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Coke Shifts Ad Budget Priorities To Reflect New Emphasis On Social, Digital

November 4, 2014: 12:00 AM EST
The Coca-Cola brand in Australia is relying on innovative digital and social media marketing techniques to attract and retain teenagers, a move that might be bad news for mainstream ad media, including television. Digital and social media ad campaigns totaling $10 million replaced TV during the summer to tout Coke’s six new can colors and a smaller (250 ml) can. The campaign included special YouTube videos, interactive shopping center ads, Coke can-dispensing bus shelter panels and other techniques designed to draw in teenagers and form a relationship with Coca-Cola. The company’s ad budget for innovation is now much higher than the 10 percent it used to spend, while the 70 percent budgeted for traditional media is much lower.
Lara Sinclair, "Coke aims to connect with teens through innovation", The Australian, November 04, 2014, © News Limited
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