Why does creativity in advertising matter so much to Coca Cola?

Ans) Coca-Cola's success has lot of emphasis on creativity in their Ad’s. They have always
centred their ad on brand over product. Coke has always tried to create ads in which it tries to
sell “happiness” in a bottle instead of just selling a drink in the bottle. While most ads of the
other companies have tried to be risk averse, Cocoa- Cola has always been trying to
constitute creativity in advertising whereby it can break the clutter making a lasting
impression on the target audience in the form being unique and entertaining. For Coke during
planning and creation of advertisements they have tried to make point that the Ads are not
creative until it sells. Though Coco-Cola spend millions of dollar in each year in developing
Ad messages to win the hearts and minds of consumers they have realized that creative ads
which support their product is an important part of their marketing success. Coke has tried to
Build a lasting emotional connections with their consumers. They believe their competitor
brands are trying to drive a rational risk averse communication with consumers which is not
working in winning the hearts and minds of consumers. Effective communications which are
creative in nature make consumers feel, the emotional connection which help shapes an
opinion. Coca-Cola being a global brand have understood that creativity travels ie the ideas
and message should be creative enough so as to be decoded easily while travelling across
target audience irrespective of geography, economic issues and culture which transverse in
becoming the soil which are fertile for big fat ideas making it centre to the Coke’s 2020
vision. Creativity helps in looking in new forms of possibilities in Advertising. Creativity
helps coke to invest in developing and following new trends and ideas whereby rethinking
marketing that takes them a long way from the traditional TV and outdoor kind of marketing
advertisements. Creativity in advertisement has helped Cocoa-cola in creating spark’s in
brand resonance, Coke creativity in ads has always tried to create desire whereby driving
commercial success inspiring consumers to buy more coke. According to the 70/20/10
investment principles for liquid content where 70 percent are low risk content and needs less
amount of time and attention and are based on the already established content but for 20 and
10 percent principles requires creativity for brand new ideas this 20 and 10 can become
tomorrow’s 70 or 20. Coke has understood that already acquired knowledge only helps in
incremental thinking, while on the other hand provocation leading to highly creative thinking
leads to bigger transformational changes. Technology driven creative ideas are fast becoming
the cornerstone tools for great story telling thereby creating a better experience in reading,
watching, listening or co creating the stories. We can deduce from all these point that it’s a
new liquid world for Cocoa-Cola company and they have to produce new liquid idea to earn a
disproportion of share of among the popular culture which needs creativity which in turn will
help Cocoa-Cola in meeting the set goals of mission 2020.