With over $497 billion spent on advertising in 2012 and a predicted 4.1 percent increase for 2013, as reported by ZenithOptimedia, global marketing is on the rise and potential is emerging for brands all over the world. It’s one thing for brands to increase their ad spend, but globalizing your marketing strategy and creating positive ROI is what creates worldwide name recognition. It’s not easy, so how do brands make their international advertising successful?
Coca-Cola has managed to build a global empire, surpassing all other brands in the food and beverage industry. How did they do it? Consistency, recognition and personalization.
Creating a Global Brand
What’s something everyone wants, no matter what their age or where they’re from? That’s right – happiness! Coke sells billions of bottles of happiness each year. The brand’s strategy is spot-on, creating a consistent branding message that’s relatable for consumers around the world. Slogans such as “Open Happiness” and “Enjoy” are easy to take global and are enduring themes.
Consistency builds a strong brand reputation which leads to recognition. Coke is the most recognizable brand in the world at 94 percent, spending more on advertising than Apple and Microsoft combined, as shown in the below infographic on the brand, “The Carbonated Empire.” The product is marketed and sold in more than 200 countries and holds 44 percent of the global soda market share, according to the graphic. I think it’s safe to say their ad spend pays off quite nicely.
Go Local
How is Coke getting all these people across the globe to buy their product? Well, aside from their 94 percent recognition rate, they’re making it personal. To take your product international, you have to localize for your intended audience.
Coke doesn’t just localize, they personalize.
I had firsthand experience with this last year during the brand’s “Share a Coke” campaign in Australia. The top 150 names in Australia were printed on Coke labels after the slogan, “Share a Coke with…”
Genius! This prompted me, and millions of others, to look for our names and the names of friends every time we walked through a supermarket or convenience store. This interactive advertising allowed brand users to share the happiness on their own.
Not only did Coke make it personal (literally!) in Australia, but they also work around the world to lend a hand to those who need it. Coca-Cola states in its 2011-2012 Global Sustainability Report that it, “currently sponsors more than 280 physical activity and nutrition education programs in more than 115 countries.”
Coke’s global marketing strategy is on point. They’ve turned the world into their community by using these marketing tactics to develop a reputation and build relationships. Advertising spend is at its worldwide high and Coke gives a first rate demonstration on how to put that spend to good use.
