The Advertising Effect: How to Change Behaviour by Adam Ferrier & Jennifer Fleming

Author:Adam Ferrier & Jennifer Fleming [Ferrier, Adam]
Language: eng
Format: epub, mobi
Publisher: OUP Australia & New Zealand
Published: 2014-05-27T22:00:00+00:00

CAN COKE GIVE OWNERSHIP?

What’s your very first memory of Coke? What popped into your head? Was it an ad on a billboard? Perhaps you saw a bottle or can in the fridge at a milk bar or on a supermarket shelf. Or maybe you saw a TV advertisement with a see-through beach ball filled with jubilant teenagers tumbling over the ocean on a golden summer’s day. Or was it a guy jumping from a plane ‘skysurfing’ with a Coke in hand? I’d suggest that your first memory of Coke was an advertisement that built an aspirational image of the brand with evocative imagery. Coke and its advertising have been inseparable—like healthy twins growing up side by side. Coke provides the classic example of a brand adopting the ‘mass marketing’ model: mass production, followed by mass distribution (‘Always be within arm’s reach of desire’ was the unofficial Coke motto at one time), supported by mass advertising.

However, this strategy was slowly losing traction. No matter what Coke said, its beautiful and expensive ads weren’t influencing consumer behaviour. The brand and the consumer were becoming disconnected. No amount of talking at the consumer was going to change their mind. What could Coke tell them that they didn’t already know? It was time for a new strategy. In 2011 advertising agency Ogilvy (founded by advertising legend David Ogilvy) and Naked Communications collaborated on a campaign. We suggested that Coke needed to stop talking ‘at’ people and instead give them ownership of the brand.

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