There has been so much hype around the release of the new 007 movie Skyfall, that it's almost impossible not to notice. But of course for me, it's more about the marketing and I just have to comment on this promotion from Coca-Cola. It's been water cooler conversation for week's now, and it's been cited in many a brainstorm session as inspiration for new ideas in event marketing, viral video, and of course consumer engagement.It needs no introduction, so I'll just let the video run.
"Unlock the 007 in you, indeed!"
The interesting thing to note here is that the brand is Coke Zero and the market is Europe. Coke Zero has a much clearer positioning in those markets, targeting men and not talking about diets. It's much more about taste and performance and, by the way, zero calories. Not a "diet" to be heard.
I love the innovation and the activation ... which spreads like wildfire.
Enjoy the movie ... with a Coke Zero. What's your experience? Jim.
Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Marketing Professor, NYU
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