Some great advertising from Coca-Cola

Avid readers of this blog will recall that last November – before we launched this business – we posted a piece about Coca-Cola’s plans to target older consumers (reproduced below).

Here’s an example of what they did in the USA.

http://www.youtube.com/watch?v=9j9KWEGmq9Y

Watching is highly recommended! Forget analysis - on an emotional level, this just works. (In fact, on what other level could a TV commercial for Coca-Cola work?).

As our research report notes (see our website to get your copy), global marketing-led businesses such as P&G and Unilever – and Coca-Cola – are way ahead of the curve on the subject of marketing and older consumers.

To discuss how we could help you improve your relationship with the UK’s fastest-growing demographic segment, visit www.rhcadvantage.co.uk

And here’s what we reported back in November…..

Coca-Cola to target older audiences

Coca-Cola is to target older consumers as part of a bid to double its revenue by 2020, according to a report in Marketing Week today.

Coca-Cola chairman and chief executive, Muhtar Kent, is reported as saying that the company was “laser-focused” on targeting the right consumers with fully integrated global marketing campaigns that work on many levels.

By 2020, the company says that the world will look very different, so targeting the “right consumers” will include a renewed focus on older, wealthier consumers.

As our report on Marketing and Older Audiences (available upon request) found, the marketing planning processes of most companies do not take the long-term, gradual nature of population change into account. Only the most marketing-led businesses, such as Procter & Gamble and Unilever, have done this – leading to successful global brands like Olay and Dove.

We will watch this space with interest….