How Coca-Cola Leverages Valuegraphic Insights to Create Engaging Marketing Campaigns

Valuegraphic data for Coca-Cola identifies that the core human value of #Tradition scores off the charts for Coca-Cola fans. This article explains why, what else they could do, and how values can help your company engage the people you want to reach 8X more effectively than before.

From its classic red and white branding and iconic bottle shape to its partnerships with cultural events and landmarks, Coca-Cola has consistently used the value of #Tradition in its marketing efforts to connect with consumers and, accordingly, consumers who value #Tradition have been magnetically drawn to the brand. Here are a few well-known ways that Coca-Cola leverages the value of #Tradition to create engaging marketing campaigns and a few obvious ideas for how the brand could do more in the future.

Holiday Campaigns

Every holiday season, Coca-Cola releases special edition holiday cans featuring festive designs and holiday-themed slogans. These campaigns create a sense of nostalgia for consumers, an emotion that is often closely aligned with #Tradition. Nostalgia brings to mind the holiday traditions of childhood.

Cultural Events and Landmarks

As just one example, Coca-Cola has long been a sponsor of the Olympic Games, a #Tradition that dates back to the 1928 Amsterdam Olympics. This partnership allows Coca-Cola to tap into the tradition (a.k.a. history, in this case) of the Olympic Games and also align the brand with other core values that the Olympics can conjure up for fans and participants alike.

What else could be done?

Through decades of trial and error, the good people at Coca-Cola have figured out that the value of #Tradition is magnetically appealing to their customers. And valuegraphic data backs this up. Clearly, they could continue to use the value of #Tradition in new and interesting ways to solidify their base.

They could partner with more events and landmarks, and leverage these partnerships to create broader-reaching marketing campaigns. Why broader? Because even though the partnerships might be local or regional in nature, they still remind consumers of the link between the brand and the value of #Tradition, regardless of geographic proximity. You don't have to go to the Corn and Apple Festival in Morden, Manitoba, to understand how it began in 1967, and how Coca-Cola is aligned with that #Tradition.

Thsi new data can help brands grow (and steal) share

Valuegraphic data has never been available before, but now is a secret weapon that big brands can easily access. For example, Coca-Cola could pinpoint the precise values that are magnetically appealing to their consumers AND Pepsi consumers. By amplifying those crossover values, they'd solidify their current base AND steal share, without Pepsi knowing what hit them.

What can valuegraphic data do for you?

There are so many reasons to find out precisely which values your prospects and customers share. Valuegraphic segmentation leads to values-driven strategies that are as much as 8X more effective. But perhaps the biggest reason of all is this: unlike Coca-Cola you can start to use the enormous magnetic power of values without decades of trial and error. You can have valuegraphic insights right now, even if you are a start-up with no product on the market yet.

Want to know more?

Reach out. Send us a note at: [email protected] and let's talk about putting the power of valuegraphic data to work for you.