Promotional Ideas

As our very first post, let’s start with an interesting case study, shall we? The idea The Coca Cola Company had of removing its “classic” tagline, one which has been around for two decades, has generated a lot of feedback, both positive and negative. Their reasons are fairly simple to understand, with the idea of appealing to a younger public in the spotlight. That’s basically what triggered their reaction: their desire to bring a more contemporary tagline to the market.

The decline of sales in the US has brought the idea to revamp and eliminate the tagline in order to bring the brand up to date. Coca Cola also added a new formula to the brand, naming it “New Coke” at one point, but the brand label did not attract a lot of consumers, so it was also dropped in 2004.
Coca Cola is the leading soda brand worldwide and has sold out about 1.7 billion cases of Coke Classic in the US in 2007, for example. This was revealed in the Beverage Digest. This only proves how well advertisement labels and promos can affect the perception of people and how well they can influence them when it comes to choosing certain products.

What The Coca Cola Company isn’t realizing is that people are starting to get smarter. Nowadays, we actually read what ingredients each product contains and it should come as no surprise that, in the future, fewer and fewer people will choose to drink something as unhealthy as sodas. Hopefully it’s a trend which can’t be reversed by a marketing campaign for a change.