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Challenges for Coca-Cola's 100-Year Brand Preservation

Challenges for Coca-Cola's 100-Year Brand Preservation

Coca-Cola has imagined his pink and white packaging, immediately recognizable emblem and recent sweet taste. Cory-Cola, Advertising Director for Hong Kong and Macao, Clory Wong explains how this 133-year-old basic beverage stays on the forefront of the business. Sharon Kwok studies


Versatile beverage portfolio

Interbrand's “Best Global Brands 2018 Index” Coca-Cola ranked fifth with model value totaling US $ 66,341 million. It has grown significantly past the core brand. However despite the fact that the Coca-Cola brand continues to be the company's soul, it has expanded its consuming gate to its dedication to grow to be a "whole beverage company".

Clory Wong has been with The Coca- Cola Firm

In Hong Kong, the corporate maintains a complete and versatile beverage portfolio in numerous categories corresponding to sports drinks, milk-based drinks, beverages and tea. These embrace 20 brands including: Sparkling Smooth Drinks – Coca-Cola, Sprite, Fanta, Schweppes, Glacéau Vitaminwater, Bonaqua Water and Minute Maid.

the place we purpose to offer clients with quite a lot of drinks all through their lives, ”Wong explains.

“Nevertheless, we are undoubtedly selective once we convey new improvements into the portfolio. We are contemplating whether or not it is relevant to shoppers and our retail partners, and unique to the brand.

“We have also adopted a consumer-centric strategy that needs to be understood by consumers before launching products like their desire to buy, how open they are towards a new product, and how we can offer products and packages that better meet their beverage needs. ”

Native innovation is the important thing to branding. The tea culture is in all places in Hong Kong, so the company launched a collection of top of the range ready-made beverage papers, Authentic Tea Home.

Wong also describes advertising for the "Mini Can" product 2019 market. There’s another instance in Hong Kong that it responds to the long-term shopper demand for the micro-version of the model delicate drink. Although Coca-Cola's basic cans include an ordinary amount of 330 ml, the mini can solely retailer 200ml, attracting clients who need a decrease dose.

”Previously, there were not so many decisions for retailers and clients. I feel we've include age. For instance, we solely used tv to observe, but now we take a look at smartphones and tablets. Shoppers now demand extra product range. "

Going to the top of June 2019, when the company launched its first power drink -" Coca-Cola Energy "- to Hong Kong. After the European debut in April, the objective was to introduce the power drink market when the product was placed in an power drink that still had the Coca-Cola flavor.

The natural caffeine-based guar extract, vitamin B and taurine-free recipe, was launched by a gaggle of young shoppers who stay hectic life and require little effort to go to additional Mail.

“The energy drink market is not great in Hong Kong, but we are seeing a growing trend. We think there are even more options for consumers, ”Wong says.

Creating events

The corporate does not have the same strategy. As an alternative, it produces individual advertising plans for each product, from prime to bottom. Full bloom built-in advertising communications, OOH campaigns, digital advertising, market executions;

Wong factors out that launching all of its new merchandise is widespread, and advertising campaigns make sure that they meet the needs of sure shoppers and supply a singular supply that differs from other players.

“Customers need different drinks for different occasions,” he says.

”Regardless that individuals are still more well being acutely aware, there are instances where we would like something sweet. For example, individuals might want one thing tasty and glowing after an exhausting meeting with an power shot. I consider that sugary drinks will proceed to play an necessary position. And we're making an attempt to create more opportunities for advertising drinks. “

One of many key concepts is to construct a shopper's behavior of consuming Coca-Cola drinks while eating. And there is no shortage of campaigns with food and eating situations. Driving in Hong Kong's native hotpot culture in 2012, the company produced one of the crucial widespread TVCs that includes music artist Charlene Choi, who has a hotpot with Coca-Cola.

“The connection between eating and the cook is well established. In the future, we will focus more on a strategy called segmented implementation that utilizes consumer insights to give the right message at different stages of the consumer's journey, ”he says.

”And we’ve got to work more durable with Coca's allure – the Cola expertise draws individuals to share moments in social media. Your pal's recommendations are efficient. ”

The corporate just lately created a number of key occasions, such as the Schweppes collection. The campaign is aimed toward spending four video collection with singer Jun Kung, where he introduces cocktail recipes for sweet, sour, bitter and spicy.

Wong says a modernist strategy: “Coca-Cola has a broadly diverse target group. Young people aged 10-20 are potential customers. We begin to recruit them to ride the soft drinks by riding at their best – by playing. It is also an opportunity that also has a strong connection to drinking drinks. ”

Coca-Cola actually follows the leadership of many major brands when it creates the fitting relationship with young individuals. The company has joined forces with Emperor Esports Stars to launch Coca- Cola: Imperial Cup 2019.

Connecting

“The connection with consumers has changed tremendously. Consumers are well connected to the various media so that they can use many of the evaluations and information about the products. It affects their decision-making process, so the brand's power is important, ”Wong says.

He further explains the advantages of using robust branding, including constructing shopper habits. Brand capital leads to quicker decision-making in purchasing and in addition makes it harder for loyal clients to recruit.

In March, Coca-Cola tested an alternate product design that introduced numerous excessive, skinny cans. For the resonate to HK, the our bodies of the deck have been adorned with parts of native heritage reminiscent of Oi !, Blue Home, Sam Tung Uk, Shing Mun Reservoir Steel Bridge, Lui Seng Chun, Stanley Publish Workplace, Yau Ma Tei Theater, and Tsui Sing Lau Pagoda.

”It is very important introduce a positioning tactic for international manufacturers resembling Coca-Cola, transporting local tradition to create buyer dedication and brand strengthening,” Wong says.

In launching new innovations, the corporate has additionally launched artistic advertising campaigns to take care of the 133-year model's significance to shoppers. Wong tells advertising that through the years considered one of his favorite campaigns was "Coca-Cola Chok Chok Chok".

“The marketing campaign promotion technique was at the moment an avant-garde. It was the first advertising initiative to combine a cellular app and a TV advert. The brand created a cellular software where the audience might get the bottles caps from TVC to win the moment prizes. The appliance was downloaded more than 380,000 occasions a month. “Last summer time, the company launched an identical campaign referred to as Coca- Cola Metropolis-wide Tetris Viva. The brand revived the godfather of video video games, Tetris, into a cellular recreation earlier than bringing a real-time interactive expertise to the Causeway Bay's OOH billboard. Following public videos that includes celebrities and KOLs, the objective was to resume the model and convey collectively digital and social young individuals.

Sustainable Drinks

Wong factors out that there’s a major problem forward for shopper well being and environmental safety.

Coca-Cola has inspired shoppers to regulate added sugar consumption to make its brands sustainable. Wong is a member of the Committee on Salt and Sugar Discount, which has led the corporate to create smaller sugar-containing recipes.

“We understand that individuals are involved about sugar consumption. The company will re-take the additional sugar by way of the portfolio by reformulating present drinks while maintaining the style of shopper love and including smaller and non-sugar options and drinks to rising courses and brands, he says.

After the introduction of Coke Zero, the unsweetened beverage portfolio has risen quickly. Taking a look at market tendencies in the long run, Hong Kong shoppers are (increasingly) well being acutely aware. We particularly see the speedy progress of unsweetened tea. ”

Wong adds that Coca-Cola Hong Kong lowered its sugar in ten products final yr and this number rose to 15 this yr.

Another Sustainable Improvement Initiative – “The World Without Waste” – introduced packaging waste management. Bonaqua launched the "Water Station" program, which deliberate to install 300 water stations in Hong Kong in 2019, and has promoted the "Bottle Your Own Bottle" way of life.

Though recycling is now a standard tactic, recycling may be seen

Coca-Cola has stepped further with its edgy type – in collaboration with Hong Kong's modern artwork gallery Carré d & # 39; .

The Carré d’artistes Gallery has also grow to be a very Instagram mode with a Coke Can Wall. It has created over 650 pieces of Coca-Cola-high cans and mini-cans.

It might be over a century previous, however the firm is making a very good transfer that issues are all the time cooler with Coca-Cola.


This article was produced in a advertising journal for the July difficulty. Get more features and other magazine exclusive rights about this and future issues, so you’ll be able to order a free month-to-month print here or learn the complete digital model here.

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