It’s amazing to see how Coca Cola is picking up meaningful consumer insights and turning them into full fledged campaigns. I’ll call it smart marketing because these small things are helping the brand to establish strong bonds with its consumers at large. Even the audiences viewing these happiness videos will eventually develop a soft corner for Coca Cola, entirely based on the respect they have for human values. This small campaign focuses on Coca Cola giveaways that are based on the insight of “youngsters phone battery running out.” Coke gave out branded charger extensions to prolong smart phone battery lives knowing that phones are a major need for their audience. A very simple concept but amplified quite well blending it with the brand strategy.

Coca Cola has been very innovative in reviving the vending machine culture with fun and engaging campaigns in recent years. The number one cola’s small world vending machine, as they call it, broke the barriers between India & Pakistan in March 2013; two nations that have been at each others necks since over 65 years. It’s a live video version of chatting to an unknown random person, and make a friend in the opposite country through a video vending machine. A ‘feel good concept’ that highlights that common people don’t want to be any part of the war that the media and government lays on them. The more important question for me is, will this vending machine fever ever going to stop?