THIS IS GENIUS MARKETING

@roiinmarketing

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Coca-Colaseen in 9 videos →

Why it worked

The campaign's success stemmed from its unconventional approach of deconstructing a well-known brand logo to deliver a powerful environmental message, making it highly shareable and memorable.

Summary

This video highlights a "Recycle Me" marketing campaign by Coca-Cola where they intentionally crushed and warped their iconic logo. The campaign aimed to promote recycling and went viral, generating over 140 million impressions in its first week.

Structure

1Introduction to genius marketing
2Coca-Cola damages its logo
3The 'Recycle Me' campaign explained
4Logo warping and billboard placement
5Viral success and campaign results
6Conclusion on message over brand

Product placement

Coca Cola: (a) ACTS - its logo is shown and manipulated in a marketing campaign. Removing it would change the video's subject. (b) APPEARS - logo appears on screen in various forms throughout the video.

Original caption

Coca cola damaged their own logo on purpose 😳 What do you think of this marketing campaign? #marketing #content #sales

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On-screen text

THIS IS GENIUS MARKETING

Transcript

Coca Cola damaged their own logo on purpose. What do you think of this marketing campaign? They took their real Coke cans and they crushed them. Then they warped it into a new logo to represent their Recycle Me campaign. They then plastered this logo all over the billboards, marketing campaigns, and the whole thing went absolutely viral. They literally broke their own brand to make a meaningful campaign. The results? Over 140 million impressions in the first week of the campaign. When the message matters more than the brand, people take notice. What do you think of this campaign?