McDonald’s has rolled out a new joint outdoors promotion with Coca-Cola to promote Coke soft drinks at McDonald’s restaurants in Sweden with a healthy lifestyle twist.
For this campaign, the always creative DDB Stockholm has come up with a witty way to promote both regular and diet Coke drinks. Regular Coke was advertised to people using stairs and Coke Light to those using the escalator.
If you wanted to go for the regular Coke, where you gain 210 to 310 calories depending if you order medium or large, you are encouraged to choose the stairs to burn those calories off. But if you wanted to take the easy route with the escalator, the promotion recommends you choose Coke Light to minimize your caloric intake.
I love the idea, it’s pretty smart and gives people a motivation to use the stairs if they prefer to drink regular Coke.
Ads Targeted to Activity Levels
McDonald's & Coca-Cola Stair & Escalator Campaign
Trend Themes
1. Targeted Advertising - The use of targeted advertising based on activity levels, such as promoting regular Coke to stair users and Coke Light to escalator users, presents an opportunity for brands to personalize their messaging and increase customer engagement.
2. Health Conscious Marketing - This campaign showcases the trend of companies promoting healthier options to customers based on their activity levels, highlighting the opportunity for brands to align their marketing strategies with health-conscious consumer preferences.
3. Interactive Promotions - The McDonald's and Coca-Cola campaign demonstrates the trend of interactive promotions that encourage consumer participation, presenting opportunities for businesses to create engaging and memorable experiences for customers.
Industry Implications
1. Food and Beverage - The targeting of Coca-Cola products based on activity levels showcases the potential for the food and beverage industry to leverage personalized marketing strategies and cater to health-conscious consumers.
2. Fitness and Wellness - This campaign highlights the intersection of fitness and wellness with advertising, indicating opportunities for the fitness and wellness industry to collaborate with brands and promote healthy choices.
3. Advertising and Marketing - The use of targeted advertising in this campaign presents disruptive innovation opportunities for the advertising and marketing industry to explore new ways of reaching and engaging with consumers.