Our Brand Commerce approach ensures we communicate the emotion of the brand, while leveraging the right triggers and motivations to get customers to buy, beyond simply having a price discount. We apply this approach to brands to drive sales both on and offline, crafting promotions that trigger sales at the key decision making moment. We created a promotion for a leading petro-chemical company based on the brand message that drivers save fuel by using their oil; this was driven through to the in-store messaging and POS mechanic, which gave them the chance to win free fuel and continue to experience the benefits of the brand. The promotion covered a full suite of 960 different POS elements, delivered across 32 markets.
……………………………………………………………………………………………………………………………………………………………………………………….
Business Learning Terms
Recently, Coca-Cola launched its energy drink, Burn, in India. Now, as part of the brands first on ground activation, the beverage giant has launched the Burn Car a vehicle designed by ace automobile designer Dilip Chhabria to conduct sampling of the brand. Actually, Chhabria has worked his magic on a Matiz this time.
Starting this week, three Burn-inspired concept cars will take to the roads in Delhi, Mumbai and Bengaluru.
Advertisement
Ricardo Fort, vice-president, marketing, Coca-Cola India, says, Innovation has always been the hallmark of Coca-Colas business strategy in India. The distinctive association to design the Burn Cars is yet another affirmation of our endeavour to connect with our consumers.
Priced at Rs 75 for a 250 ml slim can, the drink is targeted at socially active and adventurous young adults. The car is designed to reflect the brand attributes including masculinity, potency, energy and primal characteristics. The cars appeal is further accentuated with the presence of Burns unique flame iconography on its body. The brand flaunts its potency with the global tag line, Can you take the heat?.
On the occasion of the unveiling of the Burn Car, Dilip Chhabria says, The primal, potent, sensual and energetic character of the brand, combined with its unique flame iconography, instantly sparked off a design idea for Burn. Looking at the end result, I am confident that the design of the car will find a special appeal amongst the youth.
Besides being used for sampling, the car will also be a part of event sponsorships and community based marketing initiatives. While the company has no plans to use TV as of now, it will rely on out of home. Coca-Cola will focus on point of sales promotions at clubs, bars and restaurants to market the product.
Burn is one of the most successful energy drinks from the beverage giants global portfolio, with a strong presence in countries including Russia, Ukraine, France, Italy, Great Britain, Austria, Poland, the USA, Australia and South Africa. Burn was first introduced in Europe in the 90s. Over the years, its presence has expanded to more than76 countries.
Sports Branding
activation in advertising through the country door catalog
new product launch letter
digital activation
promotional stuff event management
event marketing manager generation de lead