隐姓埋名――可口可乐营销新的策略.docVIP

隐姓埋名――可口可乐营销新的策略 　　相比起单纯的商品推销,当下营销更注重“产品文化”的推销,因为文化渗透所产生的效力更持久,精明的商家深谙此理。“畅爽开怀”,这是可口可乐公司在营销策略上开辟的一条新路――对自己的品牌只字不提,而是通过音乐将自己的“产品文化”广而“播”之。当你哼着那些琅琅上口的小调时,那应该是商家高兴的时候了,因为这就是“产品文化”的力量所在。 　　――Mac 　　 　　Commercials for Coca-Cola are sometimes so shrouded by storytelling that viewers can make a game of brand-spotting. The game―let’s call it “Spot the Coke Can”―takes a particularly long time during the cinematic spots in movie theaters. 　　In the global advertising campaign called Open Happiness that was introduced in January, the Coca Cola Company takes the game to a logical last step by 1)omitting any reference to the brand in a 2)catchy song it created and sold last winter. 　　With the title Open Happiness, the song is an advertisement by association. 　　Coca-Cola signed a crew of well-known band members and performers to record the single. It also produced several different language versions for other countries. 　　On Thursday morning, the song will take another promotional step forward when 3)MTV is expected to show the 4)premiere of the music video for Open Happiness. Coca-Cola said it did not pay MTV for the showing. 　　As is the case with the song, viewers of the video will be hard-pressed to spot the Coca-Cola brand. The Coke reference “is so super-fast that you really have to be looking for it,” said a Coke spokesman. 　　Umut Ozaydinli, the global music marketing manager for the Coca-Cola Company, said the 5)upbeat song pulled consumers into the Open Happiness campaign, rather than pushing it on them like traditional advertising. 　　“Coca-Cola is such a strong and magical brand that we can come out with something with no branding or very little branding,” he said in a telephone interview from Turkey on Wednesday, where the company plans to release a Turkish-language version of the song. “All the communications we are doing around the song enable consumers to connect the song with the brand.省略. The musical strategy may remind some of I’d Like to Teach the World