Everyone knows that the Coke Company is the world’s largest beverage company, with more than 500 still and sparkling brands, sold in over 200 countries. Coke is its leading brand. A brand of that size doesn’t sit back and enjoy its number one position – but keeps doing what it takes to keeps its existing customer base engaged and happy, and fuel interest among prospects.
Lesson one – complacency leads to failure.
When a brand of that magnitude decides to tap into the spectacular power of AI – everyone takes notice. Everyone expects, anticipates, and tries to predict the next move of the mammoth beverage maker. Expectations soar! And a lot of interest builds for the brand and its activities. The sense of anticipation and expectation created is potent. Interest grows exponentially – in customers, prospects, even just random by-standers. Everyone wants to know what is going to happen!
Lesson two – work to get your brand some top of mind recall.
And when they finally announce that it is a competition (who doesn’t love one!), is restricted to only 17 countries (yes! It is an exclusive thing), it lets users play with AI (all the rage right now), and some iconic visual assets (ooo toys!), everyone is hooked.
Lesson three – User engagement is pivotal to brand success.
Despite all the hype and the expectation that only a Coke with AI can possibly conjure, let us keep in mind that working with AI is still all very experimental. It could very well swing either way. So what does Coke do? It facilitates co-creation!