inside presentation ralph cochrane
TRANSCRIPT
PUTTINGEMPLOYEESFIRST
CIPR INTERNAL COMMUNICATIONCONFERENCE, 7 NOVEMBER
PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE
Ralph Cochrane@ralphcochrane
Coca-Cola vs Pepsi v2.0 – The Battle For Creativity
PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE
Coca-Cola vs Pepsi v1.0
Coca-Cola’s $35.1 Billion in revenue makes it the 84th largest economy in the world. Just ahead of Costa Rica
Pepsico has no less than 22 $1Billion brands including Pepsi, Tropicana, Lays (Walkers) and Quaker.
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)
Both brands became part of popular culture with followers who became borderline religious in their fanaticism
1975 The Pepsi Taste ChallengeConsumers 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”
• 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
Coca-Cola vs Pepsi v 2.0
2011 Creative Collaboration with Karl Lagerfield
Pepsi Refresh - Massive Social Media campaign. They dropped from 2nd to 3rd place
1-9-90 Rule
Pepsi
• 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
• 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
Coca-Cola
Crowdsourced Video for new packaging
• Part of the brand development plan• Promotion!• What will you do with the content?• Be ready to be part of the
conversation
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
• 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
PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE
Ralph Cochrane@ralphcochrane
