The world’s most popular soft-drink is a hit in the world of social media.
Coca-Cola is currently the 16th most popular page on Facebook with 35 million fans, reports USA Today. That has led to Advertising Age naming Coca-Cola the “Marketer of the Year,” citing it as an example of how small and midsize brands also “can use creative stunts and strategic partnerships to get a lot done on a smaller budget.”
On Facebook, Coca-Cola has received more than 35 million “likes,” and Wendy Clark, Coke’s senior vice president of integrated marketing who oversees the social-media effort, says having all those fans respond to Coke is meaningful.
“Fans are twice as likely to consume and 10 times more likely to purchase than non-fans,” she says, in an interview at Coke headquarters here.
The emphasis on social media has clearly paid off, even though it’s only part of Coke’s overall $2.9 billion advertising strategy for TV, radio, Internet, print advertising and billboards.
Coke, the world’s largest beverage company with some 500 different drinks — soft drinks, teas, coffees, juices and water — says its overall beverage volume is up 6% worldwide year to date; 3% for Coke alone. About 1.7 billion drinks of Coke are served daily in cans and bottles and from vending machines.