
ENJOY my testimonials … by clicking HERE.