It's hard to find someone you like in a big city, let alone someone you'd want to marry -- Ryan Gosling doesn't count -- and that's why Coca-Cola decided to help out the singles in China in this cola commercial for its Coca-Cola's 'Icebreaker’ campaign.
To aid these love-searching urbanites, Coca-Cola made the bottle caps of its cokes extra tight. Afterwards, the cola drinks were placed in a dispenser at a park in Shanghai, China, which is supposedly the most romantic park in the city. The video showcased various women who bought the extra tight coke bottles and featured how they weren't able to open the bottles. The commercial plays out the classic damsel in distress scenario, which is sure to cause conversations.
Match-Making Soda Campaigns
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Trend Themes
1. Interactive Marketing - The 'Icebreaker' campaign highlights the trend of interactive marketing by creating a memorable experience for consumers.
2. Experiential Advertising - This soda campaign demonstrates the trend of experiential advertising, where consumers are actively engaged in the brand's message.
3. Personalized Branding - The tight bottle caps of the coke bottles cater to the trend of personalized branding, creating a unique and memorable product experience.
Industry Implications
1. Beverage - The 'Match-Making Soda Campaigns' can disrupt the beverage industry by introducing customized packaging and interactive marketing strategies to engage consumers.
2. Advertising - This campaign presents disruptive innovation opportunities in the advertising industry through the use of experiential marketing approaches to create memorable and shareable ads.
3. Dating and Matchmaking - The 'Icebreaker' campaign highlights the potential for disruptive innovation in the dating and matchmaking industry by leveraging creative marketing tactics to connect singles and enhance the user experience.