Mike de Block

Would @CocaCola be one of your closest friends if it was a person..? According to their efforts above in Bogota, Colombia I would welcome them with open arms, don’t you? However, this is exactly the question brands forgot to ask themselves for years, namely “would you want to be friends with your business”. In short, (f)brands should embed a supportive role in their search for friends in order to prevent them from standing alone in the cold at a “bar” on Saturday night. This new marketing era is thus not founded on the adoption of social media, but on the need to go back to the basics. Marketeers should focus on experiences by not just offering products, but also create a shared context with consumers in order to become friends. Marketeers should thus set up campaigns were they can make the daily things easier for their “friends” in order to create a mutual relationship with friends that will help you in return. But not because of your tasty products, but solely because they value your little, friendly gestures. 

@CocaCola has therefore initiated lots of friendships as commuters in Bogota (Colombia) spend an average of 4 hours a day stuck in traffic. Coca Cola Colombia decided to turn their frowns upside down by creating a drive-in cinema for their traffic jam. ‘Cinema ushers’ walked up and down the rows of cars offering 250ml bottles of Coke, popcorn, hot dogs, nachos and other popular concession goodies to those sitting in the traffic. Now let’s hope that they can also make life a bit easier in Holland with all it’s traffic jams and then I would be a lifelong friend mr. Cola.

Ps. I think you already have an idea by now what the focus will be of my new marketing agency, don’t you..?