Coca Cola has been part of popular culture for over 100 years and has been called

a Vision
Brand .

Its marketing and communication is purposeful and connects with its audience in a way that
makes it stand out from its competitors.

its mission is not about selling products but to create significant positive change in the world that
makes the world a better place.

Coca Colas mission statement

To refresh the world

To inspire moments of optimism and happiness

To create value and make a difference

Recently they have realised that their marketing strategy that has worked well for them for
decades needed to evolve and as such they are moving from Creative Excellence to Content
Excellence

Creative excellence has always been at the heart of Coca Colas advertising and they have
decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the Matter and Substance of Brand Engagement

So what can we learn from Coca Colas new marketing strategy?

Lesson 1: Create Liquid Content

The purpose of content excellence is to create Ideas so contagious that they cannot be
controlled this is what is called liquid content.

On a social web people can easily share ideas, videos and photos on social networks such
Facebook.

So create content that begs to be shared whether that be an image, a video or an article.

Lesson 2: Ensure your Content is Linked

The next part of the equation is to ensure that these ideas create content that is innately relevant
to

The business objectives of your company

 The brand

Your customer interests

This is Linked content. Content that is relevant and connected to the companies goals and
brand.

Ensure that the content communicates your message that is congruent with your mission and
values.

Lesson 3: Create Conversations

Coca Cola has realised that the consumer creates more stories and ideas than they do so the goal
is provoke conversations and then Act and React to those conversations 365 days of the year.

The new Distribution Technologies of Twitter, YouTube and Facebook provide greater
connectivity and consumer empowerment than ever before.

Dont just publish but interact with your audience and tribe.

Lesson 3. Move onto Dynamic Story Telling

On traditional media in the past, story telling was static and a one way street. Television and
newspapers shouted at you with no means of interaction.

Coca Cola has come the realisation that to grow their business on the social web they need to
move on from One Way Story Telling to Dynamic Story Telling

This means you need to allow the story to evolve as you interact and converse with your
customers. You need to converse with your customers in many media formats and social
networks.

Storytelling has moved on from static and synchronous to multifaceted, engaged and spreadable.

Lesson 5: Be Brave and Creative with Your Content

Creation
Part of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to
creating Liquid content .

70% of your content should be low risk. It pays the rent and is your bread and butter
marketing (should be easy to do and only consumes 50% of your time)
 20% of your content creation should innovate off what works.(25% of your time is
consumed)

10% of your content marketing is high risk ideas that will be tomorrows 70% or 20%.
be prepared to fail(high risk)

This provides a blueprint regarding moving on from just developing white papers, to trying some
content that is more visual, courageous and engaging in web world that has embraced
multimedia and interactive content.

The 30 Second TV Ad is no Longer King

Coca Cola has come to the conclusion that the world has moved on from the 30 second TV ad.
So has the the Old Spice brand and many other businesses who are embracing social media as
part of their marketing strategy.

We need to move towards a genuine consumer collaboration model that builds buzz and adopts a
more iterative approach to content creation.

Learning how to fuel the conversations, act and interact has never been more important.

Consumers ideas, creativity and conversations have been set free with the evolution of social
networks, learning to leverage and wrangle those conversations to increase your brand visibility
is now a vital part of your marketing.

Why Is Content 2020 So Important?

Content 2020 feels more like an internal video prepared especially for the Coca-Cola marketing
team, laying out their strategic vision for the future. Overall, its the strategy that Coca-Colas
marketing future rest on the ideals of content marketing.

Coca-Cola needs to move from creative excellence to content excellence,

They need to develop content that makes a commitment to making the world a better
place and to develop value and significance in peoples liveswhile at the same time
driving business objectives for Coca-Cola, and

Through the stories they tell, to provoke conversations and earn a disproportionate
share of popular culture.
Coke campaign 2020

Marking a significant shift in its marketing strategy, Coca-Cola today announced that for the first
time, all Coke Trademark brands will be united in one global creative campaign: Taste the
Feeling.

Chief Marketing Officer Marcos de Quinto, who unveiled the one brand approach at a media
event in Paris, said the strategy extends the equity and iconic appeal of the worlds No. 1
beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. It also
underscores the companys commitment to choice, offering consumers whichever Coca-Cola
suits their taste, lifestyle and diet with or without calories, with or without caffeine.