This brand wanted to differentiate itself from the rest of the competition's drinks and did so through its own identity. It presented itself as a product closely related to extreme sportsmen and women and thus, little by little, it began to penetrate that field.
It went from being a sponsor of athletes and championships to being the main organizer of sporting events of global interest. This led to it doubling its target audience: consumers of sports drinks and now fans of extreme sports.
It should also be mentioned that they knew how to use their advertising canada company email list resources very well. This allowed them to be present in all kinds of environments close to their public. But the focus of this advertising was always emotion , adrenaline and camaraderie . The product almost remained in the background.
Coca-cola
An excellent example of how to create an active and interactive community without much effort is what Coca-Cola did . You surely remember the popular campaign in which they placed personal names on the cans of their drinks. This had a much bigger impact than expected.
This promoted a new design for soda cans that included a wide variety of common names. In addition to this, they added phrases such as “The Coca-Cola of:” or “Share a Coca-Cola with:”.
The special edition design was accompanied by a major promotion on TV and digital media, which showed the cans as a good gift for a loved one or the protagonists of all kinds of emotional situations.
What was the result of this? Thousands of people bought the drink just to have these cans with their names on them. Everyone was looking for a specific name and even collected them. And clearly, they were also an excellent and original gift between friends of the time.
But what about people with unusual names? Coca-Cola went one step further and created live can personalization events around the world. That way, everyone could have their own can with the name or message of their choice.
This created a huge stir among consumers who felt more pleased than ever with the brand. But it also triggered a viral movement on the networks of all those who shared content related to the cans. An example of how a “simple” but well thought-out action by Branden Content can bring excellent results.
Kit Kat
Another successful case of how to boost your brand without directly involving the main product is Kit Kat. They knew how to define the characteristics of their target audience and captured them in an original and attractive way.
