Did you know that Coca Cola shaped the figure of Santa Claus as we view the character today. Fascinating.
Nearly 100 years ago people weren't drinking enough Coke during the winter, so the usual suspects (ad guys) put their heads together and concluded Santa Claus would be the perfect unofficial spokesman for their client's product. I guess it's why Santa's colors are the same as those on a can of Coke classic.
You can read all about it below.
Coke is the most recognizable brand in the world, so clearly tactics like retconning a beloved cultural figure, or releasing a chart-topping single about world peace to peddle your sugar water work.
The question I've spent my career exploring is WHY do these tactics work? Clearly Coke is selling something other than sugar water, which means people are buying something other than sugar water when they scoop one up at the gas station or movie theater.
I have my own opinion about what Coke is actually selling, but even if I'm slightly off, I'm a lot closer than Pepsi, who launched a series of nationwide taste tests in the 80's to prove consumers prefer their product. It didn't work.
It's not about the better product. It never was. Read that again.
If you've got a great product, awesome. Do you have a great story? Do you have great ideas? Are you selling your ideas in the information marketplace? You won't even get a chance to compete in the product marketplace until you do.
Coke, and thousands of other brands, prove that stories sell product better than product sells product. Write your story.
🌱 Ethical Vegan. All lives Matter!
1wYou should do a promo for all the Pubs struggling to get Guinness.