Putting some fizz into drinks marketing

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 4

Choueke M.Marketing Week (UK), 1 October 2009, Start page: 24 No. of pages: 2

Purpose – Outlines Coca-Cola’s view of how modern sponsorships should work. Findings – The FIFA World Cup trophy’s corporate partner, Coca-Cola, is hoping to make the impact from its sponsorship of a tour of 86 countries to promote the 2010 tournament in South Africa travel even further. Explains that Coca-Cola is increasingly going for content management,some being consumer generated, some bought and others created by the company,with the aim of flexing that content out over different digital endpoints. Reports that it has already had some success with interactive marketing in the UK and USA through its two online portals which encourage consumers to gather points attached to purchases that are then swapped for a range of content experiences and prizes. Reveals that Coca-Cola plans to match its media to the needs of the market and consumer in its sights, adding that sponsorship not only encourages sales, but is also a great hospitality tool, a consumer engagement tool, a tool for building a consumer database or for PR or sustainability. Comments that the World Cup sponsorship will be used to develop Coca-Cola’s still beverages in South Africa and that retaining a level of local autonomy and involvement will remain important despite the drive for global consistency. Originality/value – Notes that Coca-Cola’s sights are set on creating global brands for local communities.Article type: ViewpointISSN:0141-9285Reference: 38AZ137

Keywords: Coca-Cola, Marketing strategy, Sponsorship