Tag Coke

Coke and a Smile!

In late 2010, Coca Cola released their ‘Content 2020′ plan… and communicated their strategy though the use of an interesting set of videos.   I have watched the videos too many times to mention – I am a bit spellbound.   I keep coming back for a couple of reasons:

  • The strategy is compelling… the shifts make sense and are brilliantly-explained in a building logic that Barbara Minto would be proud of!
  • Coke’s use of RSA Animate to illustrate their strategy is brilliant – it actually is a great representation of the company’s strategy of ‘creating content so contagious, that it can’t be controlled’… exactly what these videos are…

They have divided the brand communication strategy up into logical chapters:

  1. Liquid and Linked Content Development
  2. The Case for Change
  3. The Evolution of Storytelling
  4. Baking ‘Live Positively’ into Storytelling
  5. From Insights to Provocations – the creative brief = Bigger Thinking
  6. Developing Liquid Content
  7. Investment Principles for Liquid Content
  8. Researching Liquid Content
  9. Applying the Dollar Multiplier to the Iterative Production Process
  10. Summary…

Check out the videos below – I think you might dig them…

Here is video – Part 1

Here is video – Part 2: