Social Media Saves Coca Cola!
February 5, 2012
Big new. From the shoot yourself in the foot department comes another reminder of “real” marketing.
Even though I am one of those unfortunate Diet Coke addicts, the recent inverted color Coca-Cola can problem was not lost on me. The white can was a collaborative project with the World Wildlife Fund to raise awareness and donations for the polar bear. The white can was taken off the market in just five weeks for various reasons: customers confused it with Diet Coke, asserted it tasted different, or were utterly offended at the change of the iconic red can.
Guess who saved the day? A search and content processing vendor, that’s who. After customers reacted on social media, Attensity analyzed the feedback. We learn more in the article, “Social Analysis: Coca-Cola’s White Can Turnaround”:
On one hand, the data clearly indicates that Coke’s white can was well liked by most, indicating clever marketing by Coke to create Buzz around an extremely familiar product. On the other hand, there was just enough real negative sentiment towards the white can to justify a swift reaction to avoid the issue escalating any further, especially in light of the social media feedback on announcements from companies like Bank of America and Netflix.
Never mind that the overall purpose of the campaign was lost in the hoopla surrounding the can color, we wonder about the marketing intelligence behind this move. Our question: Why wasn’t appropriate research done prior to the misstep? A Coca Cola tradition, perhaps?
Search vendors rank right up there with Coca Cola. Who can forget the Google and the Muppets? Google Plus to the rescue?
Andrea Hayden, February 5, 2012
Sponsored by Pandia.com
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