Coca Cola has started a ' innovative communication strategy based on a experiential approach, recording a reversal of the traditional communication policies implemented to date.
This strategy is aimed at creating a sense experience that involve the senses of the consumer, can enrich the experience of emotional value of consumption.
The "M 5 project, where for 5 M is defined as" Magnificent Five ", envisaged the development of five new bottles by major studies of international design: The Designers Republic (UK), Lobo (Brazil), MK12 (USA), Rex & Tennant McKay (South Africa) and Caviar (Japan).
The packaging made co constitutes good examples of how this tool can help shape the consumer experience, in fact each was made a "night version" because the bottles, all-aluminum, were printed with material in the glow from rk to be visible in the dark.
The type of distribution policy was strictly selective, in that it involved only the clubs and discos in the major fashion capitals of the world, where it is available in limited release.
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