One of the interesting explorations of this concept that I highlighted in A Strategy For Strategy: Part Two was Google’s Project Re: Brief, and in particular the re-imagining of Coca-Cola’s Hilltop spot from 1971.
What I loved about this idea was that it took a creative concept, and made it tangible for today's consumer - in other words, it shows how a brand can leverage a strong fundamental insight across time and across media and ultimately bring it to life in a consumer facing experience.
But that was over a year ago.
But then, a couple of weeks back, the magical sharing machine popped back into action - in the region where I probably least expected to see it!
One of the challenges that I have seen brands face when trying to leverage a universal global creative platform is that they can struggle to find way to make these ideas meaningful in markets where they are perhaps less developed - places where foundational product messaging is sometimes needed to help drive brand familiarity. This can be even more challenging when a brand's platform or idea is based on a universal (human) truth rather than a specific product insight.
To the best of my knowledge, Coke has traditionally not dominated the cola market in India. All because of this little finger.
When Coke abandoned operations in India in the 70's Thums Up launched, and quickly gains a near monopolistic share in the region until the 90's when Pepsi entered the market after deregulation.
To this day it is still a dominate brand - despite being sold to Coca-Cola 1993.
Its because of these brand / market dynamics that I was so surprised to see the sharing machine being brought to India - and in such an amazing way!
By allowing consumers to interact with the machine and come together across this controversial boundary, Coke not only brought the 'open happiness' idea to life in one of its less developed markets, but did it did so through a unique consumer-centric experience that helped connect the brand with its core global positioning. A true example of how a brand can leverage a universal human truth and authentically execute across markets.
Brilliant.
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