Integrated Marketing Communications: Coca Cola - Assignment Example

Direct Marketing: Coke has been actively involved in Brand Activations and Direct Marketing to sustain its brand image of creating happiness among its consumers. As can be seen in the videos, Coke’s big idea has been to set up interactive kiosks at different locations to spread and express the idea of happiness that the brand carries (Youtube, 2010; Coca-cola.com, 2012). The main purpose of Coke conducting these activations is to spread happiness in any form.

This can be seen from the idea of Coke Happiness Machines which were installed in almost all major markets of Coke. Hence, Coke has successfully integrated its idea of giving spreading happiness through its brand activation campaigns (The Coca-Cola Company, 2009).3. Public Relations: To connect to the people, Coke revamps its packaging now and then to engage the consumers with the brand. For example, in a CSR drive to save the Polar bears, Coca-Cola revamped its packaging by adding Polar bears on the can for a specific period (The Coca-Cola Company, 2012).

Besides this, to integrate their Super Bowl campaign which included commercials featuring Polar bears, Coke aimed to reduce its emissions by switching to hybrid trucks besides introducing biodiesel technologies (exploringpublicrelations.com, 2008). However, the main theme of this campaign was to save the Polar bears and not to create happiness as per its global brand value (exploringpublicrelations.com, 2008).4. Sales Promotion: Coke has been a long-standing partner with soccer and to grab the opportunity of FIFA 2010, it gave a chance to consumers to win free tickets to FIFA through a lucky draw and even redesigned Coke Zero can to accommodate the scheme where the consumers would just need to look for the special can with a certain code which they would enter on the website www.cokezone.co.uk. They could even enter as many entries as they wished ((The Coca-Cola Company, 2009; The Coca-Cola Company, 2012). 5. Conclusion: All of Coke’s endeavors were focused on one common goal of giving people some happiness.

From its CSR initiatives which were translated onto the packaging to interactive BTL activities, the common idea behind all its brand communications is to deliver the message of happiness, hope, and inspiration. However, the Sales Promotion scheme could not be incorporated as the main idea of the same was not to spread happiness but to cash on the opportunity of FIFA 2010.