A brand with its foot firmly in history, Coca-Cola is a name known around the world. In the physical world, Coca-Cola bottles can be seen in over 200 countries with the words "Coca-Cola" transliterated in many worldwide languages. Its iconic red and white packaging is inseparable from the brand. With the digital world ever-evolving, this brand must be willing to adapt and change, as necessary, to maintain its strong footing in the market.
In 2013, Coca-Cola established the "Small World Machine" Initiative, a movement to create peace in countries with Coca-Cola. The machines were first used in India and Pakistan, two countries with deeply ingrained conflict. The goal was that, through screens and cameras on the machines, the people in the two countries would create experiences through Coca-Cola and peace and happiness could be shared over a Coca-Cola. After watching the video, I couldn't stop smiling, I must admit. As an anthropology student, it is amazing to see people bonding over such technology. Coca-Cola is adapting from a simple soda company to a brand of peace and change in the world.
The one critique that I have for this brand is that, while this and other initiatives are amazing and world-changing, they are not shared widespread. The digital branding is behind what it could be. This video was not widely shared on social media and none of the people I asked were familiar with this initiative, but after seeing it, even those who did not like Coca-Cola, for whatever reason, supported Coca-Cola and felt a desire to purchase their products to support the initiative.
For more information on the Coca-Cola "Small World Machines" visit:
http://www.coca-colacompany.com/videos/coca-cola-small-world-machines-bringing-india-pakistan-together-ytts_4voudime
In 2013, Coca-Cola established the "Small World Machine" Initiative, a movement to create peace in countries with Coca-Cola. The machines were first used in India and Pakistan, two countries with deeply ingrained conflict. The goal was that, through screens and cameras on the machines, the people in the two countries would create experiences through Coca-Cola and peace and happiness could be shared over a Coca-Cola. After watching the video, I couldn't stop smiling, I must admit. As an anthropology student, it is amazing to see people bonding over such technology. Coca-Cola is adapting from a simple soda company to a brand of peace and change in the world.
The one critique that I have for this brand is that, while this and other initiatives are amazing and world-changing, they are not shared widespread. The digital branding is behind what it could be. This video was not widely shared on social media and none of the people I asked were familiar with this initiative, but after seeing it, even those who did not like Coca-Cola, for whatever reason, supported Coca-Cola and felt a desire to purchase their products to support the initiative.
For more information on the Coca-Cola "Small World Machines" visit:
http://www.coca-colacompany.com/videos/coca-cola-small-world-machines-bringing-india-pakistan-together-ytts_4voudime