PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE

Ralph Cochrane@ralphcochrane

ralph@loudsource.com

Coca-Cola vs Pepsi v2.0 The Battle For Creativity

Coca-Cola $35Bn in Revenue

Coca-Cola’s $35.1 Billion in revenue makes it the 84th largest economy in the world. Just ahead of Costa Rica

Pepsico has 22 $1Billion brands including Pepsi, Tropicana, Lays (Walkers) and Quaker.

Pepsi’s $1Bn Brands

The world’s biggest advertisers

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)

Part of our popular culture

1975 The Pepsi Taste Challenge

Consumers 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”

@ralphcochrane

• 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

Does Obama drink Pepsi?

Coca-Cola vs Pepsi v 2.0

@ralphcochrane

Creative Collaboration

2011 Creative Collaboration with Karl Lagerfield

Part of the Conversation

@ralphcochrane

Pepsi Refresh Social Media

1-9-90 Rule

Pepsi Films

@ralphcochrane

Peps

i Ref

resh

• 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@ralphcochrane

• 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

@ralphcochrane

Coca-Cola Packaging

Integrated CrowdsourcingCampaign for a specificmarketing problem:

How to explain the newsmaller coke bottle

• Part of the brand development plan• Promotion!• What will you do with the content?• Be ready to be part of the

conversation@ralphcochrane

Real People with talent

Real People with Talent

CSR – Using the talent

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

A network of the best talent

Co-Creation with Jameson

http://jameson.thecreativegrid.com

• 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

Mobile crowdsourcing

PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE

Ralph Cochrane@ralphcochrane