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- 1. COUNTER COMMUNICATIONS SOCIAL MEDIA MARKETING BY: MAJA TELEBAK
- 7. COCA-COLA November 2011 Iconic red can became white Polar Bear Awareness Donate $3 million dollars to World Wild Life Fund
- 8. CONSUMERS SPEAK Confusion between diet coke and regular coke Consumers claim a taste difference YouTube taste test videos Tweets ‘a SHOCK to the palate’
- 9. THE RESULT White cans removed after 1 month News coverage Disruptive campaign
- 10. HISTORY IS REPEATED 1985 – New Coke recipe New Coke won blind taste tests Angry letters and phone calls Removed after 3 months Word ‘Classic’ added
- 11. LESSON 1. Don’t Mess with Coke 2. Social media works as free feedback 3. The key is to respond FAST 4. Remember the consumer 5. There’s no such thing as bad publicity
Editor's Notes
- For a long time now companies have had power as to what advertising messages you see, when you see them and in what setting you see them.
- Now consumers have so many options to share their likes and dislikesWhat’s an interesting trend about those that had accounts before on blogs and discussion sites and twitter is that before they were most likely to use alias names but now people are choosing to sign their real names. It could possibly be that before they were more hesitant and fearful of the internet while now we seem to trust it more when it comes to big names sites.
- -For the first time in 125 yearsCoca-Cola changed its iconic coke can from red to white-The campaign was meant to raise awareness for the poor conservation initiatives that were being done to take care of the polar bears-Coca-Cola would also donate 3 million dollars to world wild life fund for conservation effortsCoca-Cola celebrated the campaign by putting out special white cans of Coke, complete with cute polar bears cavorting. Only problem? People are mistaking the cans for Diet Coke (even though Diet Coke cans are silver and not white). According to the Wall Street Journal, people tweeted their disgust at the thought of drinking a Diet Coke by accident! "PEOPLE! Don't be a victim,'' wrote one consumer on Twitter, warning that mixing up Coke and Diet Coke is "a SHOCK to the palate!'', the WSJ reported.
- Coke’s spokesman said that Coke’s marketing team wanted a “disruptive” campaign to get consumers to pay attention But the change lead to confusion which is the worst kind of disruption for a brandThe first complaint was that when consumers went to buy diet coke in a hurry, many accidently purchased the white classic coke can instead. Some were outraged because of they are diabetic and can’t have sugar while others simply hated that they had bought the one with sugarThe biggest problem was that consumers felt that the white coke tasted different even though Coca-Cola claims it never changed its recipe. There are many Youtube videos that show consumers testing to see if there is a difference between the two and many at the end claim there is.Here is a homemade video found on YouTube of a consumer claiming a taste difference between the two:http://www.youtube.com/watch?v=fsFf2IMdmoA
- -The marketers claimed they wanted a disruptivecampaign to get consumers to pay attention but clearly consumers don’t want to have to think about what their purchasing when doing their weekly grocery shopping.The consumer outrage was so strong that it made the daily news in both the States and CanadaA campaign that was supposed to last 4 months was cut short after 1 month and a new red polar bear Coke can was released. But is it as effective as the white one?
- Another example is Verizon who had a 2 dollar convenience charge for allowing consumers to pay bills by mobile or online. An furious consumer wrote a blog about it complaining about the change. On her blog she started a petition and after 8 hours so many people had signed it that Verizon decided to remove the charge from all their customers and released an apology letter and thanked them for their input.