Coca Cola Memorial Day Cans: It’s All About The Marketing

As of today until July 4th, Coca-Cola cans will be available in stores with limited edition, red, white and blue design. Coca-Cola in partnership with the USO is paying tribute to the United States Armed Forces and the USO’s 75th anniversary.

 

In an effort to support the troops by sending them a message Coke and USO have created a website to allow participants to do just that. The limited edition cans will feature the song lyric “I’m proud to be an American”. The design is available on the 16oz cans as well as the 20,24 and 35 packages of 12 ounce cans.

 

This marketing effort on Coca Cola’s part shows consumers that Americans drink Coke. Why? Because it’s the patriotic thing to do Tweet: The #Marketing of @CocaCola that Americans drink Coke. Why? Because it’s the patriotic thing to do: http://ctt.ec/49fUz+

As the Coca-Cola Journey Staff phrases it, “It’s like fireworks before the Fourth of July.”

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Anti-Obesity campaigns have forced Coca-Cola to continually rebrand itself as a good life choice as opposed to an unhealthy one. Coca-Cola does this by shifting the focus from health to any other aspect it can. In the most recent case, Coke is capitalizing on Memorial Day, to show that drinking Coke is patriotic.

 

In the “One Brand Strategy” Coca-Cola attempted to deliver the message that it supports diversity and unification. “We are reinforcing that Coca-Cola is for everybody,” Chief Marketing Officer Marcos de Quinto said. “Coca-Cola is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment.”

 

To further bring the identity of unification Coca-Cola began to produce cans and bottles that all look more or less the same. This marketing effort can be seen as unwise, consumers who want to buy a Classic Coke, don’t want to accidentally pick up a Coke Zero with similar labeling and look. Consumers looking to buy a Diet Coke don’t want to end up with a Classic Coke. Furthermore, the branding for Diet-Coke and Coke Zero were doing fine on their own, hopefully Coke will not continue to roll out this branding globally.

 

A Few Examples of Brilliant Coca Cola Commercials

Coca-Cola has shown many times in the past that Coke is intrinsically linked to happiness.

Coca-Cola has been trying some new forms of advertising though as of recent. Such as joining the superhero phase:

Or how Coke can bring families together:

Whether Coca-Cola’s advertising and marketing tactics will result in increased sales amidst obesity and health-awareness campaigns has yet to be seen. However,  at the very least marketers can certainly learn a lot about launching a campaign and rebranding from Coca-Cola.

 

James Mello
James is the Lead Author & Editor Product2Market of Blog. James writes for the Product2Market blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Product Marketing.
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