Coke & Marketing are in a Relationship: And it’s Complicated.

If there was ever a brand that knew how to create publicity and bask smugly in it, it’s Coke. Soon after delivering free cans to guest workers in Singapore via camera drones and opening phone booths that work using plastic bottle caps, to enable laborers in the UAE to make 3 minute calls to their homes, Coke has progressed from ‘opening happiness’ to ‘opening friendships’. In its latest marketing stunt, Coke’s bottles come with a new twist: the cap should be fitted with that of a second bottle and twisted to be opened. In what is expected to be a ‘twisted’ ice-breaking session for college freshmen, whose campus has a stack of the special bottles, Coke hopes the campaign will embody its brand promise of happiness and sharing. Coke’s ‘feel good’ efforts towards workers was criticized as crass marketing by many who felt that the hard work of these people was overshadowed by the brand’s apparent concern for their well-being. Also, the campaign in the UAE required actual purchase of the product by these poor workers, for the phone booths to be of use to them. While the latest campaign appears to be in good faith, it remains to be seen if it will call for some accounts of social awkwardness. In spite of criticisms, it must be acknowledged that Coke does a very good job of getting noticed. Over the past month, news feeds on social networking sites were flooded with posts and reposts of Coke’s latest antics as people from all walks caught up to it. Coca Cola is the Talk of the Town and to anybody who is planning on breaking the trend, all’s not fair in this Coke-studded war!.