Monday, September 28, 2009
Coca Cola - within arm's reach of desire.
Orlaith from McCann Erickson wrote last week about Coca-Cola. About how it continues to dominate as a top brand.
I confess I really don't know enough about it as a brand, but have to admire one marketing element - its distribution. I read before that their vision was to be within an 'arm's reach of desire' wherever you are.
I found this to be the case while on holidays these past few weeks. Regardless of where I was, Coca-Cola was everywhere. In the hotel bars, the supermarkets, every restaurant, the vending machines and in every fridge in every little shop along hot dusty roads.
Distribution may not get as much air time as other marketing elements - such as advertising - but must be a major success factor for Coca-Cola.