PUTTING EMPLOYEES FIRST CIPR INTERNAL COMMUNICATION CONFERENCE

Ralph Cochrane @ralphcochrane

ralph@loudsource.com

Coca-Cola vs Pepsi v2.0 The Battle For Creativity

Coca-Cola $35Bn in Revenue

Coca-Cola’s $35.1 Billion in revenue makes it the 84th largest economy in the world. Just ahead of Costa Rica

Pepsico has 22 $1Billion brands including Pepsi, Tropicana, Lays (Walkers) and Quaker.

Pepsi’s $1Bn Brands

The world’s biggest advertisers

Coca-Cola spends more on advertising than Apple or Microsoft combined $2.9 Billion (2010) vs Microsoft $1.6 Billion (2010) and Apple $691 Million (2010)

Part of our popular culture

1975 The Pepsi Taste Challenge

Consumers showed a definite preference for Pepsi over Coca-Cola

New Coke - Disaster

• 1983 New Coke

• Marketing disaster

• People hated it

• Preferred the Old Coke

• They also hated being told

what to do!

• In 1985 Coca-Cola reversed

it’s decision continuing to

serve what is now called

“Coca-Cola Classic”

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• It’s not just about the product

• Consumers feel an emotional connection

– Where they were

– How they feel or felt

• Customers don’t buy for just one reason

– Great service

– Great experience

– Quality, Convenience

– Loyalty & History

Lessons Learned v1.0

Does Obama drink Pepsi?

Coca-Cola vs Pepsi v 2.0

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Creative Collaboration

2011 Creative Collaboration with Karl Lagerfield

Part of the Conversation

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Pepsi Refresh Social Media

1-9-90 Rule

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• Crowdsourcing Videos (competitions)

• 12 months, 8 events

• Targeting the 1%

• Connected to Film Festivals

• Tap into the fascination with online media

from leading filmmakers

• Creativity not Advertising

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• It’s about Engagement

• 80% of Internet users took part in a

contest online last year (Jupiter Research)

• 80% of the entries will be low quality

• Promotion / Activation

• Moderation

• Rules including IPR rights

• Prizes & Fulfillment

Crowdsourcing Basics

Coca-Cola’s View

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Coca-Cola Packaging

Integrated Crowdsourcing Campaign for a specific marketing problem:

How to explain the new smaller coke bottle

• Part of the brand development plan

• Promotion!

• What will you do with the content?

• Be ready to be part of the conversation

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Real People with talent

Real People with Talent

CSR – Using the talent

Coca-Cola wanted to use the talent that we discovered. This example is a CSR Film shot in S Africa, Kenya and Indonesia for TED: Women

A network of the best talent

Co-Creation with Jameson

http://jameson.thecreativegrid.com

• If you engage stay with the conversation

• Set clear boundaries & rules

• Moderate

• You can crowdsource just about anything

• Keep it simple

• Use the talent, they are ambassadors and

good PR!

Lessons Learned

Mobile crowdsourcing

PUTTING EMPLOYEES FIRST CIPR INTERNAL COMMUNICATION CONFERENCE

Ralph Cochrane @ralphcochrane