Avenue A | Razorfish Makes Every Drop of Coke Count
Growing up, one of the biggest points your mother ever stressed was to stay away from sweets because they rot your teeth. Anything from candy corns at Halloween to a Big Gulp of soda from 7-Eleven were pretty much out of the question or were only allowed as a special treat (at least in my house). But to prove worrisome moms wrong, Coca-Cola launched a campaign Wednesday that steers clear of any sweet-toothed innuendos and instead focuses on health and well-being, and how its beverages can actually help you achieve it.
The campaign, coined Make Every Drop Count, arrives at an auspicious time for the soft drink leader, who hopes to promotes Coca-Cola as the drink for thirsty Winter Olympics athletes, in turn bringing to light the misconceptions of dehydration and offering educational solutions to keep athletes at the top of their game. In light of PepsiCo’s recent report that its international sales in fourth-quarter of 2005 sales rose 16% with the North American sales paced mostly by Gatorade sports drinks, bottled water, Coca-Cola hopes to paint itself with a new image to a focus on wellbeing and to keep those dollars close at hand. Though Coca-Cola is still number one in beverage sales across the board, they aren’t taking any chances and are certainly aware of the growing popularity of enhanced sports drinks.
As Coca-Cola, which could not be reached for comment, explains it on its corporate site, “This initiative is designed to build awareness among consumers about the benefits of the Company’s full product portfolio and to educate them by sharing expertise and information about the roles beverages play in their lives. This campaign reminds people that for all they expend in their daily lives, The Coca-Cola Company is striving to give those drops back through the benefits of what we sell—whether it is through beverages that deliver hydration, energy, relaxation, nutrition, or pure enjoyment.”
As part of a cross-media campaign that includes the usual traditional suspects print and TV—both handled by Leo Burnett and set to roll out during the Winter Olympics—the online and interactive components of the campaign rests in the hands of interactive whizzes, Avenue A | Razorfish (which could not be reached by press time). The company’s microsite, which you may have seen rich media placements for on both Yahoo and MSN’s home pages, expresses its new image with this opening copy: “You’ve always known us as Coca-Cola, the soft drink company. Now its time you knew us as Coca-Cola the company.”
The microsite, which links through to Coke’s clinical research company The Beverage Institute for Health & Wellness, features articles, tip and tools to educate on topics including Hydration, Portion Control, Vitamins and Minerals, Performance, Innovation and Low-Calorie Sweeteners without skimping on the details. Visitors get About.com-esq coverage on all things nutrition with Q&A sections, full length articles with stats, and even drilled down articles on things like Aspartame (which apparently is 200 times sweeter than sugar). The site also touts its involvement and support of numerous programs that provide nutrition and physical education to youth worldwide, such as Live It!, Triple Play, and Copa Coca-Cola. Users can additionally roll through a listing of all of Coca-Cola’s beverages.
Ready to quench your thirst? Just remember to make every drop count.
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