Tuesday, September 24, 2013

Coca-Cola's Marketing Wisdom Through Internal "Content 2020" Videos

Coca-Cola has released the videos which lay out their branding, marketing, and growth strategy between now and the year 2020.  Starting with the premise of doubling the brand's sales by 2020, the two videos, which total about 18 minutes, present an entire college course worth of marketing and branding in a simple, comic-style animated form. Content Marketing Institute says that with this mission statement, Coca-Cola is "betting the farm on content marketing". 

The company admits that to meet their sales growth goals, Coke needs to move from a position of creative excellence to a leadership in content excellence.  And to meet that goal, they have to create the world's most compelling content, and quit relying on 30-second television spots as the central media for their brand.

Hunter Communications Original News Source:
Content Marketing Institute

Link to article:

Excerpt: "If you’ve ever seen the movie Jerry McGuire, you remember the blue mission statement. This is the moment in the movie when Jerry McGuire (played by Tom Cruise) wakes up in a cold sweat and writes, what he believes, to be the future direction for his sports agency.

Well, Coca-Cola’s marketing mission statement is Content 2020, a content marketing brainchild of Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, who recently stated that:  'All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.'

I spent the better part of an hour reviewing the two videos below, and I encourage all marketing professionals (both client and agency side) to set aside 20 minutes to review these two short videos (video one is seven minutes, video two is 10 minutes). It’s that important. Why Is Content 2020 So Important?

Content 2020 feels more like an internal video prepared especially for the Coca-Cola marketing team, laying out their strategic vision for the future. Overall, it’s the strategy that Coca-Cola’s marketing future rest on the ideals of content marketing."


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