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Coke Zero is a zero-calorie, zero-sugar drink, with the same taste as regular Coke. Many people were misinformed about its flavor and thought it tasted like a diet cola. To fix this, Coca Cola started a sampling campaign using technology and social media to engage its consumers.
Traditional marketing of Coke Zero used to promote how it tastes, but this ‘Drinkable Ad’ is digitally focused and uses ‘Sensory Marketing’ strategies to focus on how the drink sounds to get more people to try the drink.
So What Is ‘Sensory Marketing’ ?
Sensory Marketing is a marketing strategy that emphasizes on engaging the five senses of an individual ( Visual, Hearing, Smell, Taste and Touch), it is to be seen as a way to satisfy the customers mind and heart in marketing strategy and tactics.
The Coke Zero ad uses three senses namely visual, hearing and taste to engage its consumers.
Do we actually pay attention to ads ? While watching a movie or series on TV we usually switch the channel during the breaks. We are not interested in watching commercials, maybe because we have seen the same commercial too many times or maybe we are not interested in those products. But Coke Zero tried something different.
The Coke Zero drinkable ad creates the illusion that you can actually taste the campaign. Coke Zero collaborated with shazam, helping the audience enjoy a Coke Zero with the help of technology. By shazaming the ‘Ad’ viewers see Coke Zero pouring in the screens of their phone, filling a glass, which ends up into an actual free Coke Zero that can be redeemed at stores. The ads on the radio could also be shazamed for a free coke. This increased engagement with the TV and radio ads.
Use of Social Media
The consumers also used twitter to receive their free Coke Zero coupon. All they had to do was re-tweet the sound of a Coke Zero being poured and they received their coupon.
Coke Zero also used ads in magazines which became cups and flyers that became straws, both of these could be redeemed for a Coke Zero .
According to Coca-Cola, 85% of millennials have not tried Coke Zero but, nearly 50% of those who try it go on to become monthly drinkers.
The consumers were given the freedom to choose the way in which they wanted to try Coke Zero. They could use the ads on TV or radio or even twitter. They could even use the ads in magazines, flyers and digital posters to get their free Coke Zero . This allowed the consumers to be engaged with the product in different ways, giving them a new experience each time.
Some Interesting Facts
70% of consumers believe that emotions account for 50% of their purchasing. 82% believe that the event is the experiential form of communication most likely lead to the purchase. 66% said that experiential marketing positively affects their opinion on the brand. 9 out of 10 consumers believe that testing the product through experience is the best way to get information on the brand. 8 out of 10 consumers who have experienced positive consumption have talked about the brand.
Instead of looking at a products attributes and features, people now look at the product as an experience. They want to reach self-fulfillment through different products show their lifestyle, and express their uniqueness. The consumers attraction to a firm might therefore be greater for firms seeking ”Mind and Heart Share” rather than traditional market share.
Iacobucci,D 2013 Marketing Management (MM4), Student Edition, South-Western, Cengage Learning, Mason, Ohio
Hulten,B,Broweus,N,Dijk,M 2009, Sensory Marketing, Palgrave Macmillas, UK
Swant, Marty, 2015, Coke Zero’s ‘Drinkable Advertising’ Push Looks To Get Millennials Sampling, Adweek, p1-1, Retrieved 26 July 2016, MasterFILE Premier