In a marketing move to stir up excitement about the brand's drinks, Coca-Cola cans in Australia are changing color during summertime Down Under. With thermosensitive labels, these Coca-Cola cans and bottles change from iconic red to silver as they warm up.
This 'Coke Come Alive' campaign is geared at younger pop drinkers who are also encouraged to take pictures with these color-changing products and post them to social media. With the hashtag, "#COKEComeAlive," teens and Millennials post pictures with these products all over Twitter, extending the reach of the campaign even further.
By plastering outdoor advertisements in youth-centered areas, creating colorful high-energy commercials and hiring social media brand ambassadors, this marketing campaign perfectly utilizes all tools available to target young soft drink consumers.
Color-Changing Pop Cans
These Coca-Cola Cans Change as They Warm in the 'Coke Come Alive' Campaign
Trend Themes
1. Thermosensitive Packaging - Opportunity to develop innovative packaging that changes color based on temperature, enhancing product experience and engagement.
2. Youth-targeted Marketing - Opportunity to create targeted marketing campaigns focused on younger consumers through social media, outdoor advertising, and influencer partnerships.
3. User-generated Content Promotion - Opportunity to leverage user-generated content and social media engagement to amplify brand reach and generate excitement among the target audience.
Industry Implications
1. Beverage Packaging - Disruptive innovation opportunity in the development of thermosensitive packaging technologies for various beverage products.
2. Soft Drink Manufacturing - Disruptive innovation opportunity in tailoring marketing tactics towards younger consumers to increase brand engagement and loyalty.
3. Digital Marketing and Advertising - Disruptive innovation opportunity in leveraging social media and user-generated content to revolutionize marketing campaigns and drive brand awareness.