Innovation does not need to be a massive technology breakthrough. Sometimes its as simple as a tweak to packaging that gets people talking.
In the past 2 hours, Coke has broken through in my life. I get a text message from a friend with a diet coke can. Then my daughter runs up to me with a big smile and says “DADDY!” pointing to the can.
Then my son runs to the refrigerator looking for more cans with different words.
Then a facebook post from a friend, copying 2 other friends with the word “Buddy” on the can.
This is Coca-Cola, the company with Millions (if not billions) in annual media spending. And what did they do? They tweaked the packaging. And multiple people are buzzing, sharing and smiling.
What’s the cost of this tactic vs a Superbowl ad? Which is more memorable.
Striking the emotional chord and getting people to talk positively about a brand or service will always beat the pricey “throw money at it approach.”
Kudo’s to the Coca-Cola company. The “Summer of Sharing” campaign is a winner, at least in this household.