Do you still have a can with your name on it? That old campaign for Coca Cola brand products with common names engraved on the packaging was one of the most successful.
He was born in 2012 in Australia under the name Share a Coke and it arrived in Mexico a couple of years later translated as “Share a Coca Cola.” Stringing together similar marketing successes is a challenge for employees of a company involved in controversy due to the discussion about its contribution to people’s obesity in countries like Mexico and the United States.
Now the market must prepare for an unprecedented era of campaigns for this type of product.
At the end of last month, Microsoft Corporation and The Coca-Cola Company announced a five-year strategic partnership to align the global technology of the soft drink company that operates in 200 countries.
The official argument is “to enable the adoption of cutting-edge technology and foster innovation and productivity globally.”
There is a key issue: as part of the association, Coca-Cola committed $1.1 billion to Microsoft Cloud and its generative AI capabilities. Here it is worth a pause.
What are Microsoft’s generative AI capabilities? They are loaded with what became the benchmark brand for generating content: Chat GPT, from OpenAI, to which the company founded by Bill Gates and directed by Satya Nadella, is betting more than 10 billion dollars.
What does Coca Cola want to do with this technology?
“Through the partnership, the companies will jointly experiment with innovative new technologies such as the Azure OpenAI service to develop Innovative use cases of generative AI in various business functions”, Microsoft explained it’s a statement.
Be careful, it is in the interest of the soft drink company to act soon to improve the value of its brand.
A well-known agency called Interbrand has been quantifying the value of brands for decades.
20 years ago, Coca Cola was at the top of that list. Its value of 70 thousand 453 million dollars from those days placed it above, ironically, Microsoft and IBM, in that order. By 2013, in name-on-can days, it amounted to 79 thousand 213 million dollarsbut by then, Apple and Google had exceeded 90 billion and occupied the first and second positions in the ranking from Interbrand.
Last year showed a very different scenario for the Atlanta, Georgia company.
The aforementioned agency still granted him a worth of 58 thousand 046 million dollars to the brand, an amount that currently puts it in eighth place, behind large American technology firms, but also Asian brands such as Samsung and Toyota, as well as the German Mercedes Benz.
Those responsible for the Coca Cola brand must make a great effort to shake the image of a polluter that the publication imposed on it. Science Advancesthe same one that he exhibited to producers and consumers of this brand, but also those of Pepsico and Danonefor its contribution to the impact of rivers and seas.
They also face a long road in calling for their clients to have a better diet that matches your products. Consuming soft drinks is not bad, the bad thing is doing it without information, which can lead to excesses.
It is also worth remembering the economic contribution that these companies make to society.
In this regard, a tip for marketers, communicators and advertisers: given the agreement between Microsoft and Coca Cola, it is necessary that they learn from prompt engineering or someone who does will take your customers and your job.
It is no more difficult than learning to write well and we must all try that, daily.
