The line of collectible Coke cans is growing as the company looks to represent itself in affiliation with different causes and events through the release of limited edition packaging. Some of the most notable campaigns released by Coke include its Team USA London 2012 cans, as well its collaboration with the National Heart, Lung and Blood Institute to bring 'The Heart Truth' line.
The fact that companies are using other organizations and interests in conjunction with their brand is a testament to the evolving nature of marketing strategies. It is no longer sufficient to push the benefits of the product; rather, the emotional relationship and connectivity aspect must be cultivated in order to retain consumers. Coke does a superb job in attracting people who are not necessarily interested in its drink, but rather buy the product for the experience or feeling of inclusion into other facets of pop culture.
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From Posh Pop Packaging to Fan-Branded Bottles
Published: Jul 24, 2012