A few months ago, Coca-Cola totally revamped their digital presence approach. The decided that they were better off telling a “story” about Coca Cola (and how it impacts people’s lives) then trying to convince people to buy their product. The video below, recently released via YouTube, exemplifies just that:
The Coca-Cola Journey’s relaunch was intended to tell the Coca-Cola story. As you can see in the video above, there is product placement but it is done within the context of the story’s objective (which has nothing, at all, to do with selling a drink). But because there is an emotional connection between the viewer and the subject matter/characters within the video (who doesn’t like all of the characters that are featured, whether they are real or not), there is an emotional connection to the brand and, consequently, to the product. This is the reason storytelling is so important to marketers.
Heck, I think I’m going to go get a Coke right now…
Originally posted 2013-01-15 08:37:21.