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“Cokagne” is a concept that warns of the importance of the experience with a product.
As the case of “Cokagne” we have seen brands like Ocean Spray earn millionaire mentions in networks, without waiting for them.
Beverage Industry Magazine esteem that Coke It is one of the most valuable beverage brands in the world.
“Cokagne” is the latest advertising genius that gave Coke more than 400 thousand impacts in Youtubethanks to Tom Hankswho narrated in a program how he found the strange cocktail.
The mention of the brand in a television program and in a case that ended positively for it, warns us of the value of being prepared for eventualities in this segment.
studies like “State of Social Media Report” they have measured Why brands on social networks become so important to consumers is that for 23 percent of them there is a key behavior on these platforms and that is sharing content related to these brands.
“Cokagne”: an unexpected promotion
Coke was unexpectedly promoted by Tom Hanksan actor who has already been related to the brand indirectly in scenes like one where he drinks this soda on the tape “A League of Their Own”which tells the story of the first baseball league made up of women.
On this occasion, Hanks returns to promote the soft drink after appearing in The Late Show with Stephen Colbert, where he gives an account of a cocktail that he invented and consists of mixing Diet Coke with champagne.
I’m not a big drinker, so I usually only have one Diet Coke (…) but they brought a bottle of champagne and I accepted that they serve me champagne in my glass of CokeI tried it and it was delicious”, explained the actor when giving details of how he discovered the mixture and that when narrating it in a program of TVwhich is also broadcast on Youtubeat least on this channel, gave the brand an exposure of more than 400 thousand views.
The unusual testimony of a soft drink brand and how it ended up in an unexpected mix of drinks is part of the exercise that brands have at hand today, to be able to narrate activities that help improve the brand experience.
Under this sentence, one element is clear and that is that the exposure of brands is a challenge that forces firms to be prepared for unexpected events.
We discovered a great example of this with Ocean Spray, who never imagined starring in a viral video on TikTok, where the brand name caught the attention of millions of consumers, when the tiktoker Dog Face drank a brand juice while skating.
The scene became an activation that left the juice brand a unique precedent of how important it is to be prepared as companies for mentions on social networks, which without knowing could be the best advertising mention or, on the contrary, the worst crisis of brand, as happened with Yoplait, when it activated a campaign where a group of women celebrated being together in a tavern, consuming yogurt and celebrating being alive, as well as the pleasure of being themselves.
With the series of cases described, a well-planned mention in networks can end in resounding failure or an unexpected mention can become the best advertising guideline, so this series of cases warns us of the challenge that exists in the market, of being able to generate best communication practices.