It's not a secret for anyone that Coca Cola has always been a producer of extremely effective advertising particularly due to its never-ending rivalry with Pepsi. Both companies have managed to find creative ways of promoting their products that would appeal to different market segments. However, this summer in Moscow, Coca Cola did something that definitely made it stand out!
Moscovites will probably remember the summer of 2010 for a very long time since last June, July, and August turned out to be the hottest months in the entire history of the city. Temperature was often approaching 40°C whereas the average is around 24°C.
Obviously, unexpectedly hot weather caused demand for pop to rally and sales of different fizzy drinks increased. But how could Coca Cola benefit from this situation even more? How could it differentiate itself from the competitors?
Coca Cola Russia created an entire "cooling" marketing campaign with a new website, mobile applications, in-store advertising, etc. etc. But the most amazing part of the campaign was advertising on the bus stops! Not only did Coca Cola put its logos everywhere, it also decorated the bus stops with artificial icicles!!! Although made of plastic, icicles looked very real and definitely drew the attention of thirsty commuters, pedestrians and even car drivers dreaming of winter days!
Good job Coca Cola!
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