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LIQUIDTHINKING IS: Stephen Zedler Jimmy Doyle Andy Mullins Current Sountrack
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Monday, February 28, 2005
Advertising   Experience Adds Life: Coke's Experiential Approach Included on every list of top 20th-century brands, COCA-COLA is welcoming the 21st century with a new advertising and marketing campaign that aims to build even stronger consumer connections - experientially. While its centerpiece is the recently unveiled theme - "Coca-Cola. Enjoy." - the company is also launching a massive promotional effort to update its signature contour green glass bottle. The instantly recognizable icon will build nostalgic resonance in the new ads, but executives also talk about the importance of the classic bottle as part of the brand's "total sensory experience." According to outgoing CMO Charlie Frenette, "When that bottle is in someone's hands it brings together the physical and emotional connection for the brand... We need to use the packaging in an experiential way to reawaken people." 360° Newsletter ©2005, Jack Morton Worldwide
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Jimmy Doyle is a dad, husband,
teacher, friend, and other things. Currently he's just trying to figure out what it means to follow Christ and be in community with others. He enjoys having conversations with fellow pilgrims on the journey.
Stephen Zedler has a wife and three kids who he loves very much. He has been called by God to study and teach history, particularly U.S.
history. He also believes that God has called him to reform the way children are educated in America.