The Coca-Cola Company today announced it has re-launched www.coca-cola.com as its new Coca-Cola brand site. The site is based on the core creative idea of “The Coke Side of Life”, the Company’s new global marketing platform for brand Coca-Cola, and will invite visitors around the world to participate in the evolution of the brand’s heritage. At the same time the Company’s corporate website has changed its address to www.thecoca-colacompany.com. Under this site, users will continue to find corporate information, including company news, investor information, corporate responsibility efforts and career opportunities.
Launching the new Coca-Cola brand website continues the commitment of the Company to establish a multimedia platform for “The Coke Side of Life” campaign. “Throughout Coke’s history, we have seen people use the brand, its icons and heritage as a creative source,” said Marc Mathieu, senior vice president for Global Core Brands, The Coca-Cola Company. “In the 60’s, it was Andy Warhol, today it’s people all over the world on the internet developing their own interpretations of the brand. We believe the independent creative process is a vital part of our heritage. With this site we want to give a further opportunity for these imaginative minds to be part of our creative process.”
As part of its launch, the content on the site will be driven by a series of bi-weekly and monthly challenges to consumers around the world, which will be posted on www.coca-cola.com. The goal of the site is to develop organically into a global user generated content portal with three key differentiators from other consumer marketing sites: First, visitors are given a theme/challenge to focus their creativity and are provided tools to develop their ideas; second, winners of the challenges are rewarded for their input, and; third, users gain access to a truly global community which is invited to judge their entries. These features will allow visitors to have a more inclusive role in the Company’s creative process.
“The site will differentiate Coca-Cola from traditional company sites in that it will consist primarily of user-generated content,” said Tim Kopp, vice president of Global Interactive Marketing, The Coca-Cola Company. Although based on the creative direction of “The Coke Side of Life” originally developed by Wieden and Kennedy, the Company plans to populate the site by users rather than by agencies. “We realize we will need time to familiarize people with the site and are looking to learn from and build this together with the user,” added Kopp.
To initiate interest and build on the present brand strategy, the first challenge is for consumers to create a ‘bottle film’ based on a personal interpretation of “The Coke Side of Life”. Winners will receive prizes to help further their creativity. First prize includes a computer, digital camera and editing software valued at approximately $5,000. After the finalists have been chosen by their peers, a panel of experts from around the globe will judge the top entries and award the prize. This month’s challenge will be judged by experts from Wieden and Kennedy, who created the original ‘bottle films’ for Coke. In the future, the panels will change depending on the nature of the challenge.
AKQA developed the new site in partnership with a team from Coca-Cola: “We’re incredibly excited about the pipeline of digital innovation that The Coca-Cola Company will deliver and the role of the consumer to help shape groundbreaking ideas,” said Ajaz Ahmed, Chairman of AKQA.
This new brand site will continuously evolve over time. The Company plans to develop the site by adding new countries and new areas. The Company wants to tap into the passion of its users on-line and link its unique global product reach with its internet activities.
The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company markets four of the world’s top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate exceeding 1 billion servings each day. For more information about The Coca-Cola Company, please visit our corporate website at www.thecoca-colacompany.com .