STORYTELL NG THE COCA-COLA WAY
RICHARD COTTON COCA-COLA CHINA
CHINA HAS CHANGED
Source: CMS, 2012
MOST socially engaged market in the world
MORE time spent on digital than TV
TV INFLATION outstripping KO spend
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DEFINITION OF INSANITY: DOING THE SAME THING OVER AND OVER AGAIN AND EXPECTING DIFFERENT RESULTS
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EVOLUTION IS MANDATORY
AN EVER EVOLVING JOURNEY
BRAND
CONVERSATION
LIQUID & LINKED
3 AREAS OF FOCUS Classified - Internal use
STORIES (CONTENT, EXPERIENCES, CONVERSATIONS)
SPREAD (OWNED, EARNED, SHARED, PAID)
VALUE (TRANSCENDS THAT OF OUR OWN COMPANY)
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5/18/2015 Page 10 Using Storytelling to Build Brands
STORIES ARE OUR
CURRENCY
EXPLAIN UNEXPLICABLE
EXPLAINING UNEXPLICABLE
BUILD BELIEF
PRESERVE KNOWLDGE
DELIVER INSPIRATION
DELIVER
INSPIRATION
UNLEASH IMAGINATION
CREATE AWE
TIMELESS
CREATE VALUE
TECHNOLOGY IS BREEDING A NEW GENERATION OF STORYTELLERS
UNLEASH THE POWER OF 1.3b
STORYTELLING IS IN THE DNA OF COCA-COLA
OUR STORIES ARE PRESERVED
FROM MOST OF OUR HISTORY
SANTA STORY
COCA-COLA BOTTLE
STORY
SECRET FORMULA STORY
not moments. but stories
STORIES HELP US BUILD
A POINT OF VIEW
OUR SUPER FANS ARE
NOW CREATING STORIES
When I was 15, Your smile lit up my gloomy world.
When I was 17, I said I’ll marry you.
When I was 18, we fought for our future and lived at opposite ends of the earth.
When I was 25, I honored the commitment I made when I was 17.
By your side, I can face every unpredictable tomorrow.
Every single moment
deserves to be shared.
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Introducing the brand new
Coca-Cola Wedding Pack
Coca-Cola
Open Happiness
Even with just one coin,
We shared fun together
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Sharing Friendship And Stories From Time
Gone By
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A set of Akira Toriyama books
Brought joy to our whole class.
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We had to scrape
our coins together
just to buy a Coca-Cola
And we shared it with each other
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Your very first love letter,
Brought an enriching experience.
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Until graduation
caused us to part ways,
We share memories
that no one can take away.
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Time may have distanced us,
But that can never
Erase our memories
of being close friends
STORIES CURRENCY = MOVEMENT OF STORIES
Content BRAND
CONVERSATIONS
Consumers & Constituents
BRAND
EARNED
OWNED
PA
ID
SH
AR
ED
BRAND CONTENT
BRAND EXPERIENCES
2. SPREAD
1980’s 1990’s 2000’s 2010’s
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STORIES
SPREAD (LIQUID)
CURRENCY
SOCIAL AT THE HEART
=
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3. VALUE
CONSUMER
SHOPPER CUSTOMER
BOTTLERS
EMPLOYEES
Shareholders
Advocates
Detractors NGO’s
Suppliers Agencies
Media Experts
VALUE INFLUENCERS
VALUE CREATORS
NOT JUST ABOUT THE CONSUMER & US
STORIES
SPREAD (LIQUID)
VALUE (LINKED)
CURRENCY
SOCIAL AT THE HEART
SHARED DIVIDENDS
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STORYTELLING THE COCA-COLA WAY
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rcotton@ coca-cola.com