iCoke.cn – A long-term digital branding platform for a short-shelf-life product
Soft drink is a low involvement and low loyalty category. In a massive market like China, despite being one of the most popular brands, Coca-Cola needs to maintain its relevance with up-to-date brand experience all the time. With the digital boom that started since the late 1990s in China, harnessing this youth-oriented new marketing channel has become one of the core challenges for brands like Coke.
The key digital challenges for Coca-Cola were:
- How to develop a continuous dialog with the massive Chinese youth consumers?
- How to...