Single channel success or just innovative marketing?
While many businesses are taking advantage of TikTok's growing buyer base, there will be 33.3 million social buyers in the US by 2023. Insider information — Is a single-channel product rollout profitable or just a mechanism to garner attention and attention?
According to Dipanjan Chatterjee, vice president and principal analyst at Forrester, the best way to think about Coca-Cola's new product launches is to think of them as “convenient gimmicks,” just like when Coca-Cola launches new products. It is said that metaverse byte products.
“This is not really intended to function as a viable single-channel product line, but rather to create cultural relevance for the brand. In marketing any brand. Another important aspect is 'mental availability' which keeps the brand fresh and distinct in the eyes of consumers,” says Chatterjee.
He added that TikTok is a force to be reckoned with, with 93% of Gen Z consumers saying they use TikTok at least once a day and 44% saying they use TikTok all the time. He added that “The majority of Gen Z and Millennial consumers are Social mediagenerally to learn more about a product or brand.
He said the goal of the campaign is not to launch a new product, but to use marketing creatively to “bring the brand to where consumers are in new and interesting ways, sparking attention and engagement, and making a statement.” “It's about making a statement.” The next time a consumer reaches for a Coke, expecting it to be a Coca-Cola product is top of mind, even if it's not the Happy His Tears variety. ”
Learn more about Happy Tears
This is the company's first release of the year. Creations Global Innovation Platformwill launch in 2022 and create experiences in both digital and physical spaces through technology and collaboration.
Coca-Cola Happy Tears Zero Sugar: “The timeless taste of cola, with a touch of salty minerality and a pinch of sweet peach, the joy that comes from small everyday acts of kindness, like sending a positive message to a friend or paying a dollar.” I'm inspired by the tears of drinking a stranger's coffee, leaving a compliment on a post, or sharing a Coke with someone you love.”
“Small acts of kindness and simple, unexpected moments of connection can bring great joy,” Oana Vlad, senior director of global strategy at The Coca-Cola Company, said in a statement. “We hope Coca-Cola Happy Tears Zero Sugar inspires uplifting moments and friendly gestures that create a chain of elation and optimism.”
