Open Happiness!


Coco-cola! “Open Happiness”, “Live on the Coke Side of Life” and closer home, ‘Jo chaaho who ho jaaye Coca-Cola, enjoy’ – some taglines that have stuck in our memory over the years. They have come up with some of the best marketing and advertising campaigns and have aggressively made their presence and brand felt everywhere – earlier in Television, Radio and billboards and today, through Social Media.

In our opinion, the things that Coco-cola did right –

1.“Liquid and Linked”

That is how Coke describes its new marketing strategy. To describe what “Liquid” means, think of well, a liquid. A liquid can be stored in a glass, a jug or a bottle. You can even share it with people around you. That is what Coke is aiming at – having advertising content that can reach customers as is, content that can be shared on phones, TV and the internet and content that can go viral. Yet, they are all one liquid, contributing to the Coke goal. The idea is to produce content that is so good that you cannot help but share it. Making people talk about you is the best way to reach as far as possible.

How do you generate content that is Liquid and Linked? It cannot be boring and preachy. It has to be funny and something people relate to and want to post on their Facebook walls. “Storytelling” is what Coke calls it. It has to be funny, pretty and memorable. Meanwhile, they have delved into the psychology of consumers to create a deep emotional connection with their advertising, to create a personal experience the consumer will remember. Good stuff, I think

2. Having a simple, clear goal. “Double Coke’s consumption by 2020.” That is it. Easy to understand and work towards without a need for detailed explanations. Sometimes, marketing jargons creep into company goals, making the goal/s removed and distant from the people involved. Would you like to work towards something you don’t understand?

3.Recognizing the importance of Social Media. And very importantly, doing so at the right time. Today, it is not just a catchy ad that earns you business. Studies and statistics show that more consumers rely on the reviews and opinions of other people when buying a product.

4. Being extremely catchy. Their advertisements and slogans are some of the best in the market, and they have consistently kept it up. Having a good product is not just enough – you need to present it as best as you can, over and over again.

All this goes to prove that Marketing is ever-evolving and Social Marketing is this season’s new flavor. It is definitely here to stay. And Coke has caught on at just the right time. Check out this video for another brilliant campaign by Coke.

– Jayashree Bhat

Call us on +919739388168 (India) or +15853010801 (USA) or drop in a mail –

Follow us on Twitter!/SoCoBuzzer

Like us on Facebook



Pinterest – an illusion or is it really that awww-esome?

ImagePinterest is catching up on the social media popularity charts. Recently ranked as the third most widely used social media website after Facebook and Twitter, it is a  pin board style social photo sharing website that allows users to manage and upload pictures of different facets of life – fashion, home, food and many other interesting topics. Pinterest’s mission  is to “connect everyone in the world through the things they find interesting”.

I usually turn to Pinterest when I want to see something beautiful. Something I might not own in real life because I don’t have access to it – sometimes it’s not affordable, sometimes it’s not practical and sometimes it’s just too much of an effort to own it. So what do I do? Log into Pinterest and just click away! Everything that I desire becomes a part of my board and I’m made it to believe that I ALMOST own it.

So, is a social networking website like Pinterest creating an illusion and taking us far far away from reality?

Is it really okay to make a wishlist and keep pinning stuff? Some say it is a good information sharing platform and introduces you to things and places you might have not seen before. But does it make you happy that you can see it if not necessarily own all the things on your board or does it leave you with a feeling of dissatisfaction because you see these things in your wishlist over and over again but you cannot actually own it just yet? Does it tease and confuse the human brain? On one hand it can lead to unrealistic wishful thinking, while on the other it can help the human mind organize things better.

“Most of the social networking sites are not black or white. They have shades of grey to them which means there are both pros and cons. Human being always struggles to do a lot of things in a short span of time. In that process he keeps watching the surroundings and many of the wishes are kept in a formatted or an unformatted structure in the mind. Pinterest  helps in a way to compile them in one area. It can sometimes make the mind clearer and organized by pinning them on the boards. Then again, one needs to know where to draw the line and not get addictive and spend hours together on such a site. It’s important to differentiate between reality and wishful thinking” says, Mr. Murthy, a renowned psychiatrist in Bangalore, India

So, is pinterest a sustainable platform for social media marketing for ‘every’ business model?

They say a picture speaks a thousand words. But is a beautiful picture really enough to communicate your product or brand in the competitive market today? For lifestyle products it might not be enough but it is definitely a good way to make your products more ‘visible’ and ‘desirable’ in the eyes of the many pinterest users. It helps catch those eyeballs and gives the potential customer a reason to think about that online purchase or a walk towards the store. But how practical is it for a service or a product which might not have so much of a ‘visual appeal’? Take the example of mobile service provider. Apart from the posters of the product offerings is there anything else that can be communicated which is relevant in a picture? This might leave many marketers feel “left out” if their product or service is not very visually appealing.

So will Pinterest continue to be the rage that it is and beat Facebook and Twitter to become the number ONE social networking site? Personally, I don’t think so. It lacks a human and ‘real’ touch which other social media websites have managed to keep alive. But for now, I’m not complaining about this website.  YOU HAVE TO ADMIT, IT IS VERY ADDICTIVE AND PRETTY AWW-ESOME – I’M PINNING AWAY AS WELL! 

Written by – Suruchi Jajoo

Edited by – Naimeesha Murthy



CALL US: USA: +1 585 301 0801