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Coca-Cola seeks to connect with young customers

时间:2013-07-13 08:28 来源:北纬森教育

Coca-Cola seeks to connect with young customersThe world's largest beverage company, the Coca-Cola Co, has launched a series of marketing campaigns in order to meet thedemand of the younger Chinese generations.Last month, the soft drink giant announced its introduction of "nickname bottles", a set of eye-catching bottles withinnovative labels.The nickname bottles bear the marks of the social media generations, and the first batch of bottle designs pick ups onmore than 20 buzzwords or phrases, including "Sweetie", "Best Buddy", "Stylish Man" and "Happy-Go-Lucky".Last year, Coca-Cola also launched its 300-ml mini-packs, as research showed that usually, its Chinese consumers can drink300 ml at one time. The mini-pack is also very convenient for people to put in their pockets and keep their hands free."Speaking to our consumers in their language will help the brand establish a strong bond with consumers. It enablesconsumers to relate nicknames on the bottles with their friends and loved ones and makes sharing a coke actually fun,"said Coca-Cola's Integrated Marketing Communications Senior Director Stephen Drummond.In addition to innovative marketing strategies, the Fanta and Sprite maker is also dedicated to water conservation.Coca-Cola China, China's Wetland Conservation and the Management Center of the State Forestry Administration and WorldWildlife Fund recently announced a water conservation project involving the Yangtze River, which accounts for 34 percentof the fresh water resources of China.The "Yangtze Water+" project, which will run through 2020, will go beyond fresh water conservation and the experienceaccumulated in the first phase of the partnership in the Yangtze River Basin, to tackle all the forces that affect freshwater to achieve greater scale and impact.The project will focus on three key components: freshwater conservation, the value chain and valuing nature."At Coca-Cola, we are deeply committed to work with partners to address our collective environmental challenges andresponsibly manage the planet's resources," said Ahmet C. Bozer, president of Coca-Cola International."This is part of our endeavor to seek solutions that seek a balance between economic development and environmentalprotection, and eventually grow with China to build a more beautiful homeland and green future.""The wetlands in China maintain 2.7 trillion tons of fresh water, accounting for 96 percent of available freshwaterresources in China. Effective protection of wetlands not only has great environmental benefits but significant economicbenefits as well," said Li Lifeng, freshwater program director at WWF International."Collaboration among the government, civil society organizations and communities will not only help business to expandsustainability but also amplify the impact of the engagement."Since 2007, the Atlanta-based company has been working with the WWF to conserve seven of the world's most importantfreshwater basins, including the Yangtze.In the past seven years, Coca-Cola has invested more than $10 million in China's partnership project focusing on waterconservation, sustainable agriculture and public awareness improvement. The efforts resulted in a total of 800 millionliters of clean water being replenished back to nature and the community.Since re-entering China in 1979, Coca-Cola has invested more than $5 billion in the market, including $3 billion from 2009to 2011.As of the end of March 2012, the company had established 42 plants in China.

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