I’m sure you’ve seen it. I’m sure you’ve watched the ads. I’m sure you’ve at least heard of it! Do you know what I’m referring to now?
No, I’m not referring to Pepsi. Stop talking about Pepsi and their ridiculous advertisement to end war with Pepsi. Just stop.
I’m talking about the OTHER ad. You know the one… With the red background and the woman wearing a yellow dress. You got it now?
Let’s talk about this insane advertisement. Not once does the brand even mention it’s own name, but you still know what it’s referring to. Just by looking at the colours, red and yellow, and knowing where “that place where Coke tastes so good” even is.
Okay you must have realised what I’m talking about. Otherwise, please Google “the place where Coke tastes so good” then come back… Please come back.
With Coca Cola being such a popular soft drink, it’s intriguing how this brand has leveraged Coke and Google to boost its brand image.
So, what makes this ad so successful?
With such bad advertising and publicity lately on social media, it’s finally time for some genius marketing to happen. Let’s just say, for one, it’s great timing! This ad has come and answered all our prayers for some good advertising.
- Google “that place where Coke tastes so good”.
- Seriously do it. Then comment below what happened. Seriously, you won’t regret it. It’s just… wow. Boom. Mind blown.
- “That Place where Coke tastes so good” website
- It literally goes through all the reasons why Coke tastes the best at this place. It even points out how Pepsi made a terrible ad and that they are doing exceptionally well. I think the whole idea of getting consumers to interact by Googling something to find out more is such an amazing thing. It gets consumers who are genuinely intrigued with the advertisement talking about the brand and boosting its brand image through social media platforms.
- Their advertisements
- So, their advertisements stars Mindy Karling who talks about “that place” with delicious tasting Coke. There are three advertisements – Search It, Secret Identity, and Beverage Technician.
- They are very subtle advertisements. They go for no more than 30 seconds and tell you everything you need to know about this brand without even naming it.
- Consumers can easily tell which brand the ads are referring to, from the famous colours of red and yellow. Mindy Karling also uses her humour to talk about the brand in a different way, such as how great one part of the brand is instead of overall how great the brand is.
- Instead of boasting about how great their products are, Mindy talks about one great aspect and requests consumers use their mobile devices to “Google that place where Coke tastes so good”.
- In this way, consumers are talking about the brand in relation to Coca Cola on their own and deciding for themselves whether it’s good or bad. The company loses nothing and the ad doesn’t damage its brand image because consumers are deciding their own opinions, rather than the brand deciding for them.
4. What does this mean for advertising?
- To me, it means that bigger is not always better and simple might be best. This brand has shown us, marketers, that consumers are moving towards online and it’s important to make your company accessible on the internet. Especially, accessible online through all devices. If you’re going to put anything online, make sure that it can be accessed through all devices and that it’s displayed properly on all devices. It’s also important to let your target audience know that you’re responding to their needs, by adapting as they adapt.
So, what do you think? Do you love it? Do you hate it? I mean, I love it. I think it’s great! And super clever. But the real question is, who wants a $1 Coke from that place?