Coke is embarking on an innovative marketing project called M5. This kind of ‘never -before’ seen marketing by this iconic brand includes collectible packaging, music, videos etc. A slew of breakthrough films (which Coke calls ‘brand optimism’) is being creatively interpreted by leading new-media and design houses.
Quite interesting, that a leading iconic brand like Coke is talking of a completely new language of marketing. Increasingly, I expect brands having to do ‘different’, ‘ entertaining’ and ‘interesting’ communication using a variety of media to ‘engage’ with customers. No more is a 30 sec TVC building the buzz as it used to. The new consumer wants to get involved, collaborate and interact with brands.
We will see more of these in the future.