Coca-Cola is a household name. The drink has come a long way since it hit shelves in 1886. For example, while the beverage has maintained a consistent taste, it was originally prepared with coca leaves (the plant cocaine is derived from) but that formula was changed in 1903 due to legality and addictive properties.
But Coke is more than just a brand of pop. The Atlanta-based company’s commercials featuring Santa Claus and polar bears enjoying the beverage have evoked holiday memories for nearly a century and refined the image of Saint Nicolas into a friendly, cheery face. The company has acquired many additional beverage companies over the years in addition to partnering with a variety of franchises, celebrities and sports teams.
Recently, Coca-Cola has launched a campaign, Coca-Cola X Star Wars: Refresh Your Galaxy, offering 30 character-themed Coke and Coke Zero cans for fans to collect. They can be found in stores, in addition to exclusive cans only available at the Walt Disney World and Disneyland resorts. To be clear, this post is not in any way sponsored by Coke. But smaller businesses can draw inspiration from the soda brand’s iconic business strategy.
Keeping consistent
One factor that has contributed to Coke’s success is staying on brand. The company’s logo, for example, has gone through multiple minor changes over the years, yet is consistently classic, featuring a nostalgic variation of Coke’s original colors and fonts that can remind people of the refreshing cola they enjoyed as a kid.
Having a strong and familiar brand makes it easier for them to stand out and launch partnership campaigns. Brands should pick a central theme and build off of it in their visual storytelling. Logos and branding do not have to be complicated. They just need to be unique, memorable and bold.
Inclusion and connection
Having a product that anyone can enjoy helps bring success. Knowing how many people enjoy their products, Coca-Cola has kept its DEI policy, and through ads and product offers, continues to make everyone feel welcome.
They have also used their marketing to appeal to emotions. Whether that’s telling a story about the human spirit in a commercial or the nostalgia, the brand evokes emotion and makes people feel more connected to their product.
With your own brand’s marketing, consider what your product or service does and how it makes people feel. These things bring loyal customers who will have trust in your company and remember you again next time they need what you offer.
Diversify your offerings
It feels like if you have a good, classic product, change shouldn’t be needed. But offering different varieties can help reach even more people. To go back to the latest Star Wars campaign, for example, the cans appeal to collectors and fans of the series. So even if they are not soda drinkers, they will likely be inclined to buy these products as keepsakes versus a normal can of pop they would not want.
If possible, consider the consumer and how you can reach an unconventional new customer with your product or service.
