IMC Analysis Assignment Example | Topics and Well Written Essays - 500 words

IMC Analysis - Assignment Example As it can be seen in the videos, Coke’s big idea has been to set up interactive kiosks at different locations to spread and express the idea of happiness which the brand carries (Youtube, 2010; Coca-cola.com, 2012). The main purpose of Coke conducting these activations is to spread happiness in any form. This can be seen from the idea of Coke Happiness Machines which were installed in almost all major markets of Coke. Hence, Coke has successfully integrated its idea of giving spreading happiness through their brand activation campaigns (The Coca-Cola Company, 2009). In order to connect to the people, Coke revamps its packaging every now and then to engage the consumers with the brand. For example, in a CSR drive to save the Polar bears, Coca Cola revamped its packaging by adding Polar bears on the can for a specific period of time (The Coca-Cola Company, 2012). Besides this, to integrate their Super Bowl campaign which included commercials featuring Polar bears, Coke aimed to reduce its emissions by switching to hybrid trucks besides introducing biodiesel technologies (exploringpublicrelations.com, 2008). However, the main theme of this campaign was to save the Polar bears and not to create happiness as per its global brand value (exploringpublicrelations.com, 2008). Coke has been a long standing partner with soccer and to grab the opportunity of FIFA 2010, it gave a chance to consumers to win free tickets to FIFA through a lucky draw and even redesigned Coke Zero can to accommodate the scheme where the consumers would just need to look for the special can with a certain code which they would enter on the website www.cokezone.co.uk. They could even enter as many entries as they wished ((The Coca-Cola Company, 2009; The Coca-Cola Company, 2012). All of Coke’s endeavors were focused towards one common goal of giving people some