Jenny Chan 陳詠欣
May 12, 2016

Watch: Coke on the breadth and limitations of marketing 'happiness'

Campaign Asia-Pacific talks to Coca-Cola's Shakir Moin (China VP and CMO) and Rodolfo Echeverria (VP of global creative, connections and digital) about the trigger for the brand's major strategic shift: millennials do not view 'happiness' as a lofty or idealistic concept anymore.

Campaign's takeaways:

  • The way Coca-Cola was marketed according to each variant in the past was not "optimal"; so the company hopes to now maximise reach by bringing all the variants under a single brand, though it will not address the issue of unhealthy ingredients in future advertising.
  • Despite replacing its 2009 'Open Happiness' campaign with 'Taste the Feeling' this January, Coca-Cola still considers itself "more of an expert in happiness" than rival Pepsi, intepreting it as having an optimistic and positive outlook "expressed in a tighter way via little moments in everyday life".
  • Some Cannes-awarded work, despite being tear-jerking and moving, is not related to the product. In Coke's book, work is not good if it could be undersigned by any brand, rendering it forgettable. 

Related Articles

Just Published

12 hours ago

How to prepare for hybrid commerce: Chinese ...

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

12 hours ago

Data shows brands don’t need social media accounts ...

Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.

12 hours ago

Apple debuts 2022 Chinese New Year film (clear some ...

The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.

13 hours ago

How women’s health brands communicate on social ...

Female founders of women’s health brands say censorship makes it challenging to properly address women’s concerns.