So around the middle of last year Coca Cola released it’s vision for 2020. It is a 2 part video series that outlines their vision and strategy for where they intend to take the company and how they will be using clever content marketing to get there.
So I know you are probably wondering why I am writing about content that is over a year old! Well recently I have been speaking with people (both client side and agency side) about content marketing and it strikes me as odd that so many people haven’t seen these visionary videos yet. I get that some people aren’t that interested in content marketing, but coming from such a huge brand I expected more people to have seen them. (If you haven’t watched them make sure you take the 20 minutes to watch them both… they are well worth it!)
So this lack of awareness of the movement has spurred me to dig up these videos, watch them again, and share them with you all to try and inspire others to follow the path that Coca Cola has so bravely layed out.
Coca Cola’s VP of Global Advertising Strategy and Creative Excellence, Jonathan Mildenhall, lays it out perfectly:
“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”