The Cocoa-Cola brand has succeeded in experiential marketing approaches before, and its newest Christmas product sampling tour will achieve similar success. Coca-Cola’s promotional roadshow is an intuitive brand promotion scheme aimed at Christmas buyers. Twinkling Coca-Cola trucks will traverse the UK in a grand launch, revealing one of the brand’s largest pushes since their 1995 television release.
Discounted Drinks and Sampling
Coca-Cola’s experiential marketing access point begins with its discounted “drinks on delivery.” The roaming Coca-Cola road tour imbues the brand’s magical touch, offering great options at all-time low prices.
Similarly impactful is Coca-Cola’s decision to promote its newest drink additions as samples. Relative to the Red Bull way of doing things—with beachside promotions, roadside distribution channels and rolling sample-vans—Coca-Cola’s designer outreach program is incredibly telling. Soft drink marketing achieves great response when tied to active marketing efforts, and Coca-Cola’s roadshow, visiting 46 locations, will offer a multitude of branding opportunities.
The Coca-Cola Image
Coca-Cola’s Christmas marketing movement also imbues the Coca-Cola scene with festive music, photoshoots and public invitations. The Coca-Cola name is tied to responsibility, and its adherence to its 12-years-or-younger policy requires adult supervision. In the past, Coca-Cola’s Coke Zero and Diet Coke were featured in featured Christmas events. Active against excessive consumption, Coca-Cola has signed a pledge within the Advertising Association to fight unsuitable consumption cues.
Coca-Cola represents itself on community levels, franchising horizontally across various cities. Where experimental marketing efforts are concerned, most consider Coca-Cola’s community impact successful. Coca-Cola’s product development, placement and distribution doesn’t define the brand’s borders. Rather, they act as framing points for its community outreach efforts.
In its current form, Coca-Cola’s Atlanta bottling facility is a massive source of marketing resources. Atlanta’s Coca-Cola representatives power the area’s distribution channels, engaging consumers on levels similar to those featured in the Christmas tour.
Global Outreach
Coca-Cola’s on-the-road promotion enhances its global outreach, too. Coca-Cola is famous for extending its product to remote and developing countries, creating demand while benefiting faraway communities. Coca-Cola, as a provider, features events similar to its Christmastime road tour to target the world’s corners. Recently, a Business Action for Africa Event garnered support from Coca-Cola Africa Foundation’s own William Asiko, who gained attention for his Democratic Republic of the Congo Coca-Cola outreach efforts.
Coca-Cola, while still developing a brand presence in such areas, still carries quite a bit of inertia. As the brand develops its strategies, marketing efforts and experimental outreach programs, it gains quite a bit of popularity. The Coca-Cola name is a classic one, and it’s entirely deserving of cross-country support during global outreach efforts. The Christmas roadside tour features mobility as an asset, empowering communities—small and large—with a top-quality brand on wheels.
Coca-Cola’s “liquid only” wholesale price stays constant, too, offering timeless accessibility for brand consumers expecting stability and continual distribution. Coca-Cola’s owners can be credited with much, engaging marketing from both manual and automatic angles. Coca-Cola, for good reason, is one of the world’s best event and experimental marketers.
