CocaCola & Alexa - I See Coke
In the digital age, a can of soda isn’t just a beverage; it’s a cultural icon. For Coke in the Kingdom of Saudi Arabia (KSA), breaking through Pepsi's stronghold meant tapping into the consumer’s lifestyle in a way that transcends traditional marketing. With the "I See Coke" campaign, Coca-Cola has brewed an interactive, voice-activated adventure that blends the worlds of entertainment, technology, and soda into a flavorful marketing concoction.
Coke's campaign is a masterclass in leveraging cultural capital. By acknowledging the consumer’s passion for film and tech, Coke didn't attempt to change habits but instead, infused itself into them. In doing so, the brand achieved what every marketer dreams of: transforming a simple action into a habit, a response into an impulse, and a product placement into an immediate purchase opportunity.
There's a clear message: Innovation doesn't always mean creating something new. Sometimes, it's about looking at what's already loved and finding a way to become an intrinsic part of that experience. "I See Coke" redefined product placement, transforming passive viewing into an active shopping experience, merging the path from screen-inspired craving to actual consumption in a seamless journey.
Innovation doesn't always mean creating something new. Sometimes, it's about looking at what's already loved and finding a way to become an intrinsic part of that experience.
Key Takeouts
Cultural Integration Over Interruption: Coke's campaign succeeded by inserting itself into existing consumer behaviors - watching beloved films - rather than trying to change them.
Technology as a Touchpoint: By using Alexa, Coke turned each home into an interactive point-of-sale, demonstrating the power of smart devices in driving immediate consumer action.
Conversion Through Entertainment: The high conversion rate showcases that entertainment-driven marketing can lead to tangible sales, especially when combined with convenience and technology.
Coca-Cola's "I See Coke" campaign is not just a splash in the marketing pool; it’s a strategic dive into the consumer’s world. It leverages the universal language of entertainment to make every Coke sighting an opportunity - not just to sip, but to shop. It’s a reminder that in a world where screens dominate, the path to consumers' hearts, and shopping carts, can be a creative and tech-savvy journey through their favorite stories.
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Maha ElHawari: Group Account Director - VML MENA
Manuel Borde: Global CCO - VML New York
Sebastian Cuevas: Associate Creative Director - VML New York
David Pinilla: Associate Creative Director - VML New York
Leila Katrib: Executive Creative Director - VML MENA
Harvey George: Senior Arabic Copywriter - VML MENA
Oswaldo Sa: Group Creative Director - VML New York
Fabio Medeiros: Head of Strategy - VML MENA
Fernando Miranda: Associate Creative Director - VML MENA
Nick Walsh: Chief Client Officer - VML MENA
Chafic Haddad: Chief Creative Officer - VML MENA
Anne Caroline Ribeiro: Operations Director - VML MENA
Jaime Mandelbaum: Chief Creative Officer - VML EMEA
Debbi Vandeven: Global CCO - VML
Jamie Anning: Global Director of Creative Excellence - VML
Cristina Mas: Senior Planner - VML MENA
Manolo Arroyo: CLIENT - The Coca Cola Company
Santiago Cony Etchart: CLIENT - The Coca Cola Company
Hady El Hajjar: Co-Founder & Managing Director - HuManagement Co
Minaam Khatri: Regional Director - Mediacom MENA
Sahar Antar: Head of Alexa Skill Services, MENA - Amazon Alexa
Javier Campopiano: EXECUTIVE - WPP Open X
Miguel Bemfica: CCO - VMLYR
Alberto Triana: Creative Director - VMLY&R Commerce, US
Federico Mariani: Creative Director - VMLY&R Commerce, US
Sergio Leon: Group Creative Director - VMLY&R Commerce, US
Lucas Pimenta: Motion & Content Designer - VMLY&R Commerce, Global
Ivan Mayes: Chief Technology Officer - VMLY&R Commerce, US
Thomas Mercurio: Associate Director, Project Management - VMLY&R Commerce, US
Michael May: IT Director - VMLY&R Commerce, US
Angelica Galvis: Vice President, Head of Art & Design - VMLY&R Commerce, US
Jhon Igua: Art Director - VMLY&R Commerce, US
Esteban Fino: Creative Director - VMLY&R Commerce, US
William Niño: Junior Art Director - VMLY&R Commerce, US
Juan Prieto: Creative Director - VMLY&R Commerce, US
Jonathan Bolivar: Motion & Content Designer - VMLY&R Commerce, Global
Daniel Bogota: Motion & Content Designer - VMLY&R Commerce, Global
Jake Swiatek: Senior Full Stack Developer - VMLY&R Commerce, US
Tracy Mathison: Senior VP, Creative - VMLY&R Commerce, US
Rebecca Bregman: Senior Copywriter - VMLY&R Commerce, US
Ahmed Samir: Senior Arabic Copywriter - VMLY&R, UAE
Ziad El Kurdi: Senior Copywriter - VMLY&R, UAE
Matt Jones: Creative Director - VMLY&R Commerce, US
Mark Wolff: VP, Creative - VMLY&R Commerce, US
Adam Sykut: Associate Creative Director - VMLY&R Commerce, US
Alex Gabor: Associate Creative Director - VMLY&R Commerce, US
David Moore: Executive Creative Director - VMLY&R Commerce, US
Philip Nash: Global Creative Coordinator - VMLY&R Commerce, Global
David Cofrancesco: Global Creative Coordinator - VMLY&R Commerce, Global
Bilal Rachman: Senior Strategist - VMLY&R, UAE
