Coca-Cola continues to shine at the cinema with help from Cinemark
Marketing 26
The Coca-Cola brand has used cinema as a platform to target audiences across South Africa for many years. The company’s latest campaign in conjunction with premiere advertising sales company Cinemark, now running until January 2013, reminds audiences that there is simply nothing better then an ice cold Coca-Cola and a fresh box of popcorn.
It is the flexibility and targeted approach of cinema marketing that has always ensured Coca-Cola yields results when it comes to using this medium. Not only does it help the brand target the right viewers at the right time, it makes the highest impact possible. Cinemark’s experience with the effectiveness of this impact keeps brands like Coca-Cola engaging in innovative ways with the audience and provides the brand with a captive market. More beneficial for Coca-Cola is that they can utilise an environment that specifically appeals to teens – a great target market for the brand.
The fact that Coca-Cola can select movies catering to their market is an added bonus. An advert can be adapted to align with a specific movie, such as Skyfall in the Coke Zero campaign. What’s more is that cinema provides the ‘cool’ factor.
Cinemark not only gives them an advertising platform, but also allows them a chance for a full brand experience where audiences can physically enjoy a Coca-Cola product.
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