Dive Brief:
- In an effort to sell more of its flagship beverage, Coca-Cola has started a marketing campaign featuring the soda accompanying a wide range of meals, not just the fast food and pizza it’s normally associated with, the AP said.
- The soda giant is hoping to update the drink's image among those in their 20s and 30s who may only think of pairing soda with less than healthy options.
- The campaign has been utilized in TV ads, and it’s been reported that popular foodie bloggers have been paid to post photos of Coke with healthy dishes. Additionally, a piece of Coke-sponsored content that stated, “It’s an Amateur Move to Limit Coca-Cola to Fast-Food” appeared on Vox Media sites.
Dive Insight:
For years, marketers and PR companies have been spamming bloggers with news and products in hopes that they will write about the product and bring it to the attention of their thousands upon thousands of followers. While this trend was more used by little companies and new products, Coke is tapping into this same kind of grassroots effort, and is using the power of social media stars for promotion.
It’s not really a new approach for the company. Last year the company paid nutritionists to talk about the healthy benefits of soda. The reports made their way to several national media outlets, and each expert pushed a sample-size of Coke or small soda as a snack idea. The company also paid dietitians to tweet against soda taxes.
Beverage Digest said that U.S. sales volume for regular Coke is down 14% over the past decade, while Diet Coke is down 29% in the same time period. Considering Coke is facing increased competition in the beverage aisle, reaching out to social media-minded millennials makes perfect sense.