Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Monday, February 27, 2006

Coke Attempting to Redefine Liquids

It appears that Coca-Cola is attempting to change public perception about its soft drinks. If you've followed discussions about soft drinks, you may recall that caffeinated beverages, such as Coke and Diet Coke, have been getting a bad rap. Many fitness and wellness publications have been saying that such beverages do not help to keep the body properly hydrated. There has also been, historically, a great deal of other criticism about the poor nutritional or wellness properties of soft drinks.

In response to these circumstances, Coca-Cola Corporation has launched The Beverage Institute. Here's the link to the Web site and an excerpt from the homepage copy:

Thirst is your body's way of telling you it needs fluids. But it can't tell you what to drink. That's up to you.

Some beverages simply satisfy your natural taste for sweetness. Some have calories. Some don't. Some relax you. Some energize you. Some give you important nutrients. Some help you perform your best. And some can even help you manage health concerns like cholesterol.

That's why it's so important to understand how your beverage choice affects your overall health and wellness -- and make every drop count.

Notice the logo in the Web site banner ... similar to Coke's logo. Reminiscent of the logo, but not identical.

The site is full of content about the hydration, nutrition and health aspects of soft drinks. It appears that most of it is research-based information.

Whether you agree, or disagree, with Coke's approach in launching The Beverage Institute, marketing geniuses out there would likely agree in acknowledging the campaign's cleverness.


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