Q2: - Why change? Which aspect of creativity is not working anymore?

Which are still

working?
Ans: - There is an immediate need for change because of the following reasons
 The company needs to double the size of their business and increase their sales as
well as profits
 The company has observed that creative consumer generated stories outnumber the
stories that are generated by Coca-Cola for majority of the company’s brands.
 Distribution of technology: -
 Greater connectivity due to increase in the number of electronic devices as
well adoption of internet
 Modern day consumers are more empowered, due to adoption of technology
 There is a new concept of on demand culture where consumers can demand a
product during any time of the day.
 Change is required to develop a deeper and emotional connection with the consumers
through storytelling and because technology can now enable brilliant creativity.

m
er as
co
eH w
Aspects of creativity which are not working anymore are the 30 second TV commercials.

o.
These advertisements are just a chapter of the idea that the company wants to portray but not
rs e
the whole idea. Another problem in using this aspect of creativity is that in the present time
ou urc
there is a need for liquid content, which is adaptable and continuous, whereas these 30 second
TV commercials solidifies the content at an early stage.
o

For a creative aspect to work, the company requires the content to be liquid, this means that
aC s

many stories are told separately become one unified story as they are expressed through
v i y re

connections. The company wants to create content that is of substance and matter for brand
engagement. For this the liquid content needs to be collaborative, adaptive and continuous.
Thus, the aspects which are working in the favour of the brands marketing objective are: -
ed d

 Working directly with creative talent

ar stu

 Working with brand fans

 New creative industry collaborations, e.g.: - Coke studio
 Collaborating with Rockstar single agencies
sh is

All these aspects will enable the company to create customer generated stories and to develop
Th

new liquid content , that will in the long run become a unified story for the brand.

Q3. Why does creativity in advertising matter so much to Coca Cola?

The Coca-cola company recognizes the effectiveness and relevance of creative advertising is
diminishing. So The coca-cola company designs a creative based marketing strategy to drive
consumer conversations, inspire purchased and company’s brand value.
To break through clutter and make an impression on the target audience an ad must often be
unique and entertaining.

This study source was downloaded by 100000828821493 from CourseHero.com on 09-06-2021 11:31:30 GMT -05:00

https://www.coursehero.com/file/62299293/coca-cola-q2docx/
 Consumer generated stories outnumbered coca-cola generated stories.
Reconsideration is needed- Unlike apparel brands like Nike or Puma, a coca-cola bottle
largely remains the same,the liquid is same as well as its packaging. The only thing they can
change is the method and means of communication. They have to be creative in
advertisements as well as outside of the product itself.
Creativity travels- Ideas needs to be travel like liquid to all the consumers,irrespective of
culture,geography. The big fat fertile ideas are at the centre of Coke’s 2020 vision,informed
by business data,internal and external collaboratives.
Emotional connect with consumers-Recently they have realized marketing strategies has
worked well on them for decades and now they have decided to move from “creative
excellence” to “content excellence”.Content is now key to marketing in the 21st century web.
Content says that creation of stories that are to be expressed through every relevant
connection. Content for coca-cola is now the “matter” and “substance” of “brand
engagement” and “conversations”.

m
er as
Liquid content- elements of content move freely but do not become separated. Their stories

co
eH w
must be connected-

o.
1. Inspire participation-rs e
ou urc
2. Connect creative minds

3. Share the results

o

4. Continue development
aC s
v i y re

5. Measure success.

Genuine consumer collaboration model- There is a need to move from direct marketing to
consumer collaboration model and create buzz and to adopt more iterative approach for
ed d

content marketing.
ar stu

To look for new possibilities- to follow new trends and develop new ideas like coke zero.
World has moved from the 30 seconds TV ad,learning to fuel conversation with consumers
sh is

,act,interact and react.

Th

Engagement with customers fresh and relevant- All the advertisers need lot more content
to engage customers freshly with the ads because of the 24/7 connectivity.
Customer feedback- to shape creativity customer feedback is necessary and no longer relies
on traditional ideas.
The big fat creative brief- Creative ads would help to move from insights to provocation to
consumers. Insights lead to have led to small incremental thinking, whereas provocations
would probably lead to bigger transformational actions
Move on to dynamic story telling- One way story telling to dynamic storytelling. Story
telling is at the heart of all families, communities and culture. Coca-cola company has
excelled in this for over 25years.

This study source was downloaded by 100000828821493 from CourseHero.com on 09-06-2021 11:31:30 GMT -05:00

https://www.coursehero.com/file/62299293/coca-cola-q2docx/
 Coca-cola has come to realization that to double the size of their business they need to move
from “one way story telling” to “dynamic story telling” It means to evolve the story
interactions and conversation is needed with consumers.This approach is very engage able
and spreadable. Engagement in online conversation is important
Consumer generated stories outnumbered coca-cola generated stories. Creative ideas are not
born of one person, they born of provocations and consumer insights a process that drives
that big,fat fertile creative brief.

m
er as
co
eH w
o.
rs e
ou urc
o
aC s
v i y re
ed d
ar stu
sh is
Th

This study source was downloaded by 100000828821493 from CourseHero.com on 09-06-2021 11:31:30 GMT -05:00

https://www.coursehero.com/file/62299293/coca-cola-q2docx/
Powered by TCPDF (www.tcpdf.org)