(MSc) Sebinomics

As I wrote in my Emminent And Happy Promoters post, many companies use Zurich main station as a platform for promotional activities. Today, it was Coca-Cola’s turn to promote their product Coca-Cola Zero. Comparing Coca-Cola Zero’s activity to Emmi’s Emminent promo idea, I have to say that Coca Cola has disappointed me all the way. Three things I would have done different: 

(1) Instead of giving away a larger 5 dl PET bottle, which is easier to recycle, they were giving a 3.3 dl can. It is smaller and there are less recycling bins for cans than for PET. (2) When the Coca-Cola Zero promoter gave me one can, I asked for a second one, because I was very, very thirsty and she said that I could have only one. She didn’t even apologize. I don’t mean to be greedy here, but other promoters gave me two or three pieces. This is marketing. If you plan giveaways don’t be stingy, or else just leave it be. (3) There were four promoters on one spot. They had two big containers filled with Coca-Cola Zero cans distributing them without emotions or energy. It was early afternoon, and I can’t imagine they were already tired. And even if they were, a promoter’s job is to make me wanting the product. If she isn’t happy giving away the product, why should I be happy receiving it?

It is obvious that you can’t stop trusting a brand because a handful of promoters didn’t treat you the way you wanted to be treated. Nonetheless, I expect a brand and marketing manager to supervise such an activity and choose the right promoters, or at least give them something that makes them feel good, like the promoters for Emmi’s Emminent. Apple has clear rules and expectations for their Apple Solution Consultants (ASC), who are employed by Apple and are the company’s first-line promoters. ASCs do a great job and are usually being taken care of very well.

This Coca-Cola Zero promo was rather unremarkable and therefore simply a waste of money. People know what Coca-Cola Zero tastes like by now. It was introduced more than one year ago and people already decided whether they like it or not. If the promo would have included something remarkable like all promoters wearing something crazy or a new remarkable packaging or slogan, it might have had an impact. But simply giving away a product everyone already knows will not move mountains.

UPDATE: Read Coca-Cola’s response here.