Coca-Cola: Carry Out Art Marketing To The End

How do we link the new generation with Coca-Cola's old brand drink?

A marketing plan called M5 is creating Coca-Cola's brand new experience.

"The new generation is growing up with the Internet and has a very different view of life," said RudoBotha, a director of RexTennantMcKay company in Johannesburg. "They no longer have contact with Coca-Cola, but M5 will bring the new brand image to the new location."

At least in 1960s, AndyWarhol (editor's note: Pop Art Master) had stained Coca-Cola's curved bottle into silver.

Now, Coca-Cola is trying to recreate scenes such as KeithHaring's ingenious combination of its brand and pop culture.

Its marketing plan is code M5.

The M5 name refers to the "five Exceptional Companies". It is the five design studio designated by Coca Cola Co based on Atlanta and widely distributed on continents and as new media. They will deduce the optimism of Coca-Cola brand through a series of short films and a breakthrough bottle design.

With the help of EbelingGroup, Coca-Cola has recruited different design studios from five continents, including Sheffield DesignersRepublic of UK, MK12 of KansasCity of Missouri, Lobo of Brazil SaoPaulo, Caviar of Japan and RexTennantMcKay of Johannesburg, South Africa.

"Coca-Cola has deviated from the art world", and marketers want to make it "return to the essence of art," says Ebeling, an executive.

"Not just packaging," a spokesman for Coca-Cola said. "It's an experimental concept."

The company's plans are still not fixed, at least for the time being.

As for how to introduce Coca-Cola to the X generation, the Y generation and even more new generations, there are few rules and many discussions. How can we build a collection of external packaging, Video and music for today's fashion club members?

Coca-Cola and its designers bear the responsibility of creating a "symbolic experience".

Video short films and how to put music are still in the air. But one thing is clear: there is not much direct brand marketing.

Trailers for advertising campaigns can be viewed online and avoid soft drinks.

This project is so erratic that even those who are familiar with the inside of Coca-Cola can't be sure what will happen.

In May, when the project first appeared in the executive meetings of the top one hundred markets in Buenos Aires, Argentina, the participants disagreed.

Including the new marketing manager, MaryMinnick.

"For Coca-Cola, this is an incredible project."

Lobo creative director and partner MateusSantos Tan said.