Coca Cola on Facebook

The Coca-Cola
Company
Invented by a Georgia pharmacist in 1886






By 2010
More than 3000 products
Under 500 brand names
206 countries
By 2011
Carbonated and non-carbonated
beverages (Diet versions included)
Bottled water
Juice
The Coca-Cola
Company
The challenge explained by the senior vice president of integrated
marketing communications, Wendy Clark, was to scale globally
while being locally relevant.
Early efforts relied on:
Developing the best content for broadcast media
Iconic imagery
Tight creative development
Soon realized it is not the whole answer to brand identity building
Online media landscape evolved
Diet Coke and
Mentos

June 2006, Stephen Voltz and Fritz Grobe posted a video on their
website containing experiments of of diet coke and mentos
Video became viral receiving 2 million views in nine days
Duo became famous and Mentos received $10 million worth of
publicity
Cokes initial response was cautious
A new content strategy by coke invited people to post videos on
corporate website in response to cokes challenges

Diet Coke and
Mentos

Donelly formed partnership with the duo and went to google
video to launch a sequel to the geyser series capturing a chain
reaction
The video was known as The Extreme Diet Coke and Mentos
Experiments: The Domino effect
Sales and traffic on site increased significantly
The duo continued to make videos and won Guinness World
Records